Title: Conscious purchasing - Securing the purchasing process in the apparel industry Authors: Jakob Bank, Emma Sjödoff and Helena Zebergs Tutor: Roger Stokkedal Examiner: Helena Forslund Background: There has been several scandals within the apparel industry and due to this brand owners of apparel companies has started to offer their customers’ alternative products, which has been manufactured in a more conscious and sustainable way. The purchasing process has thereby become more complex including multiple criteria such as social and environmental considerations which have to be fulfilled by their suppliers. Purpose: To describe how Swedish brand owners of apparel companies select their supplier for their conscious collections, which sustainability policies they include in contracts with their selected suppliers and how they evaluate these suppliers in regard to the brand owners’ policy on sustainability. Method: This thesis was conducted using qualitative semi-structured interviews and a deductive approach. Several sampling methods was used which led to the involved companies who were interviewed through both structured as well as semi-structured interviews. Conclusion: Swedish brand owners of apparel companies select their suppliers based on how well they fulfil their demands, and if there is a possibility to establish a long term relationship. They include different sustainability policies in their contracts, but all suppliers need to approve the brand owners CoC as well as use organic cotton. The evaluation visits are conducted, but the evaluation responsible, how often it takes place and the duration of the visit depends on the brand owner.