Research on sustainable consumption is increasing however, it mostly focuses on commercial products. Fashion industry in general remains understudied especially small size business in sustainable fashion. Even this segment continues to be neglected in research, it creates a significant impact on sustainability. The study is carried in Lithuania. While sustainability is regarded as the business standard in neighboring countries, especially Scandinavia, Lithuania is still learning how to become more conscious and sustainable. Although the country has the capacity to lead sustainability in the region, there is inadequate education on this matter. Regardless, several local businesses and governments agree that incorporating sustainability is a single clear route to economic growth. The paper aims to understand motives and values of Lithuanian sustainable clothing business owners and explore how they communicate these motives and values. The study employs a qualitative approach of in-depth semi-structured interviews. The analysis is guided by the framework of grounded theory, which leads to the conception of four themes: (1) Initiating a Change; (2) Respectful and Responsible Approach; (3) Slowness; (4) Personal and Purposeful Communication. A possible limitation of this study is the language barrier. Participants could choose whether they wished to speak in English or Lithuanian. Three out of seven chose to speak their native language, while four agreed to speak in English. Although English-speaking participants did not show any difficulty expressing themselves, their interviews turned out to be shorter than those conducted in Lithuanian. Findings indicate that the motives, values, and communication procedures of the owners are reflected in bringing about a change in consumers' minds and actions, taking responsibility to show respect to stakeholders and the environment, slowing down in every step from design to shipping, and building a conscious and educated community. The paper has defined relevant terms and put forward the ground values of the sustainable fashion industry by giving a voice to sustainable clothing business owners, their experiences, and insights.

中文翻译：

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慢时尚企业主的可持续发展动机、价值观和沟通

对可持续消费的研究正在增加，但主要集中在商业产品上。总体而言，时尚行业仍未得到充分研究，尤其是可持续时尚领域的小型企业。即使这一部分在研究中继续被忽视，它也会对可持续性产生重大影响。该研究在立陶宛进行。虽然可持续性在邻国，尤其是斯堪的纳维亚半岛被视为商业标准，但立陶宛仍在学习如何变得更有意识和可持续发展。尽管该国有能力领导该地区的可持续发展，但在这方面的教育不足。无论如何，一些地方企业和政府同意，将可持续性纳入其中是实现经济增长的唯一明确途径。本文旨在了解立陶宛可持续服装企业主的动机和价值观，并探讨他们如何传达这些动机和价值观。该研究采用了深度半结构化访谈的定性方法。分析以扎根理论的框架为指导，引出了四个主题的概念：（1）发起变革；(2) 尊重和负责的态度；(3) 缓慢；(4) 个人和有目的的交流。这项研究的一个可能的限制是语言障碍。参与者可以选择他们希望用英语还是立陶宛语发言。七分之三的人选择说他们的母语，而四人同意说英语。尽管说英语的参与者在表达自己时没有表现出任何困难，结果证明，他们的采访比在立陶宛语中进行的采访要短。调查结果表明，业主的动机、价值观和沟通程序反映在带来消费者思想和行为的改变、承担起对利益相关者和环境表示尊重的责任、从设计到运输的每一步都放慢速度，以及建立一个有意识和受过教育的社区。该文件定义了相关术语，并通过向可持续服装企业主、他们的经验和见解发表意见，提出了可持续时尚产业的基本价值。承担起尊重利益相关者和环境的责任，放慢从设计到运输的每一步，并建立一个有意识和受过教育的社区。该文件定义了相关术语，并通过向可持续服装企业主、他们的经验和见解发表意见，提出了可持续时尚产业的基本价值。承担起尊重利益相关者和环境的责任，放慢从设计到运输的每一步，并建立一个有意识和受过教育的社区。该文件定义了相关术语，并通过向可持续服装企业主、他们的经验和见解发表意见，提出了可持续时尚产业的基本价值。