The average consumption of clothes consumed worldwide is rising rapidly. Most individuals nowadays tend to update their wardrobes to reflect the changing seasons and fast-evolving fashions, which raises the average frequency of clothing consumption per person. The textile industry is addressing consumer demand; however, this is leading to the depletion of natural resources. By 2030, it is anticipated that the industry will need 118 billion of water. This study examines the factors influencing customers’ intentions to purchase environmentally friendly products despite relatively few brands adopting sustainable production practices. Data was collected from a sample of 394 respondents, primarily from Karachi, Pakistan, through a questionnaire. The hypotheses were analyzed using Smart PLS, and the results demonstrate the impact of these factors on Pakistani customers’ green product consumption. The findings indicate that all proposed hypotheses were supported.