Abstract 

Background: This study is based on the marketing communication of an environmental sustainability campaign by fast-fashion brand H&M called “Closing the loop” and how the campaign is engaged with the consumers. 

Purpose: The purpose of this research is to understand the environmental sustainability campaign communications by fast fashion brands and how consumers perceive and engage with the message that the brand wants to give by using sustainable marketing communication and engagement literature to understand the impact of such sustainable movements in fast fashion brands on the consumer. And to overcome the factors that fast fashion firms should focus on by identifying the communication gaps following the adoption of sustainable marketing campaigns in the fast fashion sector and consumer perceptions of marketing communication strategies 

Method: This study is qualitative research by using the interpretative philosophical approach, the inductive research approach, the data collection with the semi-structural interviews and the data are analysed using Gioia et al. (2013) methodology. In addition, this research was organized using the APA style. Conclusion: The result shows that the participants engage with the brand in a cognitively while performing the communication and interaction process, as it is understood that they go through stages of active learning and effort in the process of providing their own interest, environmental impact, and emotional infrastructure for the brand's campaigns. As a result, the interest, knowledge, and motivation, of people who care about environmental sustainability and who are frequently confronted with sustainability due to social influences are eager to understand and exert effort by engaging in the campaign. As a result of combining these two literatures, it has been found that the image and popularity of the brands are effective in the consumer's participation in environmental sustainable campaigns in fast fashion and finding it reliable. In addition, it has been found that the countries' stances on sustainability influence the change of consumers' attitudes and it has been added to social influence or element engagement, which are consumer engagement sub-areas.