The purpose of this study was to deeply explore consumers`s lifestyle and consumption attitude toward environment-friendly fashion which considered environment when designed, used, or discharged. The results were following. First, three sub-themes, including environment consciousness, environmentfriendly behavior, and environment-friendly consumption behavior, were emerged under the theme of environment-friendly lifestyle. The findings obtained in this work allow to state that consumers recognize the environment rationally and selfishly rather than emotionally and altruistically. Second, four sub-themes, including low level of awareness and knowledge, high price, dissatisfaction in design and quality, and low level of reliability, were emerged under the theme of attitude toward environmentfriendly fashion. This findings show negative attitude toward environment-friendly fashion. Third, seven sub-themes, including various and active information service, product`s intrinsic and extrinsic quality increase, image building, reliability increase, direct benefit, target market development, and establishment of social/cultural foundation, were emerged under the theme of success factors for environmentfriendly fashion. Implications for fashion firms that care about the ecological consumers and opportunities for further research are discussed.