Abstract
This study aims to identify and evaluate opportunities to enhance sustainability, in contrast to opportunistic behaviour by buyers in fashion and textiles supply chains. Power asymmetries in supply chain relationships have been identified as providing a potential platform for opportunistic behaviour by brands and retailers that can hinder suppliers’ development of sustainability initiatives. The study will draw comparisons between opportunities for enhancing sustainability via balanced collaboration between actors in the supply chain and, conversely, the opportunistic actions of retailers which can result in detrimental effects on sustainability in the clothing sector. A variety of perspectives will be elicited from production and retailing companies in Turkey and the UK, using a qualitative exploratory multiple case methodology, to enable conclusions to be drawn that will be useful for both the development of supply chain theory and management practice to improve sustainability impacts.