The fashion industry is one of the most polluting industries, especially due to the implementation of the model known in recent years as fast fashion. This model is mainly characterized by the development of mass production of garments offered at low prices (Liu et al., 2021; Rahman & Koszewska, 2020). Faced with this phenomenon, sustainable fashion emerges as a set of activities that is responsible for correcting the mistakes identified in the industry such as animal cruelty, environmental damage, and exploitation of workers, in addition, consumers are better informed and therefore are more selective about environmental products and the social consequences that these could have (Guedes et al., 2020; Pencarelli et al., 2020; Wiederhold & Martinez, 2018). For this reason, this study aims to identify the level of knowledge, attitudes, and behaviors that consumers of clothing have towards sustainable fashion, as well as to establish attitudes towards organic and/or recycled materials in the production of garments. The method was developed through a descriptive-correlational design, where the following variables were identified: knowledge of second-hand garments, quantity-quality relationship, concern for price, concern for the environment, eco-labeling, and decent remuneration for employees (Creswell, 2013; Neumann et al., 2020). To obtain data, an online survey was conducted with a sample of 90 women between the ages of 18 and 40. Preliminary results indicate that most women buy more than 6 garments per year, especially for reasons of important events, to replace a garment, for special dates such as birthdays and Christmas, however, they do not allocate a budget, nor do they care about the place of origin of the garments. Additionally, 30% of the participants consider Adidas as an ecological brand that offers sustainable garments, while 26.67% of the participants selected Nike. However, this percentage decreases when evaluating whether the brands practice sustainable activities given that 21.11% selected Adidas and 17.78% selected Nike; evidencing that fewer respondents consider these brands to practice sustainable activities (Pedersen & Andersen, 2015)
