Colour, Clothing, and the Concept of ‘Green’: Colour Trend Analysis and Professionals’ Perspectives

Alice Chu and Osmud Rahman

Journal of Global Fashion Marketing, 2012, vol. 3, issue 4, 147-157

Abstract: Increasingly, many fashion companies and organizations have introduced slogans such as ‘green is the new black’ and ‘get hip, get green’ to raise ‘green’ awareness as well as to build corporate image. This study was designed to explore industry opinion on what colour(s) is/are more likely associated with the notion of ‘green.’ In order to gain a deeper understanding of the relationship between colour and environmental issues, a self-administered questionnaire survey was used to collect data from various professionals. According to the present study, it is evident that certain colours are viewed to be more eco-friendly than others. The findings of this study provide insight and implications for fashion practitioners, educators and consumers on the concept of eco-friendly in general and colour attribute in particular.

Date: 2012
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DOI: 10.1080/20932685.2012.10600845

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