The fast fashion industry poses severe ethical and environmental challenges, yet consumer participation in this sector remains high. This thesis introduces the ‘stop and rethink’ mechanism as a novel behavioral intervention, grounded in dual-processing theory, which aims to disrupt automatic fast fashion consumption habits by leveraging the emotion of disgust. Across two studies, an online study (N=205) and a lab-study (N=200) participants were exposed to either ethically or environmentally disgusting fast fashion production narratives designed to elicit disgust and encourage reflective thinking. Results showed that both narrative types significantly increased negative emotional responses (e.g., disgust, fear, shame) and attention compared to a control narrative, indicating successful activation of a ‘stop’ response. In study 1, these narratives also triggered higher curiosity levels, suggesting activation of reflective, ‘rethink’ processes. However, study 2 revealed no significant changes in reflective thinking and no significant changes in sustainable behavior (e.g., reduced shopping, preference for slow fashion), highlighting the persistence of the intention-behavior gap. Thematic analyses revealed that narratives featuring post-production issues, such as overproduction, waste dumping, and harm to biodiversity, were most impactful in terms of attention. These findings suggest that while disgust can effectively interrupt fast fashion consumption at an emotional and cognitive level, additional strategies may be needed to translate this disruption into sustainable behavioral change.