Purpose – The purpose of this study is to identify perceptions and attitudes toward sustainable fashion, to explore the difference between fast and sustainable fashion and to understand how information about sustainable fashion should be communicated to consumers in order to increase the popularity and interest of sustainably made garments.

Design/methodology/approach – Exploratory Qualitative, in-depth interviews and focus group discussions. The research was conducted in the central region of Jakarta, targeting participants from ages 19-31, Gen Y&Z. The survey is divided into 3 sections, (I) Demographic questions, (II) RQ1 questions and (III) RQ2 questions. In total there are 32 questions. 9 demographic questions, 8 RQ1 questions and 15 RQ2 questions. Out of 30 participants only 4 were male, leaving the remaining 26 to be female participants.

Findings – The findings indicate that sustainable fashion is subjective in nature, it is still quite difficult to define its true definition when asked directly about it. This means experts and micro-organisations may face challenges and trade-offs when classifying themselves as ‘sustainable fashion’.

Research limitations/implications – This study explored the theory of buyer behavior, identifying elements of the decision process, observing changes that occur over time. Limitations include; the low amount of sample size, lack of information regarding the participants’ monthly income.

Practical implications – Fast fashion and sustainable fashion brands may use this study to better understand their audience, why they choose to purchase, what factors influence their purchase, and an overview of the meaning of sustainable fashion in its many dimensions

Originality/value – Past research has demonstrated the importance of understanding the supply chain and business model aspect of fast fashion. However, there has only been 1 research related to consumer’s behavior towards sustainable fashion, conducted at Colorado State University.