Social marketing is the usage of marketing principles and techniques to influence a specific audience to voluntarily accept, reject, change, or abandon any behavior for the benefit of individuals, groups, or society at large. It can be thought of as persuading consumers to question consumption expenditures and encourage sustainable consumption. This chapter deals with the key features and importance of social marketing and the activities of fashion brands in this regard, sustainable consumption within the context of consumer identity, and empirical testing of a model for investigating the consumers’ behavior towards sustainable fashion consumption including the constructs of social marketing appeals (fear, guilt, and shame), and self-benefit and other-benefit appeals. A survey was conducted among 300 participants in Turkey. Confirmatory Composite Analysis (CCA) was used to identify the constructs and the related indicators, and path analysis was used to assess the relationships between the constructs. The results revealed that fear and guilt appeals are strongly correlated with the consumers’ self-benefit and other-benefit. Moreover, both self-benefit and other-benefit have a significant impact on the persuasion of individuals toward sustainable apparel consumption. On the other hand, other-benefit was found to have a stronger impact on persuasion.