A toner having toner particles each comprising at least a binder resin, a wax, and a colorant is used in an image forming apparatus which has a fixing means comprising a belt-shaped heating member and a pressurizing member. The binder resin contains a resin formed by a reaction between an epoxy group of a vinyl resin (A) having the epoxy group and a carboxyl group of a resin (B) having at least a polyester unit and the carboxyl group. The toner has a storage elastic modulus at a temperature of 80° C. (G′ 80) in the range of 1×105 to 1×108 Pa and has a storage elastic modulus at a temperature of 160° C. (G′ 160) in the range of 1×101 to 1×104 Pa.