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Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 641
Eco Fashion: A Study of Consumer
Perception and Preference in Bangladesh.
Sarmily Sarker
MFA (Textile Design), Lecturer, Fashion Design and Technology.
BGMEA University of Fashion & Technology (BUFT)
Abstract: The purpose of this research is to
understand the Current situation of Eco fashion and
its position in the grassroots level in Bangladesh;
what does the local consumer thinks about it and to
find out what will be the possible obstacles in the way
of Eco fashion to emerge in Bangladeshi market.
Possible solution for development and what kind of
Governmental help will be expected. Motivating the
RMG sectors to develop the Eco fashion sector in
Bangladesh is one of the reflecting intention. Raising
consumer awareness about Eco fashion is the prime
motto of this research.
In order to understand the consumer perception, a
survey was held in Bangladesh. Basically, the survey
was more focused about Eco fashion, what the
consumer’s preference and perception regarding Eco
fashion. The results and findings were really
surprising. Most of the people in Bangladesh lack
knowledge about Eco fashion. Those who have some
knowledge are real basic.
Environment friendly issues motivate Bangladeshi
people most towards Eco fashion. The main
demotivating point regarding Eco fashion is its
costing and price in market. All the participants in
the survey morally supports ethical fashion without
any doubt and does not matter whether it is about
Eco fashion or about non-eco. But dramatically they
lack knowledge about the proper meaning of ethical
fashion. What they basically support is that,
maximising benefits to people and community and
minimising impact on earth which is the base of Eco
fashion. Reasons; why Eco fashion is still outlined in
Bangladesh is the RMG sector and the Govt. is not
really conscious about the positive impacts with Eco
fashion. Also the income level of our general people
has a big impact towards the development of Eco
fashion. People hear in this country are not
motivated by what they see or feel. In Bangladesh
people are mainly motivate by their income and
society.
Public awareness regarding environmental issues
has got massive importance and we are all aware
about this. This is why Eco fashion is a hot topic now.
But lack of knowledge and lack of attention is
damaging the possibilities of Eco fashion to emerge
in Bangladesh fashion sector. It is high time to speak
up and save something great for better future.
KEYWORDS: Eco Fashion, Customer Perception
and perception, Environment,
Introduction:
Rich amount of studies on consumer manners
towards environment friendly products has been
conducted starting from early 1970 (Sudhir
Sachdev, 2011). According to ISO (International
Standard Organization); Eco-Friendly fashion
stands for: “Identifying the general environmental
performance of a product within a product group
based on its whole life-cycle in order to contribute to
improvements in key environmental measures and to
support sustainable consumption patterns.” (Luz
Claudio, 2007). In case of purchasing Eco friendly
products consumers do not balance their preference
for aesthetics and appeal of the garment and they do
give importance towards ethical apparels too (Shaw,
et al., 2006). Shaw also cited in his studies that, less
attractive appeal of ethical fashion is another
disturbing factor for the buyers and making this item
less attractive towards consumers. when consumers
goes to buy an apparel the most vital thing which
matters is that the apparels must be stylish or trendy
and retailers should always remember that as a seller
(Shepherd, 2010). Necessity is more important than
functional reason to buy apparel, for example saving
our bodies from outdoor harsh weather condition.
Moreover Eco friendly clothing are intended to save
the environment and society from harms of textile
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 642
manufacturing which can be linked with functional
performance of Eco friendly apparels (Scarpi, 2006).
Society and ecological values got more priority then
only building profit in this new age (Anupama,
2010). Fulfilling human desire with lowest possible
effect on the natural environment, this package can
only be found in green or environmental marketing
(Polonsky 1994b). Consumers are now more
couscous about with every purchase what will be the
effect or affect on society and to the surroundings
(Hye-Shin Kim, 1995). Regarding the position of
Eco friendly industry in foreign countries, good
numbers of brands like H&M, Zara or designers like
Marc Jacobs or Stella McCartney are pushing a lot
(Fineman, 2001). "Ironically, supply seems to
precede demand in the Eco-fashion industry"
(Fineman, 2001). Despite the ever increasing
volumes of clothing trade and overflow of
conventionally made apparel and fashion related
products, many businesses and retailers are still
creating difference in the society by considering Eco
fashion production and retailing as the core of their
policies. Not only producing the Eco friendly
garment but also making sure that the goods or
clothing are prepared keeping in mind that,
consumers are now giving importance of aesthetic
value in buying Eco friendly products that should be
always stored (Saad ali ,2015). For example, Heavy
Eco, an Estonia based company is using prison labor
from Estonia and Lativa, utilizing their creativity by
producing Eco garments wear; selling it in the
market. Buyers of these products are thinking they
are purchasing these products for noble cause; and
yes, these purchase profits goes for good. 50% profit
earned from these business goes or the development
of homeless and needy people of the society,
lowering the criminal activity for earning. Moreover
it also helps the prisoners to develop a positive
thinking that, they are also contributing for the
society (Toomas Plunt, 2011).
In 2007, Newholm and Shaw called for researches
on moral consumption patterns across cultures. The
Green Advisory Board came up with a list of criteria
for Eco fashion development. The list consists:
reasonable/ moral trade; native; custom/tailor made;
organic/natural textiles and materials; recycled/
reborn; vintage/second hand; vegan/animal
free/cruelty free; Eco printing; fabric waste reduction;
green marketing; socially responsible; resource
efficiency; and Eco certification (Eco Fashion
Week, 2010). Before now, Eco fashion has not been
widely introduced in Bangladesh. As far as it could
be tracked, I found no previous study or reference on
Eco fashion in Bangladeshi prospective. To develop
Eco fashion sector in our country first we need to
understand our customer preference and their
perception. This is why I came up with this survey
based research idea. This study will help to emerge
Eco fashion in our fashion industry, RMG and also in
our local market.
Concepts Relationship with Eco fashion
Understanding the fundamental definitions of
what environment friendly fashion means is
important to analyze consumer view regarding
ecological friendly consumer perception. Because of
having so many different terms in the fashion
industry makes it hard for the consumers to make an
Eco friendly purchase therefore it is not easy for them
to distinguish among two different product or choose
the Eco friendly one. So for better understanding
about the consumers' view about Eco fashion it is
important to have some knowledge about few
important terms (Thomas .S, 2008).
a. Eco Fashion
Any kind of fashion or textile or garments or
merchandise which has positive impact or very low
bad influence on environment or society is termed as
Eco fashion which can be found from early nineties
(Thomas .S, 2008).
All kind of outfit that has been manufactured
using biologically friendly process is known as Eco
clothing. Biological or living textile, sustainable
materials such as hemp, non-textile material; for
example bamboo or used plastic bottles all are
included in this. Not necessarily made from organic
fibre but also second hand or used products such as
outfits made from recycled clothing including old,
textile or other materials which are also known as re-
used. (Mintel, 2009)
b. Organic
Minimum 70% organic or natural fibre is required
in manufacturing of apparel; for example cotton.
GOTS (Global Organic Textile Standard) is the
largest and genuine association to certify the
development of textile which is made up of natural
fibre while keeping high level clarity in the supply
chain of the textile.
Two things that the manufacturers must safeguard;
first one is chemicals and bleaches used in the
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 643
process are not or least detrimental to the
environment and the second one is manufacturing
site, socially the wet treatment plants must have
water treatment plant to treat the industrial waste
affluent which is actually harmful for the
environment if mixed in the natural water bodies
(GOTS, updated. 2012).
c. Ethical Fashion
As a synonym of Eco the Term ethical is introduced
but ethical is diplomatically more trustworthy (SAAD
ALI, 2015). Ethical is very much linked with moral
responsibilities and honest commercial performance.
Human beings, atmosphere, wild life and consumers
will be the vital beneficiary of this moral practice.
(Thomas S., 2008).
d. Environmental Friendly
Environment friendly refers to commonly natural
fibers because of their facility for biodegradability
and endurance with easy to wash and care quality and
well prospects for recycling and reprocess (Thomas,
2008).
Previous studies which have tried to identify
consumer's approach towards Eco fashion have
shown an impartial or cold view (Butler and
Francis, 1997). As observed by various scholars
around the world, the goal is no longer green user
(Newholm and Shaw, 2007; Finisterra do Paco et
al., 2009). In summary, in this study we want to
understand; 1) the Bangladeshi consumer concern
and the knowledge gap they have regarding Eco
fashion and 2) the awareness levels of at least some
of the sustainability dimensions are inter-correlated
and such interrelationships can be used to identify
and segment Eco fashion consumers. As this is the
first attempt to understand their view via a short
survey, now we have the real life view of the
customers about Eco fashion. In order to understand
the view of Bangladeshi people and Bangladeshi
customer, the studies (survey) were conducted in
Dhaka, Bangladesh; with only Bangladeshi citizen.
Methodology:
In order to understand the perception of
consumers on Eco fashion products, a set of studies
(qualitative and surveys) were conducted with
Bangladeshi citizens. At first this research method
was completely based on online survey. For that I
used Google survey form presented by widely used
googledrive.com. The reason why I choose this
research to be based on survey is; never before a
survey was held on this topic in Bangladesh. The
main problem faced during the survey was, most of
our Bangladeshi consumers thinks that all the
products from our Bangladeshi fashion houses are
Eco friendly (basically they think Eco fashion is all
about waste management, but in reality which is not,
it is only a part of Eco fashion). On the other hand
others don't understand what is meant here by Eco
fashion. On one glance, a lot of people think that, Eco
fashion means fashion with living things. For
example- ear rings of real tree leaf (jewelleries) and
so on like fashion items made out of animal skins. So
describing what is Eco fashion to them properly at
first and then getting the survey form fill upped from
them was a great challenge.
After a long 1 month from the day the survey was
declared, I got only 277 survey form fill upped. It
was not enough for me to satisfy myself. So then I
decided to take the more traditional approach; the
face to face field survey with real people and proper
survey. After spending more 15 days I finally
finalised more 100 survey papers to complete my
research. Hereafter I will point the online survey as
virtual survey and the field survey as face to face
survey. From the virtual survey I finalised 250 (a
round figure) responses to calculate the ratio.
So the total summery ratio of my survey on Eco
fashion is drawn from 350 survey results. I have
presented total 15 questions and all 15 questions were
mandatory to complete the survey. A very important
thing to mention is that I asked only Bangladeshi
nationals to complete the survey form because as this
survey theme is more dedicated about what
Bangladeshi consumers view about Eco fashion, so
this request was essential. There was no age limit to
fill up the form. Also in the virtual survey there I put
no importance to fill up names or age. But on face to
face survey I made a separate section for age and
names to fill up. I will now go through briefly about
the survey questions and the survey ratio on the total
responses.
The lacking of this survey is, all the survey
participants are well educated or students. Their
income source varies from high class or higher
middle or lower middle class. Students mostly
depend on their family income in Bangladeshi
context. So this survey results do not show the
perception of uneducated or self-educated or in most
of the case lower income source dependent's idea
about Eco fashion. Also the sample of 350
Bangladeshi consumers means that the results cannot
be widely generalized.
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 644
SURVEY RESULT:
Are you aware of Eco fashion; this is the first
question which is to be answered in the survey paper
both on virtual and face to face survey. The answers
were quite positive. More than 78.6% people
answered that "yes" they are aware of Eco fashion.
8.9% (33) said no and 12.5% (44) said heard about it.
But in the face to face survey process there was also
an option open for the answerers so that they can say
or describe their words about the question and 1 eye
catching answer was like;
"I understand that Eco represents environment but
what does that mean exactly, not sure" (Mariam,21)
It is quite positive that with 273 votes; 78.6% of
positive answers to this question quite everyone
supports to stand to protect the environment.
Although they are not completely aware about the
possible meaning of Eco fashion as this is a common
term mostly used in fashion related studies. The
possible solution to raise more awareness about Eco
fashion and give the general people a clear idea about
what is Eco fashion, Government can use media to
reach people. After all Eco fashion affects the RMG
sector of Bangladesh in a good way.
With the second question in the serial," what is
your current perception of Eco fashion"? Around
30.4% (107 votes) said its fashionable/trendy and
28.6% said it has interesting designs although 10.7%
and 8.9% survey result was opposite where they think
that Eco fashion got low range of designs and low
variety of colour/patterns to offer. Some option like
'Dreary/boring' 'hippie' or 'uncomfortable fabrics'
were supported by none. 21.4% (75) people said they
have no Eco fashion clothing.
78.60%
8.90% 12.50%
Yes No Heard about it
Figure 1: Awarness on Eco fashion
Yes No Heard about it
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 645
The next question was doing you really like Eco fashion product? With highest number of rating 67.9%
(238) answers were positive. 25% (87) of all of them supported the point that they do like Eco fashion clothing only
when quality is important. 7.2% (18+7 votes) of answerers presented negative answers to this question.
The fourth question was about whether the answerers have ever bought Eco fashion products. 48.2% replied
positive and 28.6% replied negative. Another 23.2% of them supported the view that they have thought about it to
buy/use which also presents a positive view.
I have none
30%
Dreary/Boring
0%
Low Range of
designs
15%
Hippie
0% Uncomfortable
febric
0%
Low variety of
colors / patterns
12%
Fashionable/ Trendy
43%
Interesting designs
0%
Figure 2: Current perception of Eco fashion
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Figure 3: Consumer's attraction towards Eco fashion
Yes 67.9%
No 1.8%
Only when quality is important
25%
Rarely 5.4%
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 646
The next question got only two options to answer, whether it is positive or negative, if general people could get
Eco friendly fashion that was similar in design to high street brands will they consider switching to an Eco
alternative. 78.6% (276) answers were positive and the rest were negative with a number of 21.4%. In my view
people who answered negatively didn't have understand the question properly. I do not understand when Eco
friendly fashion designs are upgrading similarly with top brand designs why consumers are afraid to switch to an
environment friendly alternative.
However, as the previous questions were more focused to guide and gather knowledge about our consumer's
knowledge about Eco fashion. The next two questions were more focused on debates regarding financial matter.
Around 64.3% (226) of all of the answerers thinks that Eco fashion prices are higher than other fashion. 35.7% (124)
of them replied negative that they don't agree that the price is higher.
Yes
48.20%
No 28.60%
Though about it
23.20%
Figure 4: Survey participants interest to but Eco clothing
Yes No Thought about it
Yes
78.6%
No
21.4%
0%
0%
Figure 5: Consumer's intention on switching towards an Eco
alternative
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 647
So that I wonder to know how much our consumers
are eager to accept Eco fashion. That is why I pointed
out this question that, how much extra are they
willing to spend for an Eco piece of fashion
compared to non-Eco fashion. The highest level of
answerers with 41.1% answered anything reasonable.
This is quite impressive. Following this answer
17.9% said 5% extra spend, 16.1% answered they
will spend 10% extra, 12.5% said 20% and with 6
votes 1.8% answers were in favour of 30%; which all
are quite impressive sign. Only 10.7% of the
answerers are not willing to pay extra. This is no
surprise that there will be always people not in favour
and this is natural and of course good in a sense.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Yes 64.30% No 35.70%
Figure 6: Eco fashion costs higher
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 648
The next question was directly pointing on the
answerer's knowledge whether do they know about
the environmental positive impacts of Eco fashion. In
virtual survey there was no option for any comment
to place on this question but in face to face survey
there was. A round figure of 75%; 262 survey takers
placed 'yes' as an answer. 17.9% on 'heard about it'
option and only 7.1% (25) replied negative. It is quite
impressive that our consumers are already aware
about the positive impact. Only one answerers placed
an 'other' view on this question,
“the first question on the survey form and this
question looks like pretty same" (Rajib, 19)
My answer is "no", because the first question is about
what they know about Eco fashion and this present
question is asked to have better knowledge about the
depth of the consumer's knowledge specially on Eco
fashion's environmental issue.
How much extra
are you willing
to pay?
5% 17.90%
10% 16.10%
20% 12.50%
30% 1.80%
Anything reasonable 41.10%
I am not willing to pay extra 10.70%
5%
10%
20%
30
%
Reasonable
No extra
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Figure 7: How much extra consumer's are willing to pay for an Eco piece
of fashion compared to non eco fashion.
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 649
Question number nine and eleven seems like posing
the same motto but which is not. Question number
eleven poses for a more basic conditions like income,
weather, social or traditional condition based on
which whether Bangladesh is a suitable place yet to
adopt Eco fashion. What do the basic consumers
think? It can be assisting from the answer that,
consumers think that, yes the market is ready to
accept Eco fashion but the contradicting ratio was
also high. 35.7% placed 'maybe' where 48.2% said
'yes'. 8.9% people stick with the answer 'no', 3.6%
were 'not sure' and 2 answers were depending on 'I
don't have any idea'.
On the other hand in question number nine which is
about "will Eco fashion be able to take over other
fashion tradition in country like Bangladesh"? 51.8%
said 'yes' and 26.8% pointed 'may be' which is a quite
75%
7%
18%
0%
Figure 8: Consumer's knowledge about the positive impact of eco
fashion
Yes No Heard about it
48.20%
8.90% 35.70%
3.60%
3.60%
Figure 9: Is Bangladesh ready to adopt eco
fashion?
I don't have any idea - 3.60% Not sure - 3.60% May be - 35.70% No - 8.9% Yes - 48.2%
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 650
positive view. 17.8% (6+4) placed a negative view on
this question and
Only 2 answers preferred not to answer this question.
This question was not about whether if Eco fashion is
introduced widely will the consumers left the
traditional pattern but about how much they are eager
to be the part of a plan to save the world. That is why
in question number thirteen, I directly indicated this
point and asked their view. Will they change to an
Eco fashion alternative as fashion industries have
large impact on the environment? Again a lot of
positive approach gathered here as 58.9% (207 votes)
said 'yes' and 33.9% replied with 'may be'. Only 24
answerers; a very low number left with negative
answer; only 7.1%.
In my view, any kind of fashion helps to maintain
social standards. Particularly when it is about
something moral, it always does matter. That is why
on the next question; question number twelve, I tried
to figure out what the Bangladeshi consumers think,
whether Eco fashion maintain social standard. I find
out that, around 8.9% thinks not and 23.2% are not
sure about this matter but on the other hand 238
voters; 67.9% of all of them presents the similar view
with me.
Yes
52%
No
11%
May be
27%
I do not prefer to
answer
3%
Not sure
7%
Figure 10: Over taking other fashion tradition/current tradition of
fashion in Bangladesh
58.90%
7.10%
33.90%
Figure 11: Consumer's willingness to be a part of good impact of
good impact on the environment by changing to an eco fashion
alternative
Yes NO May be
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 651
On the next question, I thought to ask what if Eco
fashion were brought into more mainstream markets
in Bangladesh would the consumers be more likely to
buy that. With only 3.6% of negative answer other
showed a positive view in respect of this view. When
78.6% (276) replied with only 'yes' option other
17.9% answered that they already buy Eco fashion
and shows a very great amount of positive signal
regarding this matter.
Now in the end, I asked the most important and
primary 2 questions to the survey answerers that,
'what is the main reason to buy Eco fashion and
reason for not buying? In answering the first question
263 voters; 75% supported that the main reason to
buy Eco fashion is its 'good for the planet'. It looks
like people are more aware and morally anxious
about climate safety then they were before. Only
5.4% support 'Better Quality and Better Design
(7.1%) in reason of buying Eco fashion. It is clear
and very much clear that when saving the planet and
personal interest both are in option and only one to
choose, more people are showing positive signs by
sacrificing personal interest. 12.5% people choose to
have "other" option as they thinks fit.
Yes -67.90%
No - 8.90%
Not sure - 23.20%
Figure 12: Eco fashion and social standard
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
78.60%
3.60%
17.90%
Figure 13: Availablity of eco fashion in Bangladeshi mainstream
market and consumer's willingness to buy it.
Yes
No
I already buy it
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 652
59.3%; 207 people have chosen the option 'not easily
available in Bangladesh' when the question reasons
for not buying Eco fashion was asked. This is true
fact that when people are aware about this fashion
trend, only if Eco fashion can be made available in
domestic market for consumers, it will be a positive
thing which will have impact on consumers buying
more and more Eco fashion. 24.1% (84) pointed out
that Eco fashion is 'too expensive' and 13% thinks
that it has 'poor designs'. Only 3.7% presented other
views. One of them was-
"Having low knowledge and no or little media
coverage on this issue is a reason I think why people
are not buying Eco fashion" (Reety Dey, 26)
Yes; obviously, I do agree with that view.
Bangladesh is now progressing fast. Media coverage
is the easiest and fastest way to reach wide range of
people. Of course there should be programmes or
reports on these kind of issues. Issues that should be
brought into account which is good for all and for the
environment.
Conclusion:
To conclude, it should be brought into mind that,
'an Eco fashion item is a fashion item, which implies
price and style as determinant choice criteria (Butler
and Francis 1997). Our results from the survey
Better quality
3%
Good for the planet
36%
Better design
3%
Other
58%
Figure 14: Reason to buy eco fashion
Not easily available
in Bangladesh
59%
Too expensive
24%
Poor design
13%
Other
4%
Figure 15: Reasons for not buying eco fashion
Imperial Journal of Interdisciplinary Research (IJIR)
Vol-2, Issue-12, 2016
ISSN: 2454-1362, http://www.onlinejournal.in
Imperial Journal of Interdisciplinary Research (IJIR) Page 653
presents a lot of positive attitudes towards green
fashion in line with studies conducted in the past
(Butler and Francis, 1997). Our qualitative results
shade light on possible impression and a bright future
of Eco fashion in Bangladeshi market.
On an overview of the findings of my survey
studies, anyone can easily point out some certain
matters very easily. Our consumers have very low
knowledge about Eco fashion specially those whose
income are below level. But one thing to point out
that, most of them are afraid because they think the
price is high and will be out of their budget; this is
absolutely false. Because of having low knowledge
this problem is happening. Bangladeshi consumers
are warmly welcoming the new fashion tradition and
positive signs are high in number. Environment
protection, Health impact and ethical concerns are the
best ranked motivations to engage in an Eco friendly
fashion purchase. Yet, cross cultural differences
appear clearly in the appeal of Eco fashion / organic
fashion.
Overall we can conclude that, there is a need to
create awareness and inform better the consumers on
the nature of organic fashion. Especially in our
country Eco fashion has to be "glamorized" and
become more appealing to the young generation
which the early adopting group of most trends in the
fashion industry. In the past, results were consistent
in showing that highly educated consumers are more
concerned with ethical and green issues (Finisterra do
paco et al., 2009; Mintel, 2009). Also, younger
consumers might be more interested both in fashion
and in brands endorsing social responsibility
credentials (LaFerla, 2007).
From my survey study, it can be easily seen that,
our present situation is quite same about Eco fashion
compared to the past survey reports based on
continental European countries. But with the help of
modern communication technology it is really easy
now to reach more people at a time. I hope that more
and more awareness will be raised in people for the
betterment of the RMG sectors in Bangladesh. Hope
this exploratory paper will open faithful avenues for
researchers on Eco fashion issues.
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of environmental attitudes on apparel
Purchasing behaviour. Clothing and Textiles
research Journal, 15(2), pp 76-85
2. Claudio, L. (2007) Waste Couture:
Environmental Impact of the Clothing
Industry [Online] Available from:
http://www.ncbi.nlm.nih.gov/pmc/articles/P
MC1964887/ [Accessed: 15th May 2015]
3. Eco Fashion Week (2010), “Designer eco
criteria”, Available at:
http://www.ecofashion-
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