“…It is, therefore, not surprising that green apparel has attracted the attention of consumers, manufacturers and researchers in the recent past. Indeed, scholars have highlighted the growing media coverage of the negative social and environmental effects of non‐green products and practices (McNeill et al, 2020), the dissemination of information related to the benefits of green products (McNeill & Venter, 2019) and the growing consumer awareness and concerns about the environment (Gilal et al, 2020; Testa et al, 2019) as the key drivers of this increase in green apparel demand (Diddi et al, 2019). In a recent report, Moore (2019) found that 33% have switched, and 50% of the remaining sample are intending to switch their apparel product consumption from non‐green to green apparel brands in the near future.…”