The purpose of this study was to investigate the level of environmentally conscious consumer behavior, and to identify the influencing variables and causal relationship. Data were collected from questionnaires with 275 housewives who were residents of Seoul and Kyunggi-do. The major findings were as follows : (1) The level of environmentally conscious behavior differed significantly according to occupation, income, averaged monthly clothing expenses, residence type and residential area. (2) The consumer′s clothing behavior related to the environmental consciousness differed significantly according to age, education, matrimonial status, income, average monthly clothing expenses, residence type and residential area. (3) The use of mass media differed significantly in the consumer′s environmental consciousness.