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This research explores the determinants of consumers' intentions to buy sustainable fashion, with a focus on environmental concern, price consciousness, and perceived consumer effectiveness, framed by the Theory of Planned Behavior. Gender is explored as a moderating factor within these relationships. The study collected data through a structured survey of 561 participants in Taiwan. The findings reveal that environmental concern and perceived consumer effectiveness enhance purchase intention, while price consciousness negatively influences the intentions of male consumers. These results highlight the importance of marketing strategies emphasizing environmental benefits and consumer impact in promoting sustainable fashion. This research provides insights for policymakers and businesses seeking to foster sustainable practices within the fashion industry.

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