The aim of this study was to analyze how the individual's values, environment self-identity, and descriptive norms, and injunctive norms influence enjoyment-based intrinsic motivation and eco-friendly apparel purchasing behavior. Researchers conducted a paper-based survey and a total of 353 Korean college students' data were used for the analyses. The results showed that biospheric-altruistic values are positively related to environmental self-identity, but egoistic values had statistically significant influence on environmental self-identity in negative direction. Also, enjoyment-based intrinsic motivation to purchase eco-friendly apparel was strengthened by environmental self-identity and injunctive norms, while no significant influence by descriptive norms on enjoyment-based intrinsic motivation was found. The findings in this study suggest that college students with a strong environmental self-identity strengthened by biospheric-altruistic values enjoy purchasing eco-friendly apparel. In addition, injunctive norm was internalized via enjoyment-based motivation for college student to purchase eco-friendly apparel.