Implementing a sustainable B2B marketing strategy for the eyewear company VAVA

Abstract

This study aims to assess the sustainability development performance (economic, social, and environmental) of a fashion eyewear company by implementing short-loop circular economy strategies (refuse, reduce, resell/reuse and repair) in its retail stores. Unlike previous studies focusing merely on benefits, this research applies action research methodology, combining quantitative (survey) and qualitative (interviewees) approaches with the aim of presenting it as a good principle for developing, applying, and measuring projects of this nature. Divided into three cycles (project identity, circular economy strategy plan, and implementation), each with four steps (act, plan, collect and reflect), the study aims to adjust strategies for optimal results. Results indicate eyewear retailers’ lack of commitment to circular economy strategies but a willingness to incorporate them with external support. The company under study believes these strategies will enhance its economic, social, and environmental performance. The study presents an innovative framework for integrating sustainability into fashion eyewear retail operations, with potential applications in the broader fashion industry (e.g., accessories).

Date of Award	23 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)