A Review Of The Concept Of Sustainable Clothing Consumer Behavior

The paper analyzes sustainable consumer behavior in relation to clothing items, focusing on the influence that social media has on perceptions, motivations, and purchasing decisions. In the context of growing interest in responsible fashion and pressure generated by the textile industry's impact on the environment, the study aims to clarify how consumers navigate between online information, brand messages, and their own values. The methodology is based on a systematic review of the literature, carried out by selecting and analyzing relevant articles from the main academic databases, using rigorous inclusion and exclusion criteria. The results highlight both the motives that favor the adoption of sustainable behavior and the barriers that limit this transition, such as lack of transparency, high prices, or greenwashing. At the same time, the analysis emphasizes the ambivalent role of social media, which can facilitate change but can also amplify superficial trends. The contribution of the paper lies in integrating these perspectives into a coherent framework that provides a nuanced understanding of consumer behavior and outlines relevant directions for future research and the development of effective communication strategies in the field of sustainable fashion.