A fix that may fail: A qualitative model to explore potential rebound effects of digital textile microfactories

Fast fashion principles and mass production within globalised supply chains are pivotal in driving the economic success of the fashion industry, but they also contribute significantly to its severe environmental impacts, which must be mitigated. Digital textile microfactories are innovative small‐scale fully digitalised design and manufacturing systems that present a promising technological solution. These offer the companies that adopt them environmental and economic advantages. However, their widespread adoption in the industry may have unintended consequences. This study hypothesises a rebound effect within the industry and proposes a qualitative modelling approach based on causal loop diagrams. We present a model for identifying rebound mechanisms that may accelerate purchases, along with a mitigation strategy emphasising the consideration of customer behaviour. The contribution of this paper is twofold: Firstly, it provides a starting point for detailed quantitative studies, and secondly, it offers insights for policy‐making towards a sustainable transition in the industry.