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Article
Publication date: 1 March 2021

Md. Sobuj, Adnan Maroof Khan, Md. Ahashan Habib and Md. Mazedul Islam

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Details

Research Journal of Textile and Apparel, vol. 25 no. 2
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 25 February 2022

Md. Sobuj, Mohammad Asharaful Alam and Akhiri Zannat

The purpose of this study was to find the key face mask features using Kano model in combination with a hierarchical cluster analysis based on customer satisfaction (CS…

Abstract

Purpose

The purpose of this study was to find the key face mask features using Kano model in combination with a hierarchical cluster analysis based on customer satisfaction (CS) and preference.

Design/methodology/approach

This study used 171 responses collected from a self-administrated online survey with convenience sampling where respondents were asked about 16 different features of face masks.

Findings

The study revealed that, among 6 Kano categories, 15 features were categorized as “one dimensional” and only the high price fell under the “reverse” category but all features were not equally weighted by customers. The result also showed viral protection and comfortability were the most desired features by customers regardless of its price and the “color matching” feature can act both as “one dimension” and as “attractive” feature.

Research limitations/implications

This study will help face mask producers to drive their resources towards those features which customers value more by showing how to prioritize features even if they fall under the same category.

Originality/value

This study used customer satisfaction and dissatisfaction index along with an unsupervised machine learning tool to improve features classification based on Kano model. The findings of this study can be used to formulate future research studies.

Details

Research Journal of Textile and Apparel, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1560-6074

Keywords

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