ENVIRONMENTAL AWARENESS IN THE FASHION WORLD: SUSTAINABILITY PRACTICES ON CLOTHING WEBSITES

Sustainability is the effort to leave future generations a world with economic, ecological, and social conditions that can be sustained. Sustainability is an issue that concerns every individual and company, imposing great responsibilities. Individuals have the responsibility to adopt sustainable lifestyles, thereby contributing to the sustainability of the entire society. The business models adopted by companies not only bring long-term success but also help protect resources. As consumers' environmental awareness increases, their shopping habits and preferences change significantly. Expanding sustainability practices provides both environmental benefits and economic value to brands. In this study, the sustainability practices of clothing companies are analyzed through their web pages, and how these practices are presented to consumers is examined. In this research, the web pages of four leading clothing brands—H&M, Levi's, Marks & Spencer, and The North Face—have been examined in detail using the descriptive and comparative analysis method. Their strategies and applications have been analyzed in the context of their sustainable product categories, detailed product information, and educational content. The analysis covers their efforts in economic, ecological, and social sustainability. The findings reveal that H&M educates consumers on how to repair and reuse their clothes through its recycling and repair programs, while Levi's enhances the sustainability of its denim products with its WaterLess® technology and circular design practices. Marks & Spencer's collaboration with the Better Cotton Initiative (BCI) promotes the use of sustainable cotton. The North Face emphasizes its sustainability features with durable and environmentally friendly products made from recyclable materials, adhering to circular design principles. According to the findings of this study, brands effectively present their sustainability efforts to consumers. The four clothing brands mentioned, along with other brands that incorporate sustainability into their company policies, will not only help consumers make environmentally friendly shopping decisions but also increase brand loyalty. As a result, brands that effectively communicate their sustainability practices can gain a competitive advantage and reach a broader consumer base.