Sustainable Fashion Branding and Consumer Behavior: A Systematic Review

The main goal of this study is to examine and combine existing research on how sustainable fashion branding (SFB) affects consumer shopping behavior in the clothing industry. Using the PRISMA model, this study applies systematic review of 52 peer-reviewed journal articles published between 2020 and 2025. The articles were drawn from major academic databases such as Scopus, Web of Science, Science Direct, MDPI, Taylor & Francis, Emerald Insight, and Springer Link, ensuring that all relevant literature was included. The results show that sustainability is becoming an increasingly important factor influencing how people choose and perceive brands. Major challenges include low awareness in developing countries, growing concerns about greenwashing, and cultural or regional differences that shape purchasing decisions. Researchers and practitioners seeking to understand the evolving dynamics of SFB and its impact on consumer decision-making will find this review informative. Existing SFB frameworks often overlook socio-material factors such as secondhand shopping; future studies should use Practice Theory to explain how activities like thrifting and repair become social norms. Brands must address transparency, tailor marketing to cultural contexts, and align with supportive policies to build trust and global impact.