<p>The fashion industry has been under severe scrutiny for its unsustainable methods, which result in high carbon emissions. Asian nations, particularly China and India, lag behind in adopting sustainable fashion industry practices. Although Gen Z, the greatest emerging consumer cohort, advocates for purchase of sustainable fashion; a significant attitude-behaviour gap exists indicating the complex interplay of personal values determining the adoption of sustainable fashion. This research was conducted to identify and understand the generation Z’s intentions of adopting sustainable fashion choices through the lens of consumption value theory in Asian context. In-depth interviews were employed as part of a qualitative research methodology, using purposive sampling to gather data from Gen Z consumers who were already aware of sustainable fashion products. Using the framework developed by Braun and Clarke, the data was subjected to thematic analysis.</p><p>The study concluded that sustainable consumption behaviour among the Generation Z Asian consumers can be defined as ‘partial sustainability activism’. Gen Z consumers support sustainable use of products and hold a positive perception of sustainable marketers; their decision to buy sustainable apparel is still influenced by practical considerations of availability, marketer education, and standard pricing and fit. The consumers were limited to building mandate instead of become an agent of change in the process of sustainability. The results indicated that the consumers behaviour was decided by three core values namely the normative, exigent biosphere, and epistemic values. Of these, normative values carried the strongest weight in participants’ decision-making. The findings can help marketers design affordable and stylish sustainable options, guide policymakers in improving access and transparency, and support educators in raising youth awareness, thereby bridging the gap between Gen Z’s ideals and actions.</p>