Consumers are adopting a greener lifestyle, and demanding more environmentally friendly options. This demand has transcended into the fashion industry. Eco-fashion, which recently was considered exclusive, now is a major focus for large brands and retailers. While the conscious consumer is growing, their attitudes towards environmentally friendly fashion are unclear. This thesis aims to shed light on the consumers involved in this market. Eco-fashion can be anything from organic cotton or bamboo to repossessed materials. The options to reduce the environmental impact of apparel are immense, making the market infinitely large.