<![CDATA[The global fashion industry contributes substantially to greenhouse gas emissions and textile waste, while increasing environmental awareness does not always translate into sustainable fashion purchase intention. This study examines the effects of Environmental Awareness, Attitude, Subjective Norms, and Perceived Behavioral Control on sustainable fashion purchase intention and investigates differences between Generations Y and Z. A quantitative causal-associative design was employed using questionnaire data from 200 respondents aged 17–45 years. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA) with SmartPLS 4.0. The results show that Environmental Awareness positively and significantly affects Attitude, while Attitude, Subjective Norms, and Perceived Behavioral Control positively affect sustainable fashion purchase intention, with Perceived Behavioral Control showing the strongest effect. Attitude also significantly mediates the relationship between Environmental Awareness and purchase intention. MGA reveals significant generational differences in the effects of Environmental Awareness on Attitude and Subjective Norms on purchase intention, with stronger effects among Generation Y. However, the effects of Attitude, Perceived Behavioral Control, and the mediating role of Attitude do not differ significantly between generations. The findings highlight the importance of improving accessibility and affordability while considering generational differences in sustainable fashion marketing strategies.]]>
