The fast fashion industry has surged in popularity due to the affordability and accessibility of trendy apparel, especially in the Philippines. This study investigates the factors influencing Filipino consumers' purchase intentions towards fast fashion, despite their awareness of ethical concerns related to environmental and labor practices. Using an extended Theory of Planned Behavior (TPB) model, this research explores the impact of social (Social Norms, Trends, Social Media, Social Status) and cognitive (Self-Perception, Impulse, Pleasure) factors on purchase intentions, with Awareness added as a construct. Data were gathered through a self-administered questionnaire completed by 580 respondents, and analyzed using Structural Equation Modeling (SEM). Results indicate that factors like Social Norms, Trends, Social Status, Self-Perception, Impulse, and Pleasure significantly influence purchase intentions indirectly, while Social Media and Awareness show no significant effect. This study provides insights for fast fashion companies, policymakers, and researchers aiming to understand consumer behaviors and develop strategies addressing the ethical challenges in fast fashion.