Sustainability in the Fast Fashion Industry with a Focus on H&M

This thesis addresses the issue of sustainability within the fast fashion industry, with a focus on the Swedish fashion company H&M. The main objective of the thesis was to evaluate H&M's approach to sustainability in the context of fast fashion and to determine whether its initiatives can be considered genuinely effective or whether they show signs of greenwashing. The thesis is divided into two main parts. The theoretical part introduces the concept of fast fashion, its development, business model, and its environmental and social impacts. The practical part focuses on a case study of H&M, including an analysis of its supply chain, environmental commitments, and approach to working conditions. It also includes the evaluation of a questionnaire survey aimed at finding out how customers perceive H&M’s sustainability efforts. Based on the results, the main research questions were answered, and specific recommendations were proposed to help enhance the company’s credibility and improve the perception of its sustainability initiatives.