Aesthetics can no longer claim to be immune to “environmental considerations” and there is a need for a paradigm shift for consumer aesthetics, especially in the field of clothing. Aesthetic tastes and preferences of clothing consumers have wide-ranging environmental implications. The aim of the present study is to explain the factors affecting the promotion of environmental aesthetics of clothing consumers. This research is in line with improving the culture of consumption and changing the attitude of clothing consumers towards aesthetics and paying attention to nature, human and human-influenced environments, and developing the responsibility of consumers as active citizens.

This research is descriptive-survey in type, cross-sectional in time and applied in nature. The data collection method is using reliable documentary sources and surveying with a questionnaire tool from students of Islamic Azad University, and the collected information is presented based on various statistical methods, including path analysis in SPSS27 statistical software. The results of the present study showed that the students' environmental aesthetic attitude is directly affected by the components of environmental ethics with a standard regression coefficient of (0.347), clothing quality (0.310) and economic environment (0.253), marriage (0.189) and education (0.123). Also, the students' environmental aesthetic attitude is indirectly affected by the two components of cultural and social environment with a standard regression coefficient of (0.205) and sustainable clothing knowledge (0.061) through the impact on environmental ethics.