Assessing Circular Economy and Sustainability Business Strategies in Fast Fashion: A Fuzzy Cognitive Maps Approach

The fashion industry is one of the most resource-intensive sectors, generating major environmental impacts such as greenhouse gas emissions, excessive water and land use, and pollution from waste and microplastics. Fast fashion intensifies these issues through overproduction and overconsumption. However, growing consumer awareness and regulatory pressure are pushing brands to adopt Circular Economy (CE) and sustainability strategies, including resale platforms, recycling programs, and sustainability frameworks. Despite these efforts, their real effectiveness remains uncertain. This study investigates which CE and sustainability strategies are most common among fast fashion companies and how they can mitigate key environmental impacts. Using a Fuzzy Cognitive Maps (FCM) model, the research quantitatively evaluates the effects of various circular and sustainable strategies across the supply chain. Ten key strategies were identified, revealing that isolated actions are often ineffective. Instead, an integrated, systemic approach combining multiple initiatives is essential to achieve meaningful sustainability improvements.