Sustainability in the Fashion brands websites: SEO keywords density analysis and consumers' behaviour

Sustainability is becoming one of the main trends within our society and there is the need to combine this value within fashion. The fashion industry is one of the leading industries which produces the highest amount of pollution in the world. The production requires an immense use of water and chemicals and the pollution created with the textile waste has a tremendous negative impact on the environment. Integrating sustainability, as a value within the fashion system, can be challenging; therefore, the perception towards sustainability has to be positive, has to be an opportunity. Online communication is crucial to influence customers and to deliver sustainable purchase behaviour. SEO keywords density analysis studies how fashion websites are implementing their online communication toward sustainability, focusing on specific keywords. The author chose keywords from previous literature and through online software which suggests the most similar keywords to the word “sustainability” and “sustainable fashion” used online. The objective of this paper is to observe and analyse the online keywords of fashion brands websites concerning sustainability. I plan to research its significance, taking into consideration the growing online marketplace.