Consumer behavior towards apparel is a complex and varied phenomenon, and the introduction of “green” apparel further complicates the decision-making process. Therefore, it is crucial to study the behavior of consumers who prefer eco-friendly clothing brands. The study begins by examining the characteristics that classify a brand as “green” and provides a comprehensive definition for such brands. Moreover, the study investigates the factors that impact green consumers’ perception of brands and their relationship with them, and proposes a conceptual model for identifying the components that influence such behavior. These models have been subjected to reliable and valid testing and have been widely accepted. Studying the behavior of green consumers towards eco-friendly apparel is a new area of research that involves identifying various components of consumer behavior that can elicit a positive response. By identifying these components, marketers can develop effective marketing strategies that promote positive perceptions of green brands and foster strong relationships with green consumers, thereby enhancing their brand positioning and recall. Additionally, this research seeks to divide consumers into segments with an identified marketing template to improve their perception or relationship with green apparel brands.