Are fashion‐conscious consumers more likely to adopt eco‐friendly clothing?

Purpose Previous studies regard purchasing of environmentally friendly clothing (EFC) as a subset of environmental behavior. However, like all clothing, EFC also reflects a consumer's fashion choices, and the many variables that influence EFC purchase decisions must be understood for apparel companies to effectively market eco‐friendly products. Therefore, the purpose of this paper is to identify whether fashion and shopping orientation are determinants of EFC purchase intention. Design/methodology/approach A survey was conducted to examine the effects of fashion orientation, shopping orientation, and environmental concern and eco‐friendly behavior on purchase intention of EFC. A total of 329 usable questionnaires were collected from young female consumers aged 18‐25 years. Findings Factor analysis was used to evaluate both independent variables – predictors: fashion orientation, shopping orientation, environmental concern, and eco‐friendly behavior – and the dependent variable – purchase intention regarding EFC. The findings from a series of linear regression analyses indicated that one fashion orientation factor, two shopping orientation factors, and three environmental concern and eco‐friendly behavior factors are significantly related to consumers' purchase intention regarding EFC. Research limitations/implications The findings from this study are limited to young female consumers in the midwestern USA. Practical implications This study suggests that the apparel industry should provide an enjoyable retail environment to attract young EFC consumers. Originality/value Fashion and shopping orientation have not been utilized to explain consumers' purchase intention regarding EFC. This study suggests some effective marketing approaches to apparel companies, as well as strategies for developing successful sustainable apparel products that consumers will purchase.