Beyond Novelty and Growth: A Virtue Ethics Enquiry into Fashion Entrepreneurs’ Responsible and Harmonising Practices Towards Sustainability
基于对27位英国时尚企业家的深度研究，结合美德伦理与责任理论，揭示企业家如何通过激情、谦逊等美德平衡可持续性与商业需求，为后增长创业提供新视角。
Abstract A growing number of small fashion entrepreneurs seek to offer an alternative to the mainstream fashion industry, which, in its obsession with novelty and growth, often ignores the costs to society and the environment. There is a need to develop a deeper understanding of how these fashion entrepreneurs may be agents for change in their industry. Using rich data from an in-depth study of 27 UK-based entrepreneurs, we offer such analysis, drawing on a novel framework that combines MacIntyre’s virtue ethics scheme and Jonas’s responsibility imperative. We identify key virtues—passionate commitment, authenticity, humility, sharing and empowering, and temperance—which shape the entrepreneurs’ practices in line with their accepted and perceived responsibility for sustainability. These virtues shape the entrepreneurial processes that seek an active negotiation and harmonisation of sustainability and the demands of business. In particular, we pay attention to the different ways in which fashion entrepreneurs take responsibility for sustainability which ranges from a ‘growth for impact’ strategy to staying small and seeking impact through influence and replication. Conclusions are drawn on conceptualising the varieties of ‘postgrowth entrepreneurship’ that aligns the virtues of a deep-rooted sense of responsibility with business goals. This shows what can be possible and prefigures an alternative fashion industry.