A Study on Bangladeshi Fashion Consumers’ Knowledge of Sustainable Purchasing Behaviour

Sustainable practices are increasingly prioritized in the global textile and garment industry to address pressing environmental and social issues, with consumer involvement being essential. As one of the largest apparel exporters, Bangladesh is crucial in the industry's sustainability efforts and challenges. This study investigates the knowledge, attitudes, and behaviours of Bangladeshi consumers regarding sustainable fashion, employing a descriptive research design and a quantitative survey that garnered 276 valid responses. The findings reveal a significant level of awareness about sustainable fashion, particularly among younger generations, and an acknowledgment of its environmental benefits. However, challenges such as high costs and limited access to eco-friendly products impede broader adoption. The study also indicates that consumers possess positive attitudes toward sustainable fashion and are willing to engage in sustainable practices when supported by education and awareness initiatives. Interestingly, socioeconomic factors such as education, income, and occupation have a minimal impact on awareness and behaviour, suggesting the potential for participation across a wide range of demographics. The research concludes with recommendations to enhance consumer education, implement transparent pricing strategies, and carry out targeted promotions to encourage the adoption of sustainable fashion in Bangladesh. These insights emphasize the importance of informed consumers and systemic support in fostering sustainability within local and global apparel markets.