Navigating the green path: The Scandinavian outdoor industry’s quest for sustainability

Unsustainable consumption and production in the textile industry pose significant environmental challenges. The outdoor industry, which is moving towards more sustainable practices, provides an opportunity to understand how firms can shift to a circular economy. This study investigates how Scandinavian outdoor industry actors contribute to sustainable business practices for the industry and consumers. The methodology involved a qualitative document analysis of websites and publicly available reports from 20 firms. The data was analyzed to assess the businesses’ motivations towards sustainability, potential for value retention, implementation of eco-innovations, and alignment with the targets of the Sustainable Development Goal (SDG) 12. Findings show only 10% of firms met SDG 12 material management targets. Although 90% adopted recycling and 95% integrated product innovation, only 10% innovated their business model. The relationship between value retention, eco-innovation, and SDG 12 is intricate and varies based on individual firm objectives, strategies, and characteristics. While product improvements are prevalent, broader sustainability requires more robust networks and clear objectives. Firms need to ensure their sustainability claims match their actions. Mature firms with substantial revenues are closer to achieving a circular model, but all companies have the potential to enhance their sustainability practices.