The sustainable fashion industry is growing and is driven by individuals increased environmental and social awareness. There is increasing concern about how clothes are produced, marketed, and consumed. Therefore, this research aims to understand which factors influence the intention to buy sustainable clothing. A quantitative approach was used through an online questionnaire to the Portuguese population who have already made purchases of sustainable clothing (N = 154). The study indicates significant positive correlations between purchase intention and emotional value and quality factors, suggesting their influence on the intention to buy sustainable clothing. Managers and marketing experts will gain knowledge from this study that will help them recognize the variables that can affect buy intention, comprehend customer behavior, and ultimately make more informed and better strategic decisions.