In recent years,eco-friendly products have become increasingly fashionable. The present study examined the effect that attitudes toward eco-friendly shopping bags (eco-bags),with a focus on their fashionable,have on environmentally conscious behavior. Results from a total of 245 participants who responded to a questionnaire indicated that not only essential elements of eco-bags,such as “being good for the environment” and “perceived psychological and economical cost,” affect pro-environmental attitudes and behavior,but others-oriented factor,including the style and fashionability of eco-bags,can also promote pro-environmental behavior among consumers. The validity of this model was examined based on these results.