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This study investigates the topic of Eco- sustainability in the Jeanswear sector. The objectives are (1) to focus on Sustainable Development and Green Marketing in the Denim industry, (2) substantiate all of the theory through the tangible case of Levi's(r) Eco Jeans and (3) rank the factors that consumers value while making jeans purchase decisions. The survey instruments consist of both a questionnaire and of a qualitative research. The data stemming from the questionnaire are analyzed using factor analysis and the most important criterion for jeans assessment turns out to be related to...