This chapter examines consumer behavior and sustainable fashion choices in the twenty-first century, focusing on the interplay between awareness, cultural practices, economic realities, and psychological drivers. While sustainability has become an increasingly important agenda in the global fashion industry, consumer adoption remains uneven, particularly in contexts where affordability and cultural traditions strongly impact clothing practices. The chapter draws on existing literature and contemporary debates to highlight the multidimensional nature of consumer behaviour, noting that purchasing decisions are rarely guided by environmental concern alone but rather by a combination of identity expression, social influence, economic constraints, and accessibility of sustainable options. The discussion emphasizes pathways for aligning consumer choices with sustainability, including education and awareness campaigns, the integration of sustainable fashion into cultural practices, and the expansion of alternative consumption models such as clothing rental, resale, repair, and upcycling. The role of industry stakeholders and policymakers in shaping consumer choices is also underscored, particularly through transparent labeling, affordability strategies, and circular business models that reduce waste and extend product lifecycles. The chapter offers valuable insights into how sustainable fashion can transition from a niche movement into a mainstream cultural and economic practice. Identifying gaps in knowledge, it suggests directions for future research, such as investigating demographic differences in sustainable fashion adoption, examining consumer behaviour in developing economies, and conducting longitudinal studies to capture evolving attitudes.