Sustainability as a key factor in the textile and clothing sector under the consumer´’s perspective

Having in mind the current marketing situation, this paper aims to find out to what extent sustainability appears as a key factor in the evolution of the textile and fashion sector. A deductive method has been used, starting from general premises until reaching the most specific approaches of the study, focused on the statistical analysis of the data obtained through an online survey focused on consumers in the sector. The goal of the prospective empirical study has been a better understanding of the consumer’s purchasing behaviour and the way in which the responsibility and sustainability of the textile brands influence their decisions. In this sense, the conclusions suggest that consumers do not consider Corporate Social Responsibility actions of brands as a decisive factor and continue actively contributing to the current textile industry model, even when having begun to implement concrete sustainable habits in their way of life. Consumers are also perceived to be aware of the negative effects of the current textile model, but they are constantly influenced to contribute to their maintenance.