The purpose of this work was to analyze how students in Hungary and Spain perceive and react to sustainable fashion in comparison with fast fashion. The aim of the study was to understand which factors, like price, income, education and awareness level, influence their buying behavior and attitudes toward ethical and sustainable fashion. The research focused on understanding what motivates students to buy ethical clothing, and what prevents them from doing so. The theme was chosen due to the growing environmental and social challenges associated with the fashion industry, which is one of the most polluting sectors worldwide. This also reflects the researcher's personal interest, which developed while studying the topic at the university and during an exchange semester in Spain.