This thesis presents the Turkish consumer behavior towards sustainable brands. I have created a questionnaire to have a deeper knowledge of people’s perceptions and the idea of what fast fashion means, how their daily purchasing decisions help shape the industry and if they are aware of alternatives available. After collecting data from 72 online respondents, I have combined the information with further research including the average income of Turks, and their behavior in purchasing eco-friendly brands’ products.

Also, I dedicated the whole study to creating a clear image of how fast fashion damages the environment, as well as hurts the human rights of those working in the industry. In turn, the study creates awareness of the issue and provides better conditions for those who have got hurt by fast fashion’s consequences.

TABLE OF CONTENTS
ABSTRACT ………………………………………………………………………………….4
ACKNOWLEDGEMENTS…………………………………………………………………….5
TABLE OF CONTENTS…………………………………………………………………….....6
LIST OF GRAPHS AND FIGURES…………………..……………………………………….8

CHAPTER I
1.1 Research Background ……………………………………………………………………...9
1.2 Problem Statement…………………………………………………………………………10
1.3 Research Motivation……………………………………………………………………...12
1.4 Purpose of this study……………………………………………………………………...13
1.5 Research Objectives……………………………………………………………………….14
1.6 Keywords. …………………………………………………………………………………14

CHAPTER II
2.1 Where and How it Started: Fast Fashion…………………………………………………...15
2.2 Environmental Impact of Fast Fashion……………………………………………………..17
2.3 Human Rights Issues………………………………………………………………………..26
2.4 What Can Be Done? …………………………………………………………………...……27
2.5 Further Discussions& Purchaser’s Intentions……………………………………………….28

CHAPTER III
3.1 Research Framework………………………………………………………………………..32
3.2 Research Questionnaire & Participants……………………………………………………..33
3.3 Research Materials…………………………………………………………………………..34
3.4 Data Collection and Analysis Procedure…………………………………………………….34

CHAPTER IV
4.1 Results and Discussions……………………………………………………………………35
4.2 Descriptive Analysis……………………………………………………………………….35
4.3 Comparison of Variables…………………………………………………………………..40
CHAPTER V
5.1 Conclusion and Implications………………………………………………………………47
5.2 Recommendations for Future Research……………………………………………………49

APPENDIX I: Turkish Questionnaire…………………………………………………………50
APPENDIX II: English Questionnaire…………………………………………………………56
REFERENCES………………………………………………………………………………….62

REFERENCES

Ekolojist.net- Hızlı Moda ve Dünya Üzerindeki Etkileri [Fast Fashion and Its Impact on the World]
By: Birce Tiftikcioglu, 29/03/2021.
https://ekolojist.net/hizli-moda-ve-dunya-uzerindeki-etkileri/

Eksisozluk Discussion Platform- Fast Fashion
17.09.2021.
https://eksisozluk.com/fast-fashion--272363?p=2

Escarus Blog- Tekstil Sektorunde Atik Yonetimi [Waste Management in Textile Industry] 06.11.2019.
https://www.escarus.com/tekstil-sektorunde-atik-yonetimi

HuffPost Canada- Make A Choice To Change The Fast-Fashion Industry
By: Maryam Rehman, 11/08/2017.
https://www.huffpost.com/archive/ca/vertical/author/maryam-rehman

HT Hayat- Moda endüstrisinin çevreye zararları [Environmental damage of the fashion industry]
By: Duygu Islamoglu, 22/11/2019.
https://hthayat.haberturk.com/moda-endustrisinin-cevreye-zararlari-1072605

Research Paper: Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands
By: Annamma Joy, John F. Sherry, Jr, Alladi Venkatesh, Jeff Wang and Ricky Chan.
https://www3.nd.edu/~jsherry/pdf/2012/FastFashionSustainability.pdf

S360- Fast Fashion Surdurulebilir Olabilir mi? [Can Fast Fashion Be Sustainable?]
By: Beril Cev & Volkan Babaotu
https://www.s360.com.tr/Contents360/images/dragslider/Fast-Fashion_vf.pdf
TRT Haber- "Hızlı moda" akımı dünyayı hızla kirletiyor [The "fast fashion" trend is rapidly polluting the world.]
By: Esra Sayin & Cihan Karaahmetoglu, 14 Aralık 2021.
https://www.trthaber.com/haber/cevre/hizli-moda-akimi-dunyayi-hizla-kirletiyor-635673.html

TheMagger- 'Hızlı Moda'nın Çirkin Yüzü: Gezegenimize Mal Olan Endüstri [The Ugly Side of 'Fast Fashion': The Industry That Is Costing Our Planet]
By: Zehra Ozkan, 28/07/2021.
https://www.themagger.com/hizli-moda-etkileri-sonuclari/

Milliyet- Molatik, Hızlı moda tüketiminin doğaya olan maliyeti nedir? [What is the cost of fast fashion consumption to nature?]
By: Mehmet Can Kömürcü
https://www.milliyet.com.tr/molatik/stil/hizli-moda-tuketiminin-dogaya-olan-maliyeti-nedir-71124

Our Everyday Life- How Much of the World's Clothing Is Made From Cotton?
By: Stacey Howell, November 16, 2018.
https://oureverydaylife.com/how-much-of-the-worlds-clothing-is-made-from-cotton-9749638.html