Nowadays, firms face the challenge of how to balance between the environmental request and business profit under the circumstances of being eco-friendly and sustainable. The purpose of this study was to investigate the effects of business environmental factors on the 4p mix of an eco-friendly textile in the textile fashion firms. This research was conducted by a questionnaire method, in which the questionnaires were distributed to the textile fashion firms. Of the returned questionnaires, one

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... ndred of them were selected to be included in the analysis by developing descriptive statistics, factor analysis, cronbach's alpha, and regression analysis using SPSS18.0. The results of this study were as follows: There were significant effects of the firms' environmental management, organizational structure, and CEOs' environmental sensitivity in descending order of the business internal factors on the textile fashion firms' eco-friendly textile product. The factors of the firms' environmental management, organizational structure(internal factors), and legal regulation(external factor), in descending order, significantly affected the promotion of the eco-friendly textile. The factor of firms' environmental management (internal factor) significantly affected the distribution of the eco-friendly textile. The factors of CEOs' environmental sensitivity(internal factor), legal regulation(external factor), and firms' 신상무 이송희 · / 섬유패션기업에서 기업환경요인이 친환경 소재 에 미치는 영향 연구 4P Mix