Increasing consumption in the South African emerging economy necessitates stringent effort toward developing environmental information campaigns that stimulate preferences for eco-friendly alternatives. This qualitative study explores the role of exposure to information about the environmental impact of the apparel supply chain in female students' evaluation and selection of apparel. Based on the outcome of garment selection exercises and focus group discussions, participants were not swayed by exposure to hang tags, audio-visual or printed information sources to prioritize eco-friendly features in their choice of product, nor were they willing to compromise on attributes such as price for the sake of the environment. Participants' recommendations include standardized eco-labels to facilitate identification of eco-friendly alternatives and message content that is short, precise and factual. Interpersonal communication could represent an influential source of information and merits further investigation into the relevance of normative social influence on pro-environmental apparel behavior in the South African emerging economy.