Abstract

The purpose of this study is to investigate the relationships between attitudes toward patriotism, environmentalism, and the purchase of organic clothing. An online questionnaire consisting of items about patriotism, attitudes toward the environment, attitudes toward organic or “eco-friendly” apparel, and demographics was administered to 306 students at a Southeastern US university. The results showed there were statistically significant differences between high and low patriotism groups in their environmental concerns and pro-environmental beliefs. However, there were no statistically significant differences between high and low patriotism groups in attitudes toward purchasing organic apparel and environmental beliefs. The limitations of the study included using (1) a student sample, (2) a geographically limited sample, and (3) only two items to measure environmental beliefs, potentially providing an incomplete assessment. Marketers could place emphasis on how purchasing “American Made” goods also support the long run preservation of the environment. “American Made” retailers can create future marketing campaigns that highlight love of country and the environment by including messaging within point-of-sale displays. This study adds to the limited body of knowledge connecting the influence of patriotism to environmental concerns, pro-environmental beliefs, attitudes toward purchasing organic apparel, and environmental beliefs.