Abstract:
In the last decades, the concept of sustainability gained great momentum becoming a buzzword. Though the term has become quite ordinary just recently, its origin dates back to the XVIII century, when a German forester first thought to find a solution to the deforestation issue particularly common around the world in that period. Over time the word discontinuously gained and lost notoriety and the present awareness grown around it is the outcome of a long process. From the major changes due to the Industrial Revolution to the current climate issues, our unique planet is now at stake and people are starting to understand that efforts to change habits and behavior are imperative to stop the deterioration of the biosphere. The aim of the thesis is to focus on the Chinese market in order to detect whether the Chinese society is interested in the concept of sustainability. China, as the world workshop and biggest polluter among all countries, is undergoing some important political and social changes also in its approach towards the environment, and the same is happening in the mindset of some population segments who are more and more attentive towards the subject. The work also includes a comparison between the best and the worst practices implemented by two Chinese companies, both operating in the clothing industry. Eventually, the thesis ends up showing some of the possible future implications that will be witnessed in the next few years.
