The transition towards online apparel shopping among Generation Y and Generation Z consumers in Malaysia has been paralleled by a growing discourse on sustainable fashion consumption, particularly in the post-COVID era. Sustainable fashion, encompassing environmentally friendly practices and ethical sourcing, has become a significant consideration for consumers prioritizing fair labor practices, eco-friendly materials, as well as transparent supply chains. However, the shift to online shopping presents challenges alongside opportunities for sustainable fashion consumption. While e-commerce platforms offer convenience and accessibility, they may lack the sensory engagement and tactile experience of traditional retail, potentially hindering consumers’ ability to assess the quality and sustainability credentials of clothing items. Moreover, the surge in online apparel purchases raises concerns regarding the environmental percussion with regards to fast fashion and excess consumption, including the carbon footprint associated with packaging and shipping. Sustainable fashion consumption necessitates a shift towards mindful purchasing habits, including buying less but higher quality garments and supporting brands with transparent and ethical practices. In the context of Malaysia's rapidly growing online fashion retail market, it is crucial to examine how the intersection of online shopping trends and sustainable fashion consumption influences consumer behavior and purchasing patterns, particularly among Generation Y and Generation Z. Through the quantitative research methods, this study aims to explore how personal characteristics intersect with sustainability preferences and attitudes towards offline shopping, providing insights to inform strategies for promoting sustainable fashion consumption practices among Malaysian consumers.