Disparity between consumer perception and brand sustainable practicesKeywords: sustainable practices, brands, consumer perception, mind mappingThe recent 3% increase in sales of sustainable clothing suggests that consumers are very concerned about sustainability and have therefore shifted their purchasing decisions towards greater sustainability (Goworek, Fisher, Cooper, Woodward & Hiller, 2012). In other words, sustainability has become a central issue, as businesses are forced to address it as a long-term strategy, both for themselves and for society as a whole. An industry report by Finnerty, Stanley & Herther (2013) found that industry executives fundamentally believe that their organization's commitment to sustainability is a long-term goal and that their commitment will only grow with time. Strategic social and environmental sustainability issues in the clothing industry may include encouraging sustainable clothing consumption, better working conditions and wages for employees, limited use of pesticides, the use and the disposal of used clothing (Goworek et al., 2012). However, companies are reluctant to share information on sustainable business practices due to consumers' misperception that sustainable practices are seen as nothing more than a marketing ploy ("Market LOHA", 2013). Consequently, the lack of communication from brands regarding sustainable practices has led to consumers remaining unaware of the growing range of sustainable options across categories, thereby preventing them from purchasing sustainable products (Finnerty et al. , 2013). In response to increasing information from brands on sustainable practices, young consumers are becoming aware...... middle of paper...... museums and galleries: an international reader (pp. 15-32). London: Kluwer Academic Publishers. Finnerty, K., Stanely, B. and Herther, K. (2013). A green score for land: industry report. LOHAS Market, 1-21. Retrieved from http://onegreenscore.com/images/OGS_Industry_Report.pdf Goworek, H., Fisher, T., Cooper, T., Woodward, S., and Hiller, A. (2012). The sustainable clothing market: an assessment of potential strategies for UK retailers. International Journal of Retail and Distribution Management, 40(12), 935-955.Patagonia, Inc. (2014). Make way for good new days. Patagonia.com. Retrieved March 25, 2014 from http://www.patagonia.com/us/patagonia.go?assetid=93784Market LOHA; Ryan Partnership: Brands and Retailers Hear the Green Message (2013). Weekly Marketing News. 105. Retrieved from http://search.proquest.com/docview/1367058562?accountid=14576