This bachelor's thesis questions the impact of consumers purchasing power towards sustainable fashion awareness. More and more often we meet and read about sustainable fashion and its benefits and how it improves our environment, but the consumers seem to have no knowledge about it or they choose to ignore it by buying clothes from fast fashion production. Sustainable fashion is the new image for consumers where fashion and satisfaction are connected with responsibility and awareness. As fast fashion exists today, it contradicts to a whole idea of sustainable fashion by affecting our environment, climate changes, harming the animals and also the labourers. The research question that will be analysed is: are consumers ready to learn more about sustainable fashion and are they willing to spend more? An online survey was given to the population of 18-35 age of category. The results from the prior research that are combined from this study implies that there can easily be an attitude-behaviour gap that forms the respondents change in ethical behaviour which can easily manipulate them into making some unethical purchasing decisions. Also, these results are proven to be consequential with the theoretical background as well as confirming the significance of sustainability issues in the fashion industry nowadays. In addition, a descriptive analysis of the circular economy was conducted to investigate the correlations of different aspects of the respondents purchasing power and how it affects their purchasing decisions.