Abstract This research examines the factors influencing consumer purchase decisions, perceptions of value, and willingness to adopt sustainable alternatives in the context of fast fashion, with a focus on consumers in Dubai. It provides a comprehensive analysis of consumer buying behavior concerning fast fashion and explores the barriers that deter consumers from adopting sustainable fashion alternatives. This research uses analytical and quantitative research methods by utilizing both primary and secondary data sources. The primary data was collected through a structured research instrument consisting of Likert scale-based questionnaires targeting 32 respondents aged 30 to 45, chosen via simple random sampling. The secondary data was gathered from literature reviews published in various academic journals highlights the disparity in visibility and accessibility between fast-fashion and sustainable brands.. The findings reveal a high awareness (94%) of the term "fast fashion" and its environmental impacts, yet this awareness does not translate into responsible purchase behaviors due to affordability, convenience, and trends being the primary drivers of fast-fashion consumption. While 52% of respondents expressed interest in supporting sustainable fashion, cost and lack of awareness about sustainable brands remain significant barriers. Recommendations include government subsidies and tax incentives for sustainable fashion brands, collaborations with artisans and large-scale retailers, leveraging social media for marketing, and fostering sustainability education. These measures aim to reduce costs, enhance visibility, and promote consumer awareness, thereby encouraging a shift towards more responsible purchasing behaviors and supporting the transition to a sustainable fashion industry.