Sustainable clothing is an emerging trend in fashion industry nowadays. Sustainable clothing emphasizes using eco-friendly materials and technologies that reduce pollution. It’s crucial for consumers to understand these practices. Therefore, this study aims to understand university students’ awareness levels and purchase intentions towards eco-friendly clothing. Specifically, the study was focused on the demographic profile and influencing factors that impact the students’ purchase decisions. For this study, a descriptive research design was utilized. A self structured questionnaire survey was conducted among Jaipur city higher education students who were selected using convenience and snowball sampling techniques. Primary data (170 valid responses) was analyzed by testing the hypothesis in SPSS using Chi-Square test and regression analysis. The research findings indicated that female students and those pursuing postgraduate studies have a higher level of awareness about sustainable clothing as compared to their male counterparts and those pursuing undergraduate studies. Regression analysis indicated that psychological factors significantly influence students’ purchase intentions, while personal, social, and economic factors had no notable effect. Overall, the findings suggest that university students have a moderate awareness of sustainable clothing, with psychological engagement as a key driver of green purchasing behavior. These insights contribute to our knowledge of sustainable fashion adoption among university students and underline the complex interplay of individual, psychological, social, and economic factors in driving sustainable clothing consumption.