The main objective of this thesis was to understand whether there are differences in consumption between young Belgian and Finnish consumers with regard to eco-friendly clothing. Indeed, the consumption behavior can vary from one country to another, so it was important to choose two different countries in order to allow the writer to have a point of view from both countries. The author chose this topic because in the next few years she would like to start her own eco-friendly clothing company and to do this the author had to analyze which of the two markets might be more interested in this type of clothing. In order to get a better understanding of consumer behavior, the theoretical part of the thesis was written about consumer behavior, the buying process as well as the internal and external environment. After writing the theoretical part, a quantitative study was started. This study was launched via Google Forms and was sent as a private message to the author's entourage via social networks such as Instagram, Messenger, WhatsApp, and Snapchat. Once the data was collected, the author analyzed the results one by one to allow an accurate and reliable analysis. These results revealed that consumer behavior will indeed vary depending on whether the consumer is Belgian or Finnish since, when analyzing the respondents' answers, it was revealed that Finns shop more often alone than accompanied, while Belgians are more likely to be accompanied by their relatives or friends. Consumption behavior will therefore be influenced by their external environment. Expectations will also be different as the living environment in which the Belgian and Finnish respondents live is different. Indeed, the study found that Belgians will be more sensitive to price than the Finns, as well as to the environment, and this can be explained by the fact that the Finns are more sensitive to ecology than the Belgians. Today's world has to deal with the problems that climate change is causing in the environment and more specifically the damage ...