Is Sustainable Mass Customization an Oxymoron? An Empirical Study to Analyze the Environmental Impacts of a MC Business Model

For about two decades, mass customization (MC) is considered as a proper business model for the markets characterized by heterogeneous needs of customers. It can be considered as a win-win strategy that benefits both customers and companies. However, when it comes to environmental impacts of MC, things are less clear and more challenging. This paper aims at investigating how a MC business model performs in terms of environmental sustainability based on an empirical analysis.