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With technology at our fingertips 24/7, consumers have access to the sustainable initiatives retailers are incorporating into their business models. As sustainability in the fashion industry becomes a prevalent topic in the media, it starts to become a priority in the mind of consumers. By adapting and refocusing efforts to promote positive change and transparency, the fashion industry can decrease the size of its environmental footprint. To increase initiatives, fashion retailers are partnering with organizations such as the Textile Exchange, which promotes sustainable cotton and textiles, with an aim to push environmentally friendly production.

The purpose of this study is to analyze if a consumer’s knowledge of sustainable practices is positively correlated to purchasing sustainable apparel. This study will use a quantitative survey method to research the level of knowledge and understanding the average consumer has regarding sustainability and whether they apply this knowledge when they are shopping for apparel. We plan to analyze and organize this research using descriptive methods to focus on demographics and psychographics that are associated with sustainable shoppers. In conclusion, we expect to find that consumers who are knowledgeable of sustainable practices are likely to purchase and even pay more for brands that are transparent about their environmental efforts. This will provide valuable information for the fashion industry as retailers continue to push sustainable practices and educate and encourage consumers to make thoughtful purchases in the future.