Drawing upon cognitive‐experiential self‐theory (CEST), this study examined how individuals’ differences in emotion‐driven dispositions (i.e., need for variety and fashion interest) and logic‐driven dispositions (i.e., ecological consciousness and social consciousness) can influence their information processing and decision making in the context of eco‐fashion. A focus group of nine participants and an online questionnaire involving 657 participants were used to accomplish the purpose of the study. Structural equation modeling (SEM) was used to test the hierarchical relationships among individual differences, responses, and consumer behavioral tendencies. The results indicated that consumers’ need for variety positively influenced their affective responses, purchase intention, and willingness to pay more for eco‐fashion. Consumers’ ecological consciousness and social consciousness positively influenced their cognitive responses and eventually their purchase intentions and willingness to pay more for eco‐fashion. Furthermore, cognitive responses had strong impacts on affective responses.
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