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Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh

Author

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  • Md Mehedi Hasan

    (School of Fashion Design and Engineering, Zhejiang Sci-Tech University, Hangzhou 310058, China)

  • Liling Cai

    (Department of Fashion Design and Engineering, School of International Education, Zhejiang Sci-Tech University, Hangzhou 310058, China)

  • Xiaofen Ji

    (Department of Fashion Design and Engineering, School of International Education, Zhejiang Sci-Tech University, Hangzhou 310058, China)

  • Francisca Margarita Ocran

    (School of Textile Science and Engineering, Zhejiang Sci-Tech University, Hangzhou 310058, China)

Abstract

This research study aims to achieve a developing country’s sustainable development in the clothing industry by exploring consumer behavior to a willingness to purchase organic cotton clothing (OCC) and apparel retailers’ responsibilities. Organic cotton clothing development in the fashion industry could play an important role in textile and environmental pollution and create new business opportunities for green clothes. Survey data was collected from top cities in Bangladesh, and 303 useable responses were collected (81.5% male and 18.5% female). In our survey, 60.7% of the participant was employed. This research model was inspired by the Theory of Reasoned Action (TRA) and added some new variable that influences purchase willingness under OCC fashion in developing countries like Bangladesh. The findings of this study stated that consumer environmental concerns and consumer attitudes positively impact the OCC purchase willingness of Bangladeshi consumers. Also, the authenticity and fashionable of OCC products have a significant impact on Bangladeshi consumer purchase intention. Product Performance found an indirect effect on Bangladeshi consumers’ intention. Furthermore, this study will find that the Bangladeshi market is already very aware of the sustainability movement and concerned about environmental issues. Retailers should focus more on environmental awareness of OCC textile and authentic OCC items. Also, this study will update previous research findings on consumer attitudes toward OCC fashion in the Bangladesh market.

Suggested Citation

  • Md Mehedi Hasan & Liling Cai & Xiaofen Ji & Francisca Margarita Ocran, 2022. "Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh," Sustainability, MDPI, vol. 14(8), pages 1-13, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:8:p:4827-:d:796022
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    References listed on IDEAS

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    1. Arnt Meyer, 2001. "What's in it for the customers? Successfully marketing green clothes," Business Strategy and the Environment, Wiley Blackwell, vol. 10(5), pages 317-330, September.
    2. Ting Chi & Jenisha Gerard & Alison Dephillips & Hang Liu & Jing Sun, 2019. "Why U.S. Consumers Buy Sustainable Cotton Made Collegiate Apparel? A Study of the Key Determinants," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    3. Nepomuceno, Marcelo Vinhal & Laroche, Michel & Richard, Marie-Odile, 2014. "How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 619-629.
    4. Khozema Ahmed Ali & Mardiana Idayu Ahmad & Yusri Yusup, 2020. "Issues, Impacts, and Mitigations of Carbon Dioxide Emissions in the Building Sector," Sustainability, MDPI, vol. 12(18), pages 1-11, September.
    5. Nornajihah Nadia Hasbullah & Zuraidah Sulaiman & Adaviah Mas’od & Hanis Syuhada Ahmad Sugiran, 2022. "Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers," Sustainability, MDPI, vol. 14(4), pages 1-24, February.
    6. Hsiang Te Liu & Ruey-Chyn Tsaur, 2020. "The Theory of Reasoned Action Applied to Green Smartphones: Moderating Effect of Government Subsidies," Sustainability, MDPI, vol. 12(15), pages 1-15, July.
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    Cited by:

    1. Md. Shamsuzzaman & Md. Abdullah Al. Mamun & H M Rakib Ul Hasan & Ready Hassan & Ayesha Zulkernine & Md. Atiqur Rahman Atik & Mazed Islam, 2025. "Fashion Circularity: Potential of Reusing and Recycling Remnant Fabric to Create Sustainable Products," Sustainability, MDPI, vol. 17(5), pages 1-22, February.
    2. Yoo‐Kyoung Seock & Jeongah Shin & Yein Yoon, 2024. "Embracing environmental sustainability consciousness as a catalyst for slow fashion adoption," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(4), pages 4071-4081, August.
    3. Chen Pang & Jie Zhou & Xiaofen Ji, 2022. "The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    4. Bo Wu & Xiufen Xie & Weicheng Ke & Huiying Bao & Zhilan Duan & Zhenyu Jin & Xiaoqun Dai & Yan Hong, 2022. "Merchandising for Sustainable Fashion: A Systematic Literature Review," Sustainability, MDPI, vol. 14(20), pages 1-19, October.
    5. Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.

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