The recent period has witnessed a robust penchant among consumers for shopping sprees. With an ever-increasing number of young people, the apparel industry has become a mainstay of the Indian retail sector with fast fashion ruling the roost. However, there has been mounting scrutiny on fast fashion industry due to its negative environmental impacts of carbon emissions. Despite this major setback, fast fashion brands continue to be afloat and is widely accepted by large number of masses, especially the youth. The present research endeavour is purported towards studying sustainable fast fashion behaviour of consumers where the essence lies in investigating whether purchase intention of consumers are influenced by sustainable product attributes. To fulfill this aim, a survey conducted and responses of 336 participants gathered reveals positive attitude of consumers towards fast fashion products which are sustainable in nature, with environmental attitude having the highest association with fast fashion sustainability, followed by recycling plan. It is also identified that demographic variables of consumers such as age and monthly income do have a relationship with customer perception towards fast fashion sustainable behaviour except gender.