Global research has shown that today there is a greater awareness of the importance of sustainable fashion and production among people, but question is whether it has an impact on consumer behavior. In the literature, researchers often mention that the environmental awareness of the population was greatly influenced by the greenwashing that many companies use. The aim of this thesis is to determine the perception of the impact of the green H&M campaign on students in Croatia. The paper is divided into three basic parts. The first introductory part discusses the theory of fast fashion, its history and influence, as well as the H&M brand itself and their activities. In this part, previous research and works on similar topics are highlighted, and the hypotheses of the work are based on these works. The second part of the work consists of research that was conducted using an online survey questionnaire in which 162 students from three Croatian universities in Zagreb, Rijeka and Osijek participated. The survey was conducted online in the period from October 10th 2022. until October 16th 2022. where students could voluntarily access the Google Forms questionnaire and fill it out anonymously. In the final part of the paper, the hypotheses were analyzed in relation to the obtained data. It was discovered that students in Croatia are aware of the importance and impact of fast fashion on the environment and society, but, as in previous external research, this awareness does not have a great impact on their consumer habits and behavior.