How sustainable fashion SMEs interpret and practice sustainability: a study of the Visegrad countries

Abstract

This study examines how sustainability is interpreted and operationalized by sustainable fashion SMEs in the Visegrad Group. Based on 28 semi-structured interviews with owner-managers, a qualitative thematic analysis explores the meanings attached to sustainability, the drivers and barriers to implementation, and the business models applied. The findings indicate that sustainability is understood as a multidimensional construct encompassing economic viability, environmental responsibility, and social embeddedness, with particular emphasis on local production, material efficiency, circular solutions, and consumer education. Implementation is driven by the values of owner-managers, innovation, and consumer demand, while major constraints are limited resources, price sensitivity, and technological gaps. Focusing on sustainability-oriented SMEs, this study provides insight into how small enterprises in resource-constrained contexts translate sustainability into everyday business practice. The findings offer practical guidance for owner-managers seeking to strengthen competitiveness through sustainable business models and inform policymakers aiming to support context-sensitive SME development in Central and Eastern Europe.