The fashion industry is responsible for most of the world’s pollution due to mass textile disposal. Even though there are better alternatives, consumers still seem to choose cheap over environmentally friendly. The objective of this study is to examine US consumers’ clothing disposal behavior and explore the potential value they perceive in reusability and biodegradability in apparel products. To achieve this objective, exploratory research was conducted on consumer behavior, fast fashion, and biodegradable fibers. Then a content analysis was conducted to examine how consumers react to certain characteristics of this subject. As a result, a potential marketing strategy was brainstormed to help promote the value and use of natural fibers over synthetic in apparel.