INTERNATIONAL JOURNAL OF RESEARCH AND SCIENTIFIC INNOVATION (IJRSI)
ISSN No. 2321-2705 | DOI: 10.51244/IJRSI |Volume XII Issue VIII August 2025
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Information Exposure in the Evaluation and Selection of Eco-
Friendly Apparels among Nigerian Undergraduates
Abigail Olukemi Olugbamigbe
Department of Home Economics, Adeyemi Federal University of Education, Ondo, Ondo State, Nigeria
DOI: https://doi.org/10.51244/IJRSI.2025.120800185
Received: 29 July 2025; Accepted: 04 Aug 2025; Published: 18 September 2025
ABSTRACT
Textiles could be one of the most un-sustainable products in the world. In their entire lifecycle from growing
the raw material or creating it from oil to manufacturing, selling and final disposal they can create a serious
problem. The study examined the role of information exposure in undergraduates’ evaluation and selection of
eco-friendly apparel. The study employed the use of descriptive survey. The study was carried out on three
hundred and ninety-one (391) students in Federal University of Technology, Akure, Ondo State. A structured
questionnaire made up of 32 items was used for data collection. Responses to the questionnaire were analysed
descriptively and inferentially. Findings revealed that information exposure on evaluation and selection of eco-
friendly apparels helps form perceptions about products, relates valuable information about the environmental
attributes of apparel items, it is a medium through which apparel companies build their brand identity among
others. Findings also revealed that eco-friendly apparels can reduce skin irritation and infection as a result of
chemicals used in production, boosts up the economy by using local resources and varieties, help socially by
giving more premiums to the growers (farmers) among others. It was recommended that school administration,
the government and non-governmental organizations such as the Green Institute Initiatives should organise
orientation programmes to further educate undergraduates and the general public on the concept of eco-
friendly and its importance and that textile producers and merchandisers should adopt a more environmentally
and socially responsible supply-chain management-practice and promote such practices to consumers and
other businesses.
Keywords – Eco-friendly, information exposure, students, sustainability
INTRODUCTION
Ever since the industrial revolution, human activities as continued to alter the balances in the ecosystem, this
alteration has led to several environmental problems and pollution underscoring the importance of environment
friendly activities. Burning of fossil fuel, commercial agriculture activities, indiscriminate disposal of wastes
are some of the activities responsible for the depletion of the eco-system. As part of the strategies to ensure
sustainability in the world, the concept eco-friendly emanated. The word ‘eco’ is short form ecology. Ecology
is the study of the interactions between organisms and their environment. Therefore ‘eco’ friendly (or ‘ecology
friendly’) is a term to refer to goods and services considered to inflict minimal or no harm to the environment.
Eco-friendly apparel refers to garments that have been created with consideration of the environmental impact
of the production process and, when possible, have had harmful processes, chemicals, and materials replaced
with less harmful substitutes (Brosdahl & Carpenter, 2010). Environmental consequences linked to the
transportation, distribution, consumption, and eventual disposal of the product are also relevant. There is really
no such thing as a 100% eco-friendly piece of clothing. This is because all clothing takes water (to grow the
fibre which makes the fabric) and energy (to make the fabric and the garment). Eco-friendly clothing are
clothing in which the producer ensured the use of fibres not grown or produced with damaging chemicals, and
fabrics not coloured with harsh dyes and paints. Eco-friendly clothing might mean clothing made of fibres
such as organic cotton and hemp, clothing that has been organically dyed with vegetables and fabrics that use
small amounts of precious water to grow, such as hemp and bamboo (Kavitha & Soundri, 2015).
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There are benefits at different life-cycle stages of the organic and eco-friendly fabrics trade, both for
consumers and producers. In the larger scale of effects it is important to see that eco-Friendly textiles and
clothing may travel half way around the world to reach the ethical customer. As the demand of such eco
friendly garments is increasing there exists a great scope for new entrepreneur to enter into this field. Textile
and clothing is a labour-intensive industry. It has many working procedures which form flow processes. Each
process makes various influences on the environment and human health. There are increasing numbers of cases
of people experiencing health problems such as rashes, allergies, respiratory and concentration problems due to
chemical sensitivities. Many have found organic clothing to be helpful in reducing exposure to the vast amount
of toxic chemicals (Kavitha & Soundri, 2015).
Although some research has investigated environmental concern and pro-environmental behavior in emerging
economies, it is not known to what extent exposure to information regarding the environmental impact of the
apparel supply chain and/or unsound apparel manufacturing practices (e.g., polluting water with harmful
chemicals and producing large amounts of waste water) contribute to consumers’ decision to purchase eco-
friendly apparel. In most cases the choice of consumers on apparels is not often due to some environmental
factors such as the weather condition or the harm it will pose on the environment. Fashion is one of the strong
determinants of a consumer’s choice of apparels, most especially consumers in the youthful age. Hence, the
consumer behaviour of quick disposal of apparels due to fast fashion. Butler and Francis truly found out about
the consumer attitude and a little bit ignorance in recognising the relationship between the apparels they are
purchasing and its relationship or impact on the environment.
Ideally, a consumer should be able to evaluate the environmental friendliness of a product based on reliable
information provided by all role players in the value chain. However, although advances have been made in the
supply of eco-friendly apparel, misconceptions based on conflicting and/or misleading information prevail. A
typical example includes the assumption that natural fibers such as cotton are more eco-friendly than synthetic
fibers. In reality, cotton represents one of the most water- and pesticide-intensive crops in the world. Factual
information such as the aforementioned is not always readily available (Ritch & Schroder, 2012). On the other
hand, it is not certain whether exposure to such information could endorse eco-friendly apparel choices. In a
recent study by Peterson, Hustvedt, and Chen (2012), respondents reacted negatively when exposed to
additional information about wool production.
Customized approaches whereby information is tailored to the unique characteristics of specific consumer
segments seem to be more successful. As an example, Lee, Choi, Youn, and Lee (2012) conclude that
marketers should distinguish between consumers with low communication involvement who prefer
straightforward uncomplicated messages and those with high communication involvement who require
detailed information to ascertain the credibility of a pro-environmental claim. Whether it be uncomplicated or
detailed, information is a basic requirement for consumers to make informed decisions as knowledge is a
prerequisite to buying behavior and influences every stage of the consumer decision-making process. As
pointed out by Ritch and Schroder (2012), consumer demand for eco-friendly apparel depends on information
and knowledge about environmental issues, as it will contribute to apparel consumers’ confidence in their own
pro-environmental choices.
A significant portion of the world’s non-degradable wastes is accrued from textile materials, most especially
the inorganic ones. Textiles could be one of the most un-sustainable products in the world. In their entire
lifecycle from growing the raw material or creating it from oil to manufacturing, selling and final disposal they
can create a serious problem. In order to reduce/convert textile waste to wealth, several constituted and solo
efforts has been made by the government and researchers, however, the problems associated with textile waste
still remain. Eco-friendly apparels as noted earlier are apparels that pose little or no threat to the general make
up of the environment.
The 21st century is an age where information can be easily passed across to the masses through the help of the
mass and social media. There are a lot of news circulating over the media about different topics and
occurrences and one of the prominent carriers of the information is the student (youths and adolescents). Since
sustainable development has been described as a necessary ingredient of the 21st century, it is important for the
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student population to make informed choices of apparels that are sustainable – eco-friendly apparels. This
study is an effort to educate students on the importance of selecting eco-friendly apparels.
Purpose of the Study
The main purpose of the study was to examine the role of information exposure in undergraduates’ evaluation
and selection of eco-friendly apparel. Specifically, the study:
1. examined the methods of evaluating and selecting apparels by undergraduates;
2. examined perception of undergraduates about eco-friendly apparel;
3. highlighted the roles of information exposure on evaluation and selection of apparels; and
4. educated undergraduates on the importance of selecting eco-friendly apparels.
METHODOLOGY
A. Research Design
Descriptive survey design was employed for this study. This design was adopted because descriptive studies
make no attempt to manipulate variables, and it is concerned with describing and interpreting existing
relationships, attitudes, practical processes and tends to compare variables.
B. Sample and Sampling Technique
The sample size of the study was determined using Yaro Yamane formulae, �� =
N
1+N (e)2. By calculation, the
sample size for the study will be 391. Simple random sampling technique was used to select 391 in FUTA
which constituted the sample size of the study.
C. Instrument for Data Collection
The research instrument that was used for the study was a fixed response structured questionnaire tagged:
Information Exposure and Selection of Eco-friendly Apparel Questionnaire (IESEAQ). The questionnaire
consists of five sections. The first section (Section A) consist of the personal data of the respondents, section B
consist of fixed response items on the methods of evaluating and selecting apparels, section C consist of fixed
response items on perception about eco-friendly apparel, section D consist of fixed response items on the roles
of information exposure on evaluation and selection of apparels while section E consist of fixed response items
on the importance of selecting eco-friendly apparels.
The questionnaire was structured in English Language. The instrument was validated by two (2) experts in
Home Management and Clothing and Textile and had a reliability index (r) of 0.913.
D. Analysis of Data
The frequency of respondents’ response for each item was counted and the percentage was calculated. The
mean of the questionnaire items was used and interpreted based on the statistical real limits of the numbers as
follows;
Table I Response Category Boundary
Category Point Limit
Strongly agree (SA) 4 3.50-4.00
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Agree (A) 3 2.50-3.49
Disagree (D) 2 1.50-2.49
Strongly disagree (SD) 1 0.50-1.49
A cut-off point (COP) was used to determine accepted or rejected items. The cut-off point was obtained by
adding up all the items. The formula for attaining the cut-off point is totaling the nominal values divided by the
number of nominal values. Any mean between 2.50 and above was considered as agreed, while any mean
below 2.50 was considered as disagreed.
RESULTS
Methods of evaluating and selecting apparels by undergraduates
Table 2: Methods Of Evaluating And Selecting Apparels By Undergraduates
N = 391
S/N Methods of evaluating and selecting apparels by undergraduates Frequency Rank
1. Information provided about the apparel. 261(66.8) 4th
2. Market dominated apparels 198(50.6) 7th
3. Type of retail store information/advertising 201(51.4) 6th
4. Personal/interpersonal sources 233(59.6) 5th
5. Product labels and hangtags 152(38.9) 8th
6. Radio talk shows 138(35.3) 9th
7. Price and affordability 361(92.3) 1st
8. Type of fabric construction and sensational characteristics 302(77.2) 2nd
9. Country of origin 274(70.1) 3rd
10. Eco-labeling 101(25.8) 10th
Key: N = total number of respondents
Table 2 presents the methods of evaluating and selecting apparels by undergraduates. The table revealed that
price and affordability (92.3%), type of fabric construction and sensational characteristics (77.2%) and country
of origin (70.1%) were some of the evaluating and selecting apparels. Respondents also selected and evaluated
apparels based on the information provided about the apparel (66.8%), through personal/interpersonal sources
(59.6%), type of retail store information and advertising and market dominated apparels (50.6%).
Perception of undergraduates about eco-friendly apparel
Table 3 Mean Rating On Perception Of Undergraduates About Eco-Friendly Apparel
S/N Perception of undergraduates students about eco-friendly apparel ��̅±SD
1. Eco friendly apparels are the garments that are produced with consciousness of the 3.60±0.533
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negative contribution of the production processes to the environment.
2. Eco-friendly textiles are sustainable. 2.37±0.851
3. Eco-friendly fabrics are cheap. 2.82±0.847*
4. All natural fibers are eco-friendly. 2.26±0.862
5. Eco-friendly apparels are made from a renewable resource. 2.95±1.052*
6. Eco-friendly fabrics require too much land to grow fully. 3.13±0.897*
7. Eco-friendly fabrics use excessive chemicals in their production. 2.99±0.611*
8. All synthetic fibers are eco-friendly. 2.78±1.055*
* mean greater that cut-off point (2.5) accepted as agreed
Key: ��̅ = mean, SD = standard deviation
Table 3 revealed that the mean responses of undergraduates on items 1, 3, 5, 6, 7 and 8 ranged from 2.82 to
3.60 and were greater than the cut-off point (2.5). Hence, respondents agreed to the items statement.
Roles of information exposure on evaluation and selection of eco-friendly apparels
Table 4 Mean Rating On The Roles Of Information Exposure On Evaluation And Selection Of Eco-Friendly
Apparels
S/N Roles of Information Exposure on Evaluation and Selection of Eco-friendly
Apparels
��̅±SD
1. Product labeling and information found in store are seen as important marketing tools
because perceptions about products are formed.
2.88±0.891*
2. The attributes convey on product labeling and hangtags fulfill an important role in
consumers’ evaluation and selection of conventional and eco-friendly apparel.
2.97±0.874*
3. Fibre content relates valuable information about the environmental attributes of apparel
items.
2.88±0.808*
4. Product labeling/hangtags have also become important mediums through which apparel
companies build their brand identity.
2.69±0.873*
5. Eco-labelling can also assist consumers in identifying eco-friendly apparel 2.65±1.023*
6. Through exposure to trustworthy, well-directed information about fabrics consumers
might be able to improve their knowledge on the environmental friendliness.
2.90±0.674*
7. Eco-labelling provides more assurance that a product is made according to environmental
standards.
3.02±0.943*
* mean greater that cut-off point (2.5) accepted as agreed
Table 4 revealed that the mean responses of undergraduates on all items ranged from 2.65 to 3.02 and were
greater than the cut-off point (2.5). Hence, respondents agreed to all items statement.
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Importance of selecting eco-friendly apparels
Table 5 Mean Rating On The Importance Of Selecting Eco-Friendly Apparels
S/N Importance of Selecting Eco-friendly Apparels ��̅±SD
1. Many conventional dyes and fixatives contain heavy metals and dioxins that are found to
cause cancer.
2.72±1.029*
2. To reduce skin irritation and infection as a result of chemicals used in production. 2.91±0.989*
3. The organic cotton boosts up the economy by using local resources and varieties. 2.60±0.918*
4. Eco-friendly apparels help socially by giving more premiums to the growers (farmers). 2.62±1.097*
5. It eliminates the risks of chemical impact on human beings and its surroundings. 2.86±0.865*
6. Organic cotton also ensures food security and health care by providing contamination free
food.
2.89±0.751*
7. Eco-textile made of soy fibers help to reduce waste. 2.79±0.902*
* mean greater that cut-off point (2.5) accepted as agreed
Table 5 revealed that the mean responses of undergraduates on all items ranged from 2.65 to 3.02 and were
greater than the cut-off point (2.5). Hence, respondents agreed to all items statement.
DISCUSSION OF FINDINGS
Selecting and evaluating apparels could be a carefully orchestrated or done haphazard. For a carefully
orchestrated procedure, some of the things undergraduates consider include price and affordability, type of
fabric construction and sensational characteristics, country of origin, information provided about the apparel,
personal/interpersonal sources, type of retail store information and advertising and market dominated apparels.
In line with this finding, Norum (2005) observed that price is often the main criterion for choice in apparel
decision making. Media sources such as television and radio programmes as well as magazines and newspaper
articles are considered neutral sources of information about apparels. Similarly, in terms of environmental
issues respondents’ main sources of information were newspapers, television, and radio and van Staden and
van Aardt (2011) rated retail store information/advertising as the most influential source of fashion
information.
On the perception of undergraduates about eco-friendly apparel, it was observed that students did not have a
clear idea of eco-friendly apparel. For instance they rightly noted that eco-friendly apparels are the garments
that are produced with consciousness of the negative contribution of the production processes to the
environment, are made from a renewable resource and that eco-friendly textiles are sustainable. According to
Ali (2016) eco-friendly apparel can be termed as the garments that are produced keeping in mind elimination
or reduction of the processes, materials or actions that contribute negatively for environmental and social
echelons of society. However, they misconstrued eco-friendly apparels to be cheap, natural fibres, require too
much land to grow fully, require use of excessive chemicals in their production and that they are all synthetic
fibres. Eco-friendly attributes include the use of sustainably grown or raised ingredients, produced in ways that
do not deplete the ecosystem. Hustvedt and Bernard (2010) and Ritch and Schroder (2012) observed that price
and affordability are issues frequently highlighted in consumers’ acceptance of eco-friendly alternatives,
indicating that eco-friendly apparels are not cheap. Evidently, eco-friendly fabrics do not come cheap.
The study also examined the roles of information exposure on evaluation and selection of eco-friendly
apparels. It was observed that product labeling and information found in store are seen as important marketing
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tools because perceptions about products are formed, the attributes convey on product labeling and hangtags
fulfill an important role in consumers’ evaluation and selection of conventional and eco-friendly apparel and
that fibre content relates valuable information about the environmental attributes of apparel items. In line with
this finding, Hyllegard, Paff Ogle and Lee (2012) noted that product labeling and hangtags usually convey
information about the product such as the price, country of origin, brand name and other characteristics such as
fibre content. Ritch and Schroder (2012) added that these attributes (price, country of origin, brand name and
other characteristics such as fibre content) fulfill an important role in consumers’ evaluation and selection of
conventional and eco-friendly apparel.
Similarly, the study found out that product labeling/hangtags have also become important mediums through
which apparel companies build their brand identity, eco-labelling can also assist consumers in identifying eco-
friendly apparel, through exposure to trustworthy, well-directed information about fabrics consumers might be
able to improve their knowledge on the environmental friendliness and that eco-labelling provides more
assurance that a product is made according to environmental standards. In line with this finding, D’Souza,
Taghian and Lamb (2006), Hyllegard et al. (2012) opined that product labeling and information found in store
are seen as important marketing tools because perceptions about products are formed to some extent by
exposure to advertising and/or information on product labels.
Eco-friendly apparels are important for environmental sustainability. An examination of the importance of
selecting eco-friendly apparels revealed that respondents conceived that many conventional dyes and fixatives
contain heavy metals and dioxins that are found to cause cancer, eco-friendly apparels can reduce skin
irritation and infection as a result of chemicals used in production and that the organic cotton boosts up the
economy by using local resources and varieties. In line with this finding Malik (2014) remarked that
conventional garments are often contaminated with chemical dyes and garment finishes.
Furthermore, the findings revealed that eco-friendly apparels help socially by giving more premiums to the
growers (farmers), it eliminates the risks of chemical impact on human beings and its surroundings, organic
cotton also ensures food security and health care by providing contamination free food and eco-textile made of
soy fibers help to reduce waste. In consonance with the finding of the study, the organic cotton is beneficial in
many ways; it creates healthy environment and boosts up the economy by using local resources and varieties, it
helps socially by giving more premiums to the growers (Farmers) and eliminates the risks of chemical impact
on human beings and its surroundings by eliminating the extensive use of fertilizers and pesticides during its
growth. Also it is in line with the assertion of Kavitha and Soundri (2015) that many have found organic
clothing to be helpful in reducing exposure to the vast amount of toxic chemicals people are unknowingly
exposed to on a daily basis. Fabrics and textiles that is truly sustainable and eco-friendly is essential these
days.
CONCLUSION
Students do not have a clear and informed idea about eco-friendly apparels but seem to understand the
importance and the roles of information exposure in the selection and evaluation of eco-friendly apparels.
Students consider price and affordability, type of fabric construction and sensational characteristics, country of
origin, information provided about the apparel, personal/interpersonal sources, type of retail store information
and advertising and market dominated apparels when selecting or evaluating apparels. Information exposure is
the key to informing students on the environmental attributes of apparel items, brand identity, identifying eco-
friendly apparel and improving consumers’ knowledge on the environmental friendliness.
RECOMMENDATIONS
Based on the research findings, the followings were recommended:
there should be orientation programmes organized by the school administration, the government and
non-governmental organizations such as the Green Institute Initiatives to further educate
undergraduates and the general public on the concept of eco-friendly and its importance;
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strict laws restricting/limiting the use of non eco-friendly items should be made by the government and
effectively monitored to ensure adherence of ;
textile producers and merchandisers should adopt a more environmentally and socially responsible
supply-chain management-practice and promote such practices to consumers and other businesses
business managers need to communicate the environmental and social impacts associated with product
use to their consumers. This means addressing and making consumers aware of any hidden costs of
product ownership and educating consumers on how to decrease their “carbon” footprint when they
make purchases.
businesses can also institute such practices, in addition to bigger initiatives, such as company-wide
recycling programmes to conserve natural resources and telecommuting for employees, which
decreases air pollution and fuel consumption by eliminating daily travel to work. Companies
sometimes label their products "eco-friendly" or "environmentally friendly" without them truly being
so. Called "green washing," marketing campaigns perpetuate this practice, aimed at helping companies
increase their product sales by appealing to ecologically conscious buyers.
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