This study explores the role of social media in promoting sustainable consumer behavior within the textile industry, with a specific focus on the decision to repair versus replace clothing. The research analyzes the emotional and cognitive shifts in consumer attitudes after exposure to repair-promoting social media content by employing two sentiment analysis models, VADER and BERT. The findings reveal a significant shift from a majority of negative sentiments characterized by disapproval, annoyance, and disappointment towards positive sentiments such as approval, realization, and optimism. This transformation highlights the potential of social media to reshape consumer perceptions and encourage sustainable practices like clothing repair. The study also contributes to the literature on sustainable fashion by highlighting the effectiveness of targeted social media content in driving emotional engagement and behavior change, offering additional insights for businesses, policymakers, and sustainability advocates aiming to improve sustainable consumer practices in the fashion industry.