Purpose – The purpose of this research is to advance understanding of the socially responsible apparelconsumer by exploring apparel consumption behaviors perceived by consumers to be eco-conscious.Design/methodology/approach – This study used a qualitative approach to collect and analyze datafrom 26 American apparel consumers. Data collection for the study occurred through semi-structuredinterviews.Findings – Results indicate that the participants engaged in a number of perceived eco-consciousapparel acquisition behaviors. First, they adhered to acquisition limits by acquiring apparel based onneed and extending the lifetime of their apparel. Second, they acquired apparel made from fibers orhaving other attributes perceived as environmentally preferable. Finally, they acquired apparel throughsources believed to be environmentally preferable, including second-hand sources, eco-consciouscompanies, independently owned companies, and home sewing.Research limitations/implications – The sample of 26 American consumers means that the resultscannot be widely generalized. Future research should examine the apparel acquisition behaviors of alarger sample and include consumers from outside the USA.Practical implications – This study provides evidence that consumers engage in a range ofeco-conscious apparel acquisition behaviors, and a market segment of eco-conscious apparelconsumers exists. Apparel industry professionals can use this baseline information to aid in thedevelopment of eco-conscious apparel consumption strategies.Originality/value – This study contributes to increased understanding of eco-conscious apparelconsumption, an area with limited previous research, by identifying apparel acquisition behaviors thatconsumers perceive to be eco-conscious. The findings are valuable in the promotion of eco-consciousapparel consumption.
