This study was conducted to obtain an in-depth understanding regarding the motivations and adoption of ethical fashion consumerism by taste leaders, specifically green celebrities. A total 20 interviews of movie stars, bloggers, and musicians published between 2014 and 2016 in a sustainable fashion magazine were analyzed. Three different theories were employed to interpret three different stages involved into ethical consumerism process. Social Cognitive theory explain the learning stage, Theory of Planned Behavior explain the intention/motivation stage and Social Practice Theory described the implementation stage of ethical fashion consumerism process.