“The Fashion Industry in Crowdfunding Sites: An Analysis of the Sustainable Consumption Cues that Shape the Future of the Fashion Business”

Fashion and sustainability are intrinsically linked due to global concern, as one of the industries with the most environmental impact promotes circular economy initiatives. For this reason, this industry could be seen as one of the major enablers of the Sustainable Development Goals’ mandates. Additionally, stakeholders’ commitment and alliances are crucial to incentivize innovative ideas. From industry associations, such as IndustriALL, to private companies spearheading global initiatives (e.g., Walmart, Patagonia and Sustainable Apparel Coalition), to consumers who adopt alternative modes of consumption (e.g., the slow fashion movement), every disruptive initiative counts. Consequently, it is assumed that each initiative is designed to promote a more mindful consumption, one that is aware and takes responsibility for the impact of production and purchases on the environment and societies. In this chapter, we discuss the role of entrepreneurs spearheading this disruption and promoting mindful consumption. It takes a close look at Kickstarter, a crowdfunding platform known as a hub of social and environmental innovative entrepreneurship, to disclose future trends in fashion. By conducting a content thematic analysis, this chapter explores disruptive ideas from fashion entrepreneurs and their alignment with mindful consumption behaviours given that future trends will emerge as a result of these ideas. In addition, this chapter offers a discussion of the role of entrepreneurship in promoting a more sustainable and mindful consumption in the fashion sector. As a conclusion, managerial implications for both managers and consumers are offered, including a primary contribution, a novel concept aligned with SDG12, mindful production as the prerequisite of mindful consumption.