<![CDATA[The rapid growth of fast fashion has intensified environmental problems and increased the need for sustainable consumption. However, high environmental concern does not necessarily translate into consumers’ intention to purchase sustainable fashion products. This study aims to examine the effects of environmental concern on attitude and purchase intention, the effects of subjective norm, perceived behavioral control, and attitude on purchase intention, and the mediating role of attitude in the relationship between environmental concern and purchase intention. A quantitative causal design was employed using purposive sampling involving 220 respondents. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that environmental concern significantly affects attitude but does not directly affect purchase intention. Subjective norm, perceived behavioral control, and attitude significantly affect purchase intention. Attitude also significantly mediates the relationship between environmental concern and purchase intention. These findings imply that sustainable fashion businesses should combine environmental communication with positive product evaluations, social influence, and purchasing accessibility to strengthen consumers’ purchase intentions.]]>
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