This paper aims to investigate whether consumers from different demographic backgrounds are motivated to make environmentally conscious decisions in their clothing purchases. It also analyses the incentives behind purchasing behaviours that encourage consumers towards sustainable alternatives in fashion. Subsequently, it aims to find any discrepancies between the attitudes and actual purchasing behaviours of consumers towards sustainable fashion brands. Ultimately, the study underscores that meaningful progress in sustainable fashion relies on both consumer and brand efforts to balance ethical considerations with practical demands, paving the way towards a more sustainable future in fashion.