In my research, I examine the phenomenon of fashion in an interdisciplinary approach: beyond the economic perspective, I focus on the issue of sustainability using a social-psychological approach. I plan to focus on consumer groups that are in some way affected by the spread of sustainable fashion.I will approach the issue of sustainability through the science of social psychology, thus designing attitude studies and consumer behaviour research on the topic. Of particular cultural interest is the comparison of changes in consumer values in Central European countries. There is now evidence that the highly polluting and resource-exploiting textile industry needs to be transformed into a sustainable industry. Fashion as a tool for self-expression, self-representation and communication also raises psychological issues. This is why I choose an interdisciplinary approach to my research, combining methodologies from social psychology, economic psychology, behavioural economics and marketing. My aim is to build a consumer acceptance model of sustainable fashion.