This thesis explores consumer preferences on golf apparel. In recent years, golf has penetrated into younger generation and become popular. The consumption preference of golf apparel is also different from the past. It is worthy of further analysis and discussion. This study adopts interviews and questionnaire analysis as research methods. This thesis seeks to deeply understand the consumption behavior and preferences of active golf players. Several hypotheses are developed and examined empirically. The research found that the consumers in the golf group all agree that “fashion” is very important.