The Influence of Consumer Expectations on Fashion Brands’ Journey Towards Sustainability : An Analysis of Identity, Operations, and Knowledge Shifts

Sustainability in fashion has become a critical issue as consumer expectations evolve, pressuring fashion brands to adapt. While there is a growing awareness of sustainable practices, a gap remains between consumer attitudes and actual purchasing behavior. This thesis explores the relationship between consumer expectations and fashion brands' sustainability efforts, focusing on brand identity, operational strategies, and knowledge management. The study employs a qualitative approach, using the Identity-Practice- Knowledge (IPK) model as a deductive framework and analyzing data from semi-structured interviews with representatives from five fashion brands. Findings reveal that while brands are increasingly integrating sustainable practices, challenges remain in aligning these efforts with consumer expectations. This research provides valuable insights into how consumer demands shape brand strategies, contributing to a more sustainable future for the fashion industry.