This study identified fashion consumers disposal behavior and analyzed the effects of consumers pursuing values in disposal, environmental awareness, and sustainable fashion consumption attitudes in regards to fashion disposal behavior. A survey questionnaire was developed and data were obtained from 460 consumers in their 20's to 50's in Korea who had experienced fashion disposal behaviors during last 12 months. As a result, there were four different fashion disposal behaviors such as economical, practical, and social disposal as well as hoarding behaviors. Consumers pursuing values in disposal affected fashion disposal behavior. Practical and economical values had positively impacted economical disposal and hoarding behaviors. While hedonic value had a negative impact on economical disposal behavior, it had a positive impact on social disposal behavior. Also, environmental-social values had positively impacted practical and social disposal behaviors. Fashion-related environmental knowledge had positively impacted economical and practical disposal behaviors and PCE affected social disposal behavior, while environmental concerns had a negative impact on economical disposal behavior. Consumers attitude toward usedfashion items, fashion recycling, and fashion innovativeness affected all of fashion disposal behaviors. Although hoarding behavior has been an under researched area, the finding implied that hoarding behavior was affected by consumer's pursuing value in disposal and sustainable consumption attitude. Also, environmental-social values and attitudes toward used-fashion items would induce practical disposal behavior such as reuse by alteration or reform. Consumers economical and hedonic values can promote donations or exchange/resale of unwanted fashion items, which can lead to sustainable consumption.

With the ecological environment deteriorating and rapid growth of world population, sustainable issue becomes a hot issue all over the world. All the state, industry and consumer levels pay more attention to the sustainable filed. Even Kotler (2011) in his study mentioned that the need for sustainable issue means new challenges to the scholars and practitioners. This research aim to the sustainable consumption filed in China. Based on the previous studies, sustainable consumption can be summarized including clothing, food, housing and travelling is an important way to cope with the deteriorating ecological environment and the rapid growth of world population. The Chinese government attaches great importance to sustainable consumption, at the same time the government has issued many sustainable policies to promote the development of sustainable consumption concept. Environmental policies consists of three kinds of instruments (regulation instrument, economic instrument, and information instrument), but which instrument is more effective to promote people’s sustainable consumption attitude and behavior, and whether these effects will be changed or not in different context, previous studies have no clear answer. Based on the literature view, this study organized and established the concept research model. Following the logic of policy-attitude-behavior, the researchers examined the relationship among environmental policy instruments, sustainable consumption attitude and sustainable consumption behavior. Meanwhile, due to long-term orientation was an important variable to explain attitude and behavior, based on time orientation theory, this research also tested the moderating role of long-term orientation between environmental policy instruments and sustainable consumption attitude. Data were collected from Chinese residents in the medium size city, after excluding 67 invalid questionnaires, 325 questionnaires were used to analysis. Through exploratory factor analysis and confirmatory factor analysis, this study confirmed that the scales of main variables had good reliability and validity. Researchers adopted SPSS19.0 to conduct multiple regression analysis. Results showed that regulation instrument and economic instrument had significant effects on sustainable consumption attitude, but the effect of information instrument was not significant. Long-term orientation played the positive moderating role between economic instrument and sustainable consumption attitude; consumers’ sustainable consumption attitude was correlated with sustainable consumption behavior, and was as a mediator between regulation instrument, economic instrument and sustainable consumption behavior. Finally, based on the research results we give some suggestions and contributions to both academy and practice. The conclusions of this study can contribute to the enrichment of environment policy theory，time orientation theory and sustainable consumption，and can provide a certain theoretical guidance and reference for the issue of government on how to promote the development of sustainable consumption. We also point out the limitations of this study and some suggestions for further researches.