Attitudes towards Fashion Brands and Sustainable Consumption in Georgia

Fashion brands are increasingly required to produce sustainable clothing, as clothing production consumes large amounts of natural resources. This research investigates consumer attitudes towards fashion brands and towards sustainable clothing consumption. The research uses quantitative survey methods. The survey was conducted in Georgia during February-May 2026 using a structured, self-administered questionnaire. A total of 385 consumers participated in the survey, ensuring a representative sample. Data analysis was conducted using SPSS. Descriptive and correlation analyses were conducted. The research results show that consumers differ in their brand loyalty. For them, the brand is a source of self-expression and satisfaction, which helps them feel good and make the desired impression on others. Interestingly, participants noted that they would continue to purchase products from their favorite brand regardless of its eco-friendliness and sustainability. In contrast, 40% of survey participants either disagreed or were neutral with the statement that they would buy clothes from their favorite brand if it were not sustainable. At the same time, consumers are unwilling to pay high prices for products from their favorite brands. Research findings demonstrate that effective marketing strategies can improve consumer attitudes towards sustainable fashion brands and change consumers' perceptions of their favorite brands. Fashion companies need more marketing activities to increase brand loyalty. Notably, changes in consumer attitudes towards a brand depend on the brand's sustainability and price. The results of this study are significant for the sustainable fashion industry, particularly in emerging countries, for planning and implementing appropriate marketing strategies. This research contributes to the scientific literature on sustainability branding and sustainable fashion marketing. In addition, fashion marketers and professionals can develop branding and marketing communication strategies based on the results of this study.