Communicating Australian cotton’s sustainable value in the cotton value chain

Purpose This qualitative study explores the dynamics of communicating Australian cotton’s on-farm sustainability to actors throughout global value chains. The research is guided by two objectives: first, to understand how sustainability in Australian cotton is perceived by value chain members, and second, to pinpoint strategies for cultivating a shared understanding of on-farm sustainability within the Australian cotton value chain (ACVC). Design/methodology/approach Employing qualitative research methods, the study conducts interviews with 21 participants from two distinct ACVCs. Findings Effectively communicating the sustainability of clothing fibre demands thoughtful consideration of how knowledge is translated from farmer to retailer. The diverse nature of cotton production practices leads to varied understandings of sustainability, making it challenging to establish a consistent narrative. The study found that clear information and visual storytelling of on-farm practices enhance stakeholders’ understanding. The use of complex technical information was a barrier to effective communication, and there was general scepticism among retailers regarding industry-funded sustainability credentials. These findings underscore the importance of building trust through two-way communication between retailers and farmers. Research limitations/implications This study highlights the need for more collaborative efforts to foster a shared understanding of sustainability across the value chain. The findings of this study may not be broadly representative of the entire Australian or global cotton industry, but the depth of insights and methodological approach may be applied to other value chains. Originality/value This research advances the literature on sustainability communication in the context of fashion production and consumption. It takes a unique perspective by focussing on how sustainability is communicated by different stakeholders working with Australian cotton.