本研究以網路問卷進行調查，有效問卷為634份，並使用SPSS統計軟體，以及信效度與SEM模型對各構面進行分析。本研究經資料統計分析出以下研究結論：消費者在購買道德時尚情境下，消費者之態度，以及主觀規範與知覺控制行為皆對購買意圖產生正面影響。購買意圖也正向影響實際行為。 Fashion clothing collections are popular among consumers for providing current fashion trends at an inexpensive price. However, fashion clothing raises some issues concerning the process of clothing manufacture where it not only pollutes the environment but the clothing materials are potentially harmful to human health. Therefore in recent years, “ethical fashion” arises as an initiative for a more sustainable environment. Moreover, ethical fashion includes fair trade, to prevent inhumane labor conditions and sweatshops from happening again. This study applies the theory of planned behavior to examine when in the purchasing of fashion clothing situation, consumer’s attitude, subjective norms, and perceived behavioral control and consumer’s purchase behavior. This study was conducted online and 634 valid responses were collected. The data were analyzed for reliability, validity by SPSS statistics and SEM model. The research results suggest the following：in the situation of fashion clothing consumption, consumer’s attitude, subjective norms, and perceived behavioral control all positively influence consumer’s purchase behavior.
