Factors influencing eco-friendly apparel purchase behavior of Bangladeshi young consumers: case study

Md. Sobuj · Adnan Maroof Khan · Md. Mazedul Islam

69 citations0/0 files storedResearch Journal of Textile and Apparel

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Environmental Sustainability in Business Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

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.

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References

1991The theory of planned behavior 1988Structural equation modeling in practice: A review and recommended two-step approach.1987Practical Issues in Structural Modeling 2014Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers 1992A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action 2015Predicting green product consumption using theory of planned behavior and reasoned action 2020The environmental price of fast fashion 2013Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels

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