Sustainable fashion products refer to products that are produced with minimal impact on the environment and with respect to ethical standards throughout the production chain. Sustainable fashion products include the use of environmentally friendly materials, recycling, waste reduction, ethical production and fair working conditions. In this paper, a study of price sensitivity and consumer attitudes towards sustainable fashion products was conducted through three attitude components. The cognitive component of an attitude includes the thoughts, knowledge and awareness of consumers about sustainability in the fashion industry. The affective component of an attitude covers the emotions and feelings of consumers towards sustainable fashion products. The behavioral component of an attitude describes consumer behavior regarding the purchase of sustainable fashion products. The research results show that consumers have a positive attitude towards sustainable fashion products, recognizing their importance for the environment and society. However, consumers are also more price sensitive, given the higher cost of such products compared to conventional alternatives. The obtained results have potential implications for the fashion industry and marketing strategies. Understanding consumer attitudes and price sensitivity enables manufacturers and retailers to adapt sustainable fashion product offerings and communicate the value of sustainability in a way that will attract consumers. The results can also serve as guidelines for developing sustainable business models and encouraging consumers to change their habits towards sustainable consumption.