The fashion industry is one of the most resource-consuming industries, leading to various ethical and environmental concerns within the context of sustainability. To address these issues, sustainable fashion has emerged as a broad concept encompassing clothing products and consumer behaviors that are less harmful to people and the environment.

This research examines the effect of sustainability fashion adoption on consumers’ purchase intention. A total of 215 responses is collected in Tunisia through an online survey.

The results reveal that environmental knowledge, environmental concern and green consciousness play an important role in shaping consumers’ attitudes toward sustainable fashion products. Furthermore, consumption values moderate the relationship between attitude and purchase intention.

Fashion brands should develop more effective business strategies by enhancing their understanding of consumers’ attitudes and behavioral intention toward sustainable fashion products