CONSUMER BEHAVIOR TOWARD ECO-FRIENDLY APPAREL IN CENTRAL AND EASTERN EUROPE

Abstract

This review consolidates research on consumer attitudes towards eco-friendly clothing in Central and Eastern Europe (CEE), situating its findings within overarching global trends. Despite swift economic development and rising consumer wealth, CEE markets face unique challenges such as notable price sensitivity, insufficient awareness of sustainability issues, and skepticism regarding green marketing claims. Consumers are driven by ethical values, perceptions of quality, social influences, and practical benefits; however, they encounter significant obstacles, including higher prices, limited availability, cultural preferences for fast fashion, and established consumption habits. Demographic analyses indicate that younger, educated urban consumers are the most open to sustainable clothing, suggesting opportunities for targeted marketing. Effective approaches to increasing the adoption of eco-apparel in CEE focus on integrating sustainability with essential product characteristics—style, quality, affordability—and building consumer trust through transparent branding and readily available information. The review highlights the urgent need for multi-faceted interventions, such as educational initiatives, clearer labeling, and strategic pricing, to address the ongoing attitude–behavior gap in these emerging European markets.