This diploma thesis investigates how sustainability initiatives in the fashion industry, particularly within H&M, influence consumer purchasing intentions. Its primary aims include evaluating the impact of H&M's environmental activities and assessing how these practices shape consumers' views and purchase intentions. Using a compre-hensive case study methodology, this research examines H&M's sustainability goals and investigates consumer perceptions and their impact on purchasing intentions. The survey results indicate that respondents are uncertain about the positive environmen-tal impact of H&M. The second research question reveals that most of the participants expresses a negative attitude towards sustainability which affects their mentality for H&M purchases. The success of the Conscious Collection emphasizes the potential impact of targeted efforts to promote specific sustainable product lines on consumer perceptions and intentions. In summary, the study reveals the intricate relationship between sustainability, consumer perceptions, and purchase intentions. Although a general positive correlation with H&M's sustainability efforts may be lacking, the suc-cess of initiatives such as the Conscious Collection suggests a promising avenue for influencing consumer purchasing intentions to be more sustainable.