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Sustainability in the H&M Group’s international business model

Authors

Keywords
sustainable development, circular economy, international business model, green marketing, fast fashion

Summary
A sustainable business model is crucial to the effective operation of fashion chains on a global scale. This article examines the H&M Group as an international brand operating in the fast fashion sector. The aim of the study is to analyze the brand’s sustainable practices and to provide recommendations for their improvement.

JEL: F23, M31, Q01
Pages: 14
DOI:  https://doi.org/10.58861/tae.grdier.2026.16

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