Date of Award

1-1-2025

Degree Type

Dissertation

Degree Name

Doctor of Business Administration (DBA)

Specialization

Marketing

Department

Business Administration

First Advisor

Hillary Leonard

Abstract

As sustainability concerns grow within the fashion industry, consumer-based communities play a critical role in shaping more responsible consumption practices. This dissertation explores how individuals engage with zero-waste fashion both online and in physical practice, offering a deeper understanding of their motivations, behaviors, and visions for a more sustainable fashion future.

Through a two-study approach, this research investigates the communication and knowledge-sharing practices within digital zero-waste fashion communities and explores the experiences of individuals participating in offline zero-waste initiatives. Study 1 employs netnography to analyze online zero-waste fashion discourse, identifying how consumers exchange knowledge and promote sustainable practices in digital spaces. Study 2 complements this by using in-depth qualitative interviews to explore how individuals adopt and sustain zero-waste fashion practices in their everyday lives. The findings establish a working definition of zero-waste consumer behavior and introduce three distinct categories of zero-waste fashion engagement: digital, passive, and active participation. The research reveals that online and offline zero-waste communities function as separate and distinct spaces, each with unique modes of participation and influence.

This dissertation contributes to the fields of consumer behavior and sustainable fashion research by offering a nuanced understanding of how community-driven efforts shape the advancement of circular fashion.

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Available for download on Wednesday, May 27, 2026

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