The fashion industry is growing and with it comes negative environmental and social impact, especially since consumers are more likely to turn to unsustainable brands, even when admitting to having sustainable intentions. There is a need to investigate the intention-behavior gap and create a greater understanding of how the intention-behavior gap can be decreased. 

This thesis quantitative method is based on an online survey with Swedish young adults. The survey specifically focuses on the sustainable intentions of participants and how the concepts, developed by Wiederholt & Martinez (2018), affect their purchasing behavior. The study suggests that Swedish young adults have sustainable intentions but the consumption of fast-fashion brands leads to an unsustainable impact. The previously developed concept has a statistically significant impact on participants' purchasing behavior. Knowledge/Information/Ethos, Transparency, Quality, and Previous Consumption History demonstrate a significant effect on the behavior of Swedish young adults. Research suggests that consumers want to learn more about brands, their operating procedures, and their values to make informed decisions. However, consumers often fall for “buzz” words that suggest a sustainable practice but fail to act on these marketing ploys. Concepts such as Price, Convenience, and Brand Image show little impact on the overall consumption behavior of consumers with sustainable intentions.