In today’s apparel industry there are many concerns regarding sustainability. Because there is a rising number of textiles produced due to fast fashion, the industry depends on the world’s water sources for apparel production. Out of all the fibers used throughout the world, cotton is one that uses a considerably large amount of water to produce. This has contributed to an increase in water scarcity throughout the world and has the potential to become dangerous if sustainable practices are not implemented to produce cotton goods. The purpose of this case is to determine how consumers react to cotton products that are made through sustainable practices opposed to cotton products that are not sustainable. To find this data we will observe consumers feedback and responses on various social media platforms such as Facebook, Twitter, and Instagram. We will specifically be looking for responses made between the years of 2016 and 2018. . Through the data that we collect, we expect consumers to have an overall better awareness of cotton sustainability. From this knowledge it is believed that they will have a positive reaction to sustainable cotton, and a greater willingness to buy sustainable cotton versus non sustainable cotton. In conclusion, this study aims to investigate consumer perceptions about the cotton products that they may purchase and the effect this has on their purchasing decisions.