Consumer Behavior

From Soil to Salesfloor: Exploring the Potential for Retailer Integration into the Fibershed Soil-to-Soil Framework

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Abstract

Given the negative impact of fast fashion, this study examined the integration of local retailers into the Fibershed Soil-to-Soil (S2S) framework as a sustainable alternative. Using a mixed-methods approach informed by Social Practice Theory, the research explored Fibershed members' sustainability perceptions, consumer intentions to patronize local retailers selling Fibershed-affiliated products, and the potential for retailer integration into the Fibershed S2S framework. Phase I employed netnography and interviews with Fibershed members to inform the development of the conceptual model tested via Phase II, which employed a survey of US consumers. SEM analysis of survey results found that community attachment positively influences perceptions of retailers' sustainability commitment and authenticity, while uniqueness needs and environmental impact awareness influenced authenticity perceptions and patronage intentions. Results position local retailers as strategic intermediaries between sustainable production and consumption, with the potential to shape materials, competences, and meanings associated with sustainable fashion consumption within regional supply chains.

Keywords: Fibershedsustainable supply chain, Social Practice Theory, consumer behavior, local retailer, Fibershed, sustainable supply chain

How to Cite:

Swamy, U., Su, J. & Hodges, N. J., (2025) “From Soil to Salesfloor: Exploring the Potential for Retailer Integration into the Fibershed Soil-to-Soil Framework”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21833