Consumer Perception of Eco-Friendly Apparel: Insights from Bangladesh’s RMG Sector

Salma Honey and Prof. Dr. Md. Jakir Hossain
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Salma Honey: PhD Researcher, Department of Marketing, Jagannath University, Dhaka, Bangladesh
Prof. Dr. Md. Jakir Hossain: Professor, Department of Marketing, Jagannath University, Dhaka, Bangladesh

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 11, 2556-2564

Abstract: The global fashion industry is increasingly adopting sustainable practices, driven by consumer awareness and demand for eco-friendly products. In Bangladesh’s Ready-Made Garment (RMG) sector, eco-friendly apparel offers significant potential but faces unique challenges, including consumer price sensitivity, limited product availability, and awareness gaps. This study explores consumer perceptions of eco-friendly apparel in Bangladesh, assessing factors like purchase motivation, the impact of socio-economic and cultural contexts, and the prevalent attitude-behavior gap. The research findings indicate that although a significant segment of consumers places a high premium on environmentally sustainable products, their purchasing behavior is predominantly swayed by considerations of cost and quality. The insights provide actionable recommendations for stakeholders in the RMG sector to foster sustainable growth by aligning product quality, affordability, and effective marketing with consumer expectations.

Date: 2024
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