Evaluation of Customers' Sustainable Fashion Perception

Globalization, technological development and the associated transformation processes have both positive and negative effects not only on fashion industry organizations and their customers, but also on the global environmental protection.Positive transformation changes are associated with the ability of fashion organizations to satisfy changing needs of both mass and individual consumers in a dynamic environment that creates the conditions for creating mutual value, for organizations to create uniqueness and leadership in the global market.However, the constant satisfaction of changing consumers' needs and the creation of new ones, the lack of corporate social responsibility of fashion organizations and irresponsible consumer behaviour are prerequisites for environmental problems.An important aspect of addressing the identified issues is customers' sustainable fashion perception, which creates the conditions not only for changing consumers understanding about sustainable fashion and after all their behaviour, but also for fashion sector organizations to take social responsibility for their activities.Therefore, this research aims to evaluate the customers' sustainable fashion perception in Lithuania and its features.To reach the goal of the study such research methods as scientific literature review, survey (structured questionnaire), and multiple criteria assessment method were applied.The findings of study show that information about environmental load of each product, fair trade and recycling are the main features of sustainable fashion.