The Sustainable Fashion Value Proposition of Companies Identifying with the Zero Waste Movement

Characterized by inexpensive and readily available products, fast fashion has increased the consumption and disposal of clothing, for which criticism has been significant due to its negative environmental and social impact. Therefore, transitioning to sustainable business models (SBMs) that balance profit with corporate social responsibility (CSR) is critical. This study explores sustainable value propositions in Polish Zero Waste fashion businesses, addressing the gap in research on SBMs. It also employs the theory of organizational paradoxes to examine tensions between profit maximization and CSR. Data were collected from 249 Polish Zero Waste companies listed on mapazerowaste.pl and analyzed through content analysis and statistical methods. Additionally, 21 YouTube videos from 2020 to 2022 were examined to study sustainable fashion promotion. Multiple coding and categorization schemes were used to identify themes, followed by frequency analysis and correspondence analysis. Second-hand clothing emerged as the most common value proposition (120 companies), reflecting consumer trends in resale. The repair sector with cobbler and leather repair services (55 companies) also showed a strong presence, highlighting demand for tailoring and upcycling services Rental services (2 companies) remain niche due to limited consumer acceptance. Promotion efforts on YouTube focus on building awareness of fast fashion’s impacts and teaching sustainable behaviors. Sustainable value propositions, exemplified by Polish Zero Waste businesses, synthesize profit and CSR strategies, addressing organizational paradoxes. These findings inform strategies to balance financial and socio-environmental goals, with implications for policy and practice in advancing sustainable fashion.