The Market Potential of Environmental Clothing Products in the Hong Kong Retail Industry

This paper explores the potential of environmentally-friendly clothing consumption in Hong Kong. The factors that are believed to have an effect on environmental consumption, such as environmental attitudes, knowledge of environmentally-friendly textile and clothing products, perceived consumer acceptance, product attributes, and environmental marketing, are discussed in the context of market acceptance. Findings based on a survey of ‘moderately aware’ consumers are presented, and the conclusions support the theory that environmental attitudes and environmental consumption are positively correlated. Recommendations are made for ‘green’ marketers who wish to encourage environmental clothing consumption in the Hong Kong retail sector.