Analyzing Consumer Perceptions of Sustainability Practices in Luxury Fashion Brands

As sustainability emerges as a central theme across the fashion industry, luxury fashion brands are increasingly expected to engage in tangible sustainability practices. However, studies that systematically analyze such activities from the perspective of consumers remain limited. This study analyzed 34,983 data entries collected from Naver News, blogs, online communities, and YouTube comments between January 2020 and January 2024, using frequency analysis, N-gram analysis, topic modeling, and sentiment analysis. The findings reveal that domestic consumers perceive sustainability not only as an ethical value but also as a key factor in evaluating a brand’s financial performance, market competitiveness, and consumer experience. Specific strategies such as “use of eco-friendly materials,” “supply chain transparency,” and “upcycling design” were positively recognized, while negative perceptions persisted toward “greenwashing” and “tokenistic campaigns.” Consumers demanded that brands present measurable and verifiable outcomes rather than relying on image-driven narratives. These trends align with global market shifts observed in the fashion industry. This study provides practical insights for designing credible messages and executing strategic communication for sustainability in luxury fashion brands, while also contributing to the academic discourse on sustainable fashion communication.