The market for eco-labelled products has developed rapidly from the early nineties in Sweden. There is a full variety of environmentally friendly products on the market today, and perhaps organic food is the most popular alternative. Eco-clothes have not reached the same amount of success as other eco-labelled products on the Swedish market. In this essay I will discuss and analyze which factors that have influenced green consumers attitude and behavior towards eco clothing. Four interviews with green consumers in Karlstad have been done in order to explore consumers attitude and behavior. I have with the help from two well-tried attitude and behavior models been able to determine the factors that affecting consumer behavior on eco-friendly clothes. The roots are to be found in the bad correlation between social acceptance and the false mental imagery produced by misinterpretation of eco-labelled clothes. And even though there are positive attitudes between consumer and eco clothes the consumers experience that there are no supply of eco clothes in the stores. Is it really possible to demand something if you believe it does not exist?