Abstract
As consumers become more concerned about the social, environmental and ethical impact of their decisions and actions, the consumer behaviour has changed dramatically (Ramberg, 2007). Consumers has started to accept and purchase organically made clothes, thanks to the campaign of eco-friendly companies like Edun as well as major players such as Zara and Levi's and the non-profit entity Organic Consumer Association. As a result, organic clothes have been able achieve high sales, and purchasing eco-friendly clothes has become trendier and more mainstream (Ramberg, 2007).
In the following section, the involvement of those companies in raising awareness of organic clothing will be analysed.
