The fashion industry, despite its economic significance, is recognized as the second most polluting industry worldwide. With apparel and footwear industries contributing over 8 percent of global carbon emissions and a significant portion of clothing ending up in landfills or incinerators within a year, the need for sustainable fashion consumption is critical. This study aims to investigate the factors influencing Indian youth's intention to buy sustainable fashion. A dataset comprising 116 Indian youths was analyzed to examine our hypotheses. The findings revealed that functional value plays a crucial role in shaping Indian consumers' decisions to opt for sustainable fashion. By understanding these factors, businesses can leverage functional value to promote sustainable fashion consumption among Indian youth, contributing to environmental sustainability in the fashion industry.