This book analyses the importance of consumer behavior in sustainable fashion and consumption. Consumer behavior plays a major role in sustainability, and when it comes to textile products, a number of studies have shown that for certain product categories, consumer behavior during use and disposal stages influences the entire life cycle impacts of the product more than the raw material and manufacturing stages. However green the production, the overall sustainability of a product depends on the consumers who use and dispose of it. The book highlights customer-centric sustainability in textiles and fashion; discusses consumer behavior and sustainable fashion consumption; and highlights the importance of consumer behavior in sustainable apparel and sportswear consumption.