This empirical study responded to the need for better understanding of consumer-desired values from environmentally friendly apparel (EFA) consumption to support effective product development and marketing. A multi-dimensional consumer perceived value (CPV) model (i.e. social, emotional, quality, and price values) was utilized to identify the desired EFA values among Chinese consumers. From a national survey of Chinese consumers, 1388 eligible returns were collected. Exploratory factor analysis and confirmatory factor analysis were conducted for data analysis. The scales of each value construct were proven reliable and valid and the CPV model exhibited a satisfactory model-to-data fit. Four value constructs accounted for most of the variance of CPV (78%). Social value is the most desired value, followed by price, emotional, and quality values. Communicating the social contribution of EFA consumption to consumers is crucial as the social responsibility movement in China favors a fundamental consumer lifestyle change toward sustainability.
