Consumer perception, attitudes and behavior towards sustainability and eco fashion were surveyed with a questionnaire in which 263 respondents participated and the data was analyzed primarily using descriptive statistics and correlation analyses. The focus of this research includes consumer attitudes towards sustainable business of fashion brands. Based on the conducted research, the differences between the perception of respondent's own awareness of sustainable fashion among the sexes were determined; where women consider themselves more informed than men. Also, consumers who attach more importance to the sustainability of fashion brands have been shown to have greater concern for environmental issues and show a positive trend in deciding to purchase sustainable clothing products. The attitude of the participants towards the sustainability of fashion brands in general was found to be positive. However, when defining priorities while buying clothing items, the fashion brands or product sustainability was at the bottom of the list. This could mean that a positive attitude does not necessarily reflect on actual consumer behavior in buying situations. The results of this study provide a better understanding of the various factors that can influence consumer behavior in terms of the sustainability of fashion brands and sustainable fashion products and thus can facilitate the implementation of relevant strategies in modern industry.