Bamboo-based as apparel in sustainable fashion: exploratory of market visibility, distribution barriers and research agenda

Purpose This review aims to explore the current research landscape on bamboo-based apparel in sustainable fashion, focusing on market accessibility and distribution hurdles, and propose a research agenda to guide future studies. Design/methodology/approach This review explores the current research landscape, emphasising market accessibility, distribution barriers and a proposed research agenda. Findings Although studies on sustainable textiles have increased, key gaps persist in understanding the structural and strategic challenges faced by small and medium-sized enterprises. This study suggests solutions such as localised supply chains, digital marketing strategies and policy reforms. It also highlights the importance of transparency and trust in promoting eco-conscious purchasing. Research limitations/implications Issues include fragmented supply chains, unclear certifications, weak branding and low consumer awareness. Academically, this review contributes by positioning bamboo apparel within sustainable fashion discourse, linking it to Sustainable Development Goals (SDG) 12 and SDG 8. Originality/value It offers insights into consumer behaviour, green marketing and retail innovation, providing practical guidance for producers, marketers and policymakers. Ultimately, this research bridges sustainability goals and industry practice, creating a foundation for future inquiry and interventions.