The fashion industry is among the most polluting sectors, with sustainability challenges extending from production to consumer practices. Young adults, a critical consumer demographic, acknowledge the importance of sustainability and their role in promoting it. However, the inconspicuous adoption of sustainable fashion and the effectiveness of sustainability communication remain underexplored. This study examines young adults' perceptions of sustainable fashion and the impact of product’s visible sustainability cues on purchase intentions. Employing a mixed-method approach—comprising three focus groups and two online experiments—the research identifies factors influencing consumer attitudes, including aesthetics, quality, functionality, brand evaluation, and price, where sustainability emerges as a secondary yet valued attribute. Findings reveal that sustainability cues can elicit mixed reactions: while some consumers appreciate them as a means of recognition, others perceive them skeptically, associating them with ineffective communication or "superficial marketing." Environmental concern, a moderating factor, enhances purchase intentions for highly concerned consumers, who integrate sustainability into their social identity. Conversely, concerns about being perceived as less fashionable deter others from engaging with visibly sustainable fashion. Practical implications emphasize the need for transparent, accessible, and relatable sustainability communication to bridge the gap between positive perceptions and adoption. This study contributes to understanding the interplay between environmental concern, social identity, and sustainability cues in the fashion industry. Fashion companies and policymakers can leverage these insights to enhance the appeal of sustainable fashion by aligning sustainability with trendiness and reducing associated stereotypes. Future research opportunities include examining diverse consumer segments and evaluating long-term behavioral shifts.
