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Environmental Concern and Apparel Consumption

Department of Consumer Studies, University of Delaware, Newark, DE 19716

Mary Lynn Damhorst

Department of Textiles and Clothing, Iowa State University, Ames, IA 50011

Many consumers are making consumption decisions that reflect their desire to protect the environment. Consequently, many companies have embraced the "green marketing" concept to capture the environmentally conscious market. This study explores several constructs related to apparel consumption and environmentalism: knowledge of environmental issues pertaining to apparel products, concern for or attitude toward the environment, and behavior stemming from environmental concerns. We developed a model to examine how knowledge of environmental issues with respect to apparel products relates to concern for the environment as well as subsequent behaviors toward the environment. Results indicated that respondents' knowledge of the environmental effects of apparel products had a limited relationship to general concern for the environment. Also, environmental concern did not clearly relate to environmentally responsible apparel consumption, while a construct assessing general environmentally responsible behavior more strongly related to environmentally responsible apparel consumption behavior. Findings from this study provide insight into consumers' apparel consumption practices related to the environment and the importance of knowledge in generating environmental consciousness toward apparel consumption. Measurement issues are also addressed.

Key Words: environmental attitude • apparel consumption.

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