Sustainable Fashion in China and Iceland: Cultural and Structural Perspectives on Mutual Learning

This thesis is a comparative research of sustainable fashion in China and Iceland. The two countries are very different in terms of their economic sizes, cultural values, and institutional structures. The research follows a qualitative case study methodology and studies four fashion brands, including ANTA and ERDOS in China, and 66°North and Farmers Market in Iceland. This study aims to show how national context affects sustainable fashion practice under the guidance of theoretical frameworks, such as Triple Bottom Line by Elkington and cultural dimensions by Hofstede. The results show evident differences between the two nations. Government policies, technological solutions, and large-scale production are the primary drivers of sustainable fashion development in China. On the contrary, Iceland is based on community engagement, cultural beliefs, and traditional craftsmanship. The study also explores the key drivers, challenges, and structural factors influencing sustainable fashion in both nations and points out potential learning opportunities. In general, the findings show that sustainable fashion is not a universal concept. Rather it is heavily influenced by local cultural, institutional and competitive environments. This study will offer valuable lessons to China and Iceland in building more sustainable and balanced systems of fashion.