To　reduce　environmental　pollution　and　resource　waste　in　manufacturing,　it　is　important　to　discuss　the　increase　in　consumers＇　willingness　to　buy　sustainable　clothing　and　their　satisfaction　with　it,　as　well　as　ideas　on　product　design　optimization　and　marketing　strategies　of　environmental　protection　clothing　enterprises　as　well　as　business　and　logistics　operations.　The　approach　used　in　this　study　to　obtain　the　overall　rank　of　criteria　is　a　combination　of　the　Decision　Making　Trial　and　Evaluation　Laboratory　(DEMATEL)　and　Decision-making　Trial　and　Evaluation　Laboratory　based　on　ANP　(DANP).　Using　Muji　brand　clothing　as　the　empirical　research　object,　this　paper　seeks　to　investigate　the　important　factors　and　consumer　preferences　in　purchasing　sustainable　clothing.　We　collected　140　criterion-importance　questionnaires　and　161　IPA　questionnaires.　Through　literature　review　and　the　Delphi　method,　this　study　provides　an　important　criterion　framework　for　sustainable　clothing,　and　it　used　the　DEMATEL-based　Analytical　Network　Process　(ANP)　method　to　determine　the　causal　relationships　among　the　purchasing　factors　of　sustainable　clothing　and　the　importance　ranking　of　these　factors.　According　to　the　findings,　the　criterion　of　＂sustainable　material＂　is　the　most　important　factor　in　consumers＇　decisions　to　purchase　sustainable　clothing,　and　the　＂environmental　protection　brand　image＂　and　＂value　expression＂　are　key　factors　that　should　be　optimized.　The　evaluation　model　can　be　widely　used　in　clothing　design,　marketing,　questionnaire　making,　evaluation　indicators,　enterprise　development,　business　operations,　and　other　fields.　Such　a　study　has　strong　implications　for　industry　4.0　research　in　the　future.　©　The　Author(s),　under　exclusive　licence　to　Springer　Science+Business　Media,　LLC,　part　of　Springer　Nature　2024.