Apparel consumption has significantly contributed to the causes of environmental change (Hiller Connell, 2011) and has brought to the retailers and consumers’ attentions. However, increased environmental consciousness seems conflicting with the rapid changes in fashion where consumptions are encouraged (Kim & Damhorst, 1998). Thus, in this study, we aimed to explore the paradox between environmental issues and fast-changing fashion. The purposes of this study were to (a) identify the reasons for purchasing environmentally-friendly apparel (EFA) in regard to environmental awareness and products’ attributes, (b) examine the relationships among such factors, and (c) verify whether the attitudes and behaviors are consistent.