Increasing consumption in the South African emerging economy necessitates stringent effort toward developing environmental information campaigns that stimulate preferences for eco-friendly alternatives. This qualitative study explores the role of exposure to information about the environmental impact of the apparel supply chain in female students' evaluation and selection of apparel. Based on the outcome of garment selection exercises and focus group discussions, participants were not swayed by exposure to hang tags, audio-visual or printed information sources to prioritize ecofriendly features in their choice of product, nor were they willing to compromise on attributes such as price for the sake of the environment. Participants' recommendations include standardized ecolabels to facilitate identification of eco-friendly alternatives and message content that is short, precise and factual. Interpersonal communication could represent an influential source of information and merits further investigation into the relevance of normative social influence on proenvironmental apparel behavior in the South African emerging economy.

The harmful impact of the apparel supply chain on the environment is becoming a global reality. However, consumer awareness of the environmental problems caused by this industry is not always obvious in their apparel buying decisions. A qualitative approach was used to explore young female consumers' existing levels of environmental knowledge, and whether that environmental knowledge is reflected in the evaluation and selection of apparel. Non‐probability purposive sampling was used to ensure the inclusion of young female students (19–22 years old, n = 29). Participants first had to write an essay on the subject of pertinent environmental issues and then participated in a focus group discussion on the evaluation and selection of a t‐shirt. Results suggest that the participants have general environmental knowledge. They have the ability to identify environmental problems as well as the causes and consequences of these environmental problems. However, participants' environmental awareness and their knowledge pertaining to the actual production and supply of environment‐friendly apparel in the South African context were very limited. The results also highlight the product attributes important to the participants when evaluating and selecting apparel such as price, aesthetics and functionality of the garment, but environmental attributes such as organic cotton, locally produced, reduced waste techniques and not using harmful chemicals did not feature high under the attributes participants considered. They prioritized price, aesthetics and fit above other attributes (including environmental attributes). Environmental knowledge was not consciously considered in their general apparel decision making, even though participants indicated that they do care about the environment.