The primary goal of Eco-labels is to promote the knowledge of consumers about positive environmental effects of products and to guide them toward purchasing environmental friendly products. The purpose of the study is to understand fashion consumers' purchasing behavior toward eco-labelling with respect to four factors: the current fashion system, environmental responsibility, ethical responsibility, and social responsibility. The relationship between these four factors in conjunction with eco-labelling and purchase behavior was tested and analyzed. The results proved that eco-labels did influence consumers' buying behavior. Eco-label help consumers to make their decision faster, distinguish those products that they want to buy from the other ordinary products.