sustainability Article The Key Drivers of Born-Sustainable Businesses: Evidence from the Italian Fashion Industry Grazia Dicuonzo 1,* , Graziana Galeone 1 , Simona Ranaldo 1 and Mario Turco 2 1 Department of Economics, Management and Business Law, University of Bari Aldo Moro, Largo Abbazia Santa Scolastica, 53, 70124 Bari, Italy;
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[email protected] Received: 26 October 2020; Accepted: 3 December 2020; Published: 8 December 2020 Abstract: Environmental pollution has become one of the most pressing preoccupations for governments, policymakers, and consumers. For this reason, many companies make constant efforts to comply with international laws and standards on ethics, social responsibility, and environmental protection. Fashion companies are among the main producers of pollution because their manufacturing processes result in highly negative outcomes for the environment. In recent years, numerous fashion industries have been transforming their production policies to be sustainable, while others are already born as sustainable businesses. Based on Resource-Based View (RBV) theory and Natural Resource-Based View theory (NRBV), this paper aims at understanding how internal and external factors stimulate born-sustainable businesses operating in the fashion sector, adopting a multiple case study methodology. Our analysis shows that culture, entrepreneurial orientation of the founders, and the proximity of the suppliers among the internal factors, combined with the increase of green consumers as an external factor, foster the creation of green businesses.