Mitigating climate change risks by adopting emerging technologies: A contextual comparative exploration of fast fashion supply chains

Empirical research suggests that the fast fashion (FF) industry is a major contributor to global climate change. Fast fashion supply chains (FFSCs) are inherently complex due to the multiplicity of processes, locations, and stakeholders involved. This research explores the key climate risks, response strategies, and application of emerging technologies in the comparative context of developing and developed countries. Institutional theory was used as a theoretical lens, and the research data was collected by using expert interviews from industry experts in Pakistan and United Kingdom. The analysis shows numerous climate risks posed by FFSC at multiple tiers, ranging from raw materials to the retailing of products. The FF industry in Pakistan is more focused on meeting the needs of UK fashion brands by adopting global frameworks to reduce their greenhouse gas emissions. Including, using sustainable materials, and adopting changes according to the environmental standards and renewable energy due to coercive, normative, and mimetic pressures. In contrast, coercive and mimetic pressures forcing UK fashion companies to address regulatory and economic challenges and deals with persistent organisational and cultural issues including fast changing customer requirements. To mitigate climate risks, companies in both contexts are adopting emerging technologies such as AI-based analytics, internet of things, automation, blockchain and digital traceability based solutions, and 3D printing. However, they face challenges such as high initial costs, human capital gaps, and data integration issues. To mitigate these challenges, companies in both contexts are adopting strategies such as technology-business alignment, collaboration with technology partners and multiple stakeholders, pilot testing of new technologies, cultural transformation, and structural changes.