This final paper deals with the issue of consumer behavior and the impact of a sustainable fashion product on the purchasing decision. Today, consumers are an integral part of business and marketing, their behavior as well as purchasing decisions are important element of any business. In order to help business improve their work and direct it in the way that satisfy all subjects that are part of the business process consumer behavior must be analyzed. There are many factors that have influence on the consumers, such as trends, price, quality, culture, people and so on. Increasingly, consumers are becoming more knowledgeable about the environment and reflecting this knowledge in their decisions to buy sustainable and ecological products. That shift in behavior also affects all parts of the business including marketing which is increasingly turning toward the concept of the green marketing. What are consumers purchasing habits when buying fashion products (clothing and footwear), how did their habits change over the years, what are the factors that have highest influence on that change and final purchasing decision, are they informed enough about the fashion products they are buying and what are the benefits of sustainable fashion product and are they aware of them.