In addition to making changes in the production process, fast fashion brands are also actively guiding consumers to establish the concept of sustainable consumption. By carrying out environmental protection theme activities, providing environmental protection product information, and encouraging consumers to participate in recycling programs, consumers can understand the environmental protection issues of the fast fashion industry and realize the importance of sustainable consumption. Through the "Don't Buy This Tent" advertising campaign, Patagonia conveyed the message of reducing consumption and focusing on product quality to consumers, enhancing the brand's sustainable image.

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