The Rana Plaza collapse in 2013 put the environmental and social impact of the fashion industry in the spotlight. However, many activists and fashion brands had demonstrated their sustainability concern years before through green proposals despite the inconsistent consumer behavior towards those ecological initiatives. This has led the researchers to get interested about the role of the consumer towards sustainable fashion. This document presents a systematic literature review about the consumer behavior towards sustainable fashion, taking the number of citations as relevance indicator in Scopus electronic data base. The paper aims to analyze the investigation approaches to consumer behavior towards sustainable fashion. It finds five perspectives: the product, business model, purchase drivers, marketing, communication, and education; and the dissonance between attitude and behavior. Some of them have been little explored. The investigation points out a wide consensus about the lack of relation among attitude and behavior in sustainable fashion buying. This paper concludes that there are some ways to reconciliate fashion with sustainability, but they have remarkable barriers for their adoption like aesthetic unsatisfaction, high prices, lack of variety and availability, consumer skepticism and a scarcity of information. Those barriers have their origin in the strong connection between fashion, personal identity, and aspirations. This suggests reframing the product and experience design process to create customer perceived value.
