This thesis examines young shoppers' perceptions of eco-clothing online shopping. We live in a time when textile industry clothing is consciously being collected for the recycling purposes. In this way, ecological production goals would be met, more attention would be paid to recycling and waste collection, and this would significantly contribute to the broader described. The concept of energy and environmental economics and their relation are also described. Subsequent, it is explained what e-commerce is, the existing types of e-commerce are described, as well as the real advantages and disadvantages of e-commerce. A survey conducted through a social media questionnaire shows young people's perception of online shopping for clothing. Do they think that eco clothing is better quality? How much influence do social media questionnaire shows young people's perception of online shopping clothing. The goal is to study whether people buy clothing through an online service and whether they consider eco clothing to be the future. The applicability of the expected results is illustrated by the digital business model of buying online clothing. The final chapter concludes with the results of the research and development of the digital business model itself.