F Fashion production and consumption continue to increase significantly, which has a negative impact on the environment. Based on the Ministry of Environment and Forestry\\\'s report in 2023, Indonesia produces fabric waste of 2.7% of the total waste of 19.904 million tons. Production waste and liquid waste from textile dyeing processes, which are often dumped into rivers without safe treatment, cause microplastic pollution. The IPB Oceanographic Research Center found that 70% of the central part of the Citarum River is contaminated with polyester yarn fibers from the fashion industry, which threatens the aquatic ecosystem. Although interest in eco-fashion is increasing, sales of this product are still low because people prefer easy and trendy fast fashion. Consumers tend to prioritize price and quality over sustainability. Unilever Indonesia\\\'s eco-labeling strategy shows positive results in promoting environmentally friendly purchases. However, knowledge of eco-fashion and the willingness to pay more is still limited. This study aims to analyze the influence of Perceived Behavioral Control, Attitude, Subjective Norms, Eco Labels, Purchase Intention, Willingness to pay higher price, and Green Purchase Behavior on eco-fashion consumers in Indonesia, using the Theory of Planned Behavior (TPB). This research is important because of the increasing concern for the environment and Indonesia as a global fashion market. Companies that adopt eco-friendly initiatives can reduce their ecological footprint and create a competitive advantage.