Table 2.

Motives for Fashion Merchandiser-NGO Partnerships.

Fast-Fashion Merchandisers	NGOs
•Greenwashing for marketing benefits •Gaining legitimacy •Meeting stakeholders’ expectation •Retaining rationality for profit-maximization •Avoiding economic moral hazards	•Tackling ethical issues in business operations •Influencing fast-fashion practices for the greater good •Access to financial resources •Retaining autonomy for norm-enactment