: This research examines the environmental consciousness of fashion consumer attitudes towards eco-friendly products and artificial leather purchase intentions. The survey was conducted from March 11 to March 15 2012 and all respondents had at least once experience of purchasing fashion items made of artificial leather. A total of 426 subjects were used in the dataset; the statistical analysis methods were frequency analysis, factor analysis, reliability analysis and multiple analysis. The results are as follows. The study finds that environmental consciousness has three dimensions of public participation, resource conservation, and recycling. Public participation, recycling, and resource conservation influenced eco-friendly product attitudes. Eco-friendly product attitudes influenced artificial leather purchase intentions. The research results show that appropriate plans in fashion business such as usefulness of design and business value will need to be provided to fashion consumers. Detailed information on materials related to fashion products as the content of environment-friendly techniques and recycling methods will help consumers to evaluate environmental-friendly attitude products.

Rapid development of fashion industry in Indonesia provides good opportunities and potentials for fashion products in Indonesia, where at a closer look, it is also provides bad impacts towards the environment and community. The bad impacts come from the usage of non-eco-friendly materials, industrial waste that is not optimally processed, low quality product with short lifetime cycle, manpower issues, and so on. To cope with the bad effects, an eco-friendly fashion concept is created by using several terms such as: sustainable fashion; eco-fashion, ethical fashion or organic fashion. Those terms are gained from previous researches performed by the researcher herself and other references and researches. Result of the research shows that many terms are found to refer to a fashion development concept with environmental awareness. Therefore, based on the finding above and t o optimize the implementation of fashion concept with environmental awareness on fashion industry in Indonesia, firstly, it needs meticulous and comprehensive identification and elaboration towards various terms of the said concept. To get comprehensive data for this research, qualitative method is performed through literature study, observation, and interview. It is expected that the final result will provide a proper direction to implement the fashion concept with environmental awareness on fashion industry in Indonesia.