This thesis examines how consumers experience and negotiate feelings of guilt in the context of fast fashion consumption. Regardless of the rise of ethical concerns around environmental sustainability and labor rights, fast fashion continues to succeed, exposing a paradox between values and actions. Based on qualitative data from focus group interviews, this thesis examines how guilt manifests in consumer behaviour and how it is negotiated. Via thematic analysis and an interpretivist framework, three core forms of guilt were identified: financial guilt, moral guilt, and social responsibility guilt. These emotions are shaped by social belonging, internal values, and peer influence. To alleviate ethical discomfort emotions, participants employed coping strategies such as deflection of responsibility, rationalization, and moral disengagement. While participants expressed ethical awareness, for many, the guilt did not convert into behavioral change. Instead, guilt functioned as a mechanism that was negotiated so that consumption was sustained while at the same time preserving a self-image of ethical awareness. The findings of this study provide a deeper understanding of contradictions in ethical consumption while emphasizing the socially constructed and performative nature of guilt in consumption choices.