ABSTRACT
Fashion industry has huge impacts on global environment [2]. The demand to minimize the environmental pollution is not only from fashion firms but also consumers [5]. From the fashion firms’ perspective, because the production process in fashion is particularly sensitive to environment in terms of making intensive use of chemical products and large quantities of water and pesticides, it is significantly important for fashion products to be produced in a sustainable manner and follow the guideline of sustainability such as ISO 14000 [6]. From the fashion consumers’ perspective, consumers are growing to have social and environmental awareness. Consumers’ environmental attitudes directly influence their eco-fashion consumption [7]. They understand that if supply chain is more sustainable, more natural resources are used and less CO2 are emitted, in return, retail prices might be also increased [8]. Previous studies reveal that fashion consumers are interested in purchasing sustainable fashion products and also willing to pay a higher price as long as the quality of eco-product is satisfied [5, 9, 10].
