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Sammanfattning: There is an urgent need for fashion businesses to steer their customers towards sustainable consumption. However, retailers are currently lacking insights regarding sustainable marketing. A potential way to promote sustainable consumption is by using behavioural influence methods in marketing. Another area where retailers are struggling is within big data and more specifically, consumer data. Retailers are becoming aware of the importance of structured consumer data, though they are lacking insights regarding how it can be used to influence consumer behaviour. The aim of this essay is to explore the effects on customers by using a behavioural influence method called nudging in marketing. A quantitative study has been conducted and the experiment shows how nudging can be used in marketing by exposing the consumers of a marketing stimulus that reminds them of the social norm of "sustainable consumption". A method of nudging where consumers are exposed to their summarized personal purchase history is examined. Our findings suggest that this specific nudging in marketing could benefit sustainable consumer behaviour, make the consumers feel more responsible and drive favorable brand effects for the fashion retailers practicing this marketing. The study also examines how the desired effect, "sustainable consumption" is affected if the ad contains information that the purpose is to promote sustainable consumption, or not. Our findings suggest that this dimension has no effect on behaviour, and that the simple existence of a summary of personal consumer data is the key to increase sales of sustainable products. A problem with sustainable marketing is that it is not always proven to increase business profitability. This study shows that nudging in marketing can be used to increase different favorable brand effects: attitude towards the ad, brand attitude, purchase intention as well as word of mouth-intention. In contrast to behaviour, the brand effects are more affected of the dimension of transparency. When the retailer makes the consumer aware of the marketing stimulus "responsible consumption" all examined brand effect aspects are increased (except for word of mouth-intention). Our study presents the use of the behavioral method nudging in marketing as a potential way of promoting sustainable consumer behaviour and drive favorable brand effects within the fashion industry.