This study explores the impact of sustainable product features on consumer behavior within the fast fashion industry, specifically examining Gap Inc.’s integration of eco-friendly practices into its product offerings and consumer-oriented E-Commerce setting. The research uses web scraping techniques to obtain data from Gap’s official online store, analyzing product descriptions, consumer ratings, and fabric choices. The thesis applies statistical methods like point biserial correlation and ANOVA to validate the influence of sustainability on consumer purchasing decisions and satisfaction. Results indicate that products with eco-friendly attributes tend to receive slightly higher ratings and more reviews, suggesting a positive consumer response to sustainability. This research underscores the importance of integrating environmental considerations into business models and highlights the potential for further investigation, such as the effect of comprehensive digital marketing strategies on eco-conscious consumer behavior and the need for more rigorous standards to prevent greenwashing and to enhance sustainability education. By advancing our understanding of the interplay between sustainability and consumer behavior, this study aims to provide insights for businesses aiming to improve their competitive advantage, especially brand image and positioning through sustainable practices.