The purpose of this study is to investigate the factors that influence eco-friendly apparel purchase behaviors concerning Bangladeshi young consumers in light of the theory of planned behavior.
Data were collected by a survey among 198 respondents in Bangladesh in terms of consumer attitude, subjective norm (SN), perceived behavioral control (PBC), environmental concern (EC), environmental knowledge (EK) and purchase intention (PI). Structural equation modeling approach was used to find out the influencing factors.
The study reveals that purchase intention is significantly influenced by attitudes, SN, EC and EK of consumers. Consumers perceived behaviors variable is always not an accurate predictor to control actual purchase behavior. SN and EK were found to be highly influential to eco-friendly apparel purchase patterns among young consumers in Bangladesh.
This study provides key marketing insights for retailers and practitioners on how strategically they can decide for fashion consumers, specifically the young group in Bangladesh. Eco-friendly apparel purchase behaviors will gradually influence the retail business contexts for retailers. The study reveals the need for eco-labeling and marketing strategies of eco-friendly apparel products among young consumers to communicate benefits and green values among wider consumers. Findings were restricted to specific young consumers group in Bangladesh and did not examine purchase behaviors of other consumer segment.
The study reveals that Bangladeshi young consumers are becoming concerned about purchasing apparel products. It provides valuable insights for entrepreneurs, practitioners and marketers to trace and perceive purchase behavior of the Bangladeshi young consumers while adopting a strategic marketing approach.
The authors would like to acknowledge the cooperation of the Department of Apparel Engineering, Bangladesh University of Textiles. The authors also acknowledge the young consumers of Bangladesh who participated in this study. The authors acknowledge the anonymous reviewers for their valuable comments in improving the manuscript quality. This research is the outcome of the project work and has received no external funding.
Authors Contributions: M.S and A.M.K conceived the study and designed the methodology. M.S collected and analyzed data under A.M.K’s supervision. M.S and M.M.I planned, designed and wrote the manuscript with inputs from AM.K. M.S performed software analysis, interpretation, visualization, interpretation and validation of data with input from M.M.I, A.M.K and M.A.H, respectively. M.M.I and M.S edited, reviewed, addressed the reviewer comments and proofread the manuscript with input from A.M.K and M.A.H. All authors reviewed and approved the manuscript.
Sobuj, M., Khan, A.M., Habib, M.A. and Islam, M.M. (2021), "Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study", Research Journal of Textile and Apparel, Vol. 25 No. 2, pp. 139-157. https://doi.org/10.1108/RJTA-10-2019-0052
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