This study uses qualitative methods in a case study analysis of H&M, focusing on the timeline from year 2019 to 2024. Using the Planet dimension of the triple bottom line (TBL)framework as an analytical lens, the study assesses the gap between the company’s reported sustainability practices and the requirement of the Ecodesign Sustainable Product Regulation(ESPR), with a particular focus on products circularity and supply chain transparencyenabled by digital solutions such as the Digital Product Passport (DPP). The findings reveal a substantial discrepancy between H&M´s voluntary sustainability narratives and mandatory requirements introduced by ESPR. As a result, the mandatory ESPR is expected to shift the company´s sustainability agenda from self-defined initiatives toward legally enforced compliance. Ultimately, this study shows that mandatory regulations, such as ESPR, are essential for standardizing sustainability practices and ensuring genuine accountability with the fast-fashion industry.
Ma Chonghui (Thu,) studied this question.