The goal of this paper aims to identify variables that influence young Taiwanese consumer’s purchase intention of ecological fashion based on the theory of planned behaviour (TPB). In this study, the questionnaire survey was conducted using, we collect the data from students at Chinese Culture University, in Taiwan. The statistical analysis method conducted is factor analysis, multiple regression analysis method with SPSS 20.0 software. Results indicate that attitude, control on availability, subjective norm and green trust play an important role influencing young Taiwanese consumer’s purchase intention of ecological fashion. The sample was limited in Taiwan and sample size may not represent the population of ecological fashion consumers. Taiwanese becomes more and more concerned about environment, especially young generation, so that the green consumption trend will continue to grow. Thus, Enterprises must recognise this phenomenon to design the products to attract consumers as well as planning more efficient and effective business plan targeting at young consumers. We hope that the finding would provide a basis for understanding green purchase intention of young consumers in Taiwan.
