The topic of the thesis was developed in collaboration with the Finnish clothing company Mori Collective Oy. The aim of the study was to address the research problem: "How does sustainability in the textile and fashion industry appear to consumers?". From this research problem, three research questions were formulated: "Which kind of factors cause ethical consumption intention-behaviour gap", "What motivates consumers to make sustainable consumption choices?", and "How can Mori Collective Oy improve its marketing communication to better meet consumer expectations?".

Based on these research questions, the theoretical framework was constructed, and the research methodology was determined. Numerous sources from experts and researchers in the field of sustainability were reviewed to create the theoretical foundation of the study. Qualitative research, specifically semi-structured thematic interviews, were chosen as the research method, as it was considered the most useful for obtaining relevant information.

Three themes were identified for the interviews based on the research problem and questions: the role of sustainability in consumer behavior, sustainability in the textile and fashion industry, and sustainability communication by companies in the textile and fashion industry. The analysis proceeded thematically, addressing each theme separately. The findings revealed that sustainability in the textile and fashion industry is valued, but there are challenges in practicing responsible consumption. Consumers’ values do not always align with their actions when it comes to purchasing clothes. Increased greenwashing undermines trust in companies' sustainability communication. The terminology of sustainability can be confusing, and the meanings of different certifications are not understood unless one has familiarized oneself with the topic.

The conclusions highlighted that responsible consumption choices are strongly influenced by consumer values, and Finnish production is considered responsible in the textile and fashion industry. Additionally, it was found that consumers desire transparency in companies' sustainability communication, and the concept of sustainability is not always clear to them. Accessing information about sustainability can be challenging. Consumers who are knowledgeable about sustainability also appreciate when companies take a stance on general consumption habits. Based on these results, suggestions for improving the target company's communication were formulated. The company should emphasize responsible production, the pricing of garments, Finnish design, and overall communicate transparently about its business operations in a way that is understandable to consumers.