Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh
Abstract
:1. Introductions
Bangladesh Fashion Market
2. Literature Review and Hypothesis Development
2.1. Theory of Reasoned Action (TRA)
2.2. Environmental Awareness and Concerns
2.3. Brand Responsibilities in Eco-Friendly Fashion
2.4. Purchasing Power of “Green Clothes”
3. Methods
3.1. Question Design
3.2. Sample
4. Results Analysis
5. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Variable | Item | Source |
---|---|---|
Environmental concern | It is time for environmental groups to get more radical. I am extremely worried about the state of the environment. We are in a serious negative impact of environmental issues. I feel personally helpless to have much impact on the environment. | [40,42] |
Attitudes | Buying organic cotton clothing instead of conventional clothing would feel like the morally right thing to do. Buying organic cotton clothing instead of conventional apparel would make me feel like a better person. Buying organic cotton clothing instead of traditional clothing will feel more beneficial to the environment. | [15] |
Fashionable and trend | In my opinion, organic cotton clothing is only popular at the moment. Organic cotton clothing does not come in different styles that fulfill my need. In my opinion, organic cotton clothing is not trendy and fashionable. | [37,41] |
Product Performance | organic cotton clothing is of good quality and has a better lifetime. Organic cotton clothing is not as high-quality then conventional cotton clothing. Organic cotton clothing will not be durable when cleaned (e.g., color fades, form changes) | [37] |
Product authenticity | I suspect that I can’t distinguish real organic cotton clothing. I only believe in organic cotton garments that have been authoritatively certified. I will be more likely to purchase eco-friendly OCC fashion if their apparel Brand makes sure their product is Authentic. Not all businesses claiming to sell organic cotton clothing are credible Those businesses that often advertise environmental friendliness do not all sell real organic cotton clothing I sometimes don’t believe that some businesses claim that their clothes are organic cotton clothing. | [15,42] |
Economic condition | The cost of organic apparel was the same as nonorganic apparel. I would be more likely to buy more organic apparel. I am willing to pay more for eco-friendly products (i.e., green, organic). Is the current financial development and growth affecting your shopping behavior? According to financial development, did you concern that clothing and shopping expenses are increased? | [15,32,41] |
Purchase intention | I would gladly buy more organic cotton apparel if I could find it easily. I desire to buy organic cotton clothing if it’s health and environment friendly. I am willing to pay more for organic cotton clothing if it’s fashionable and fulfills my needs. The next time you go shopping, I will likely purchase organic apparel products. | [5,15] |
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Variable | Description | Percentage (%) |
---|---|---|
Gender | Male | 81.5 |
Female | 18.5 | |
Others | 0 | |
Age | <18 | 1.3 |
19–25 | 28.1 | |
26–35 | 64.4 | |
36–45 | 5.9 | |
>46 | 0.3 | |
Education | Below undergraduate | 5.3 |
Undergraduate | 28.4 | |
Graduate | 46.5 | |
postgraduate | 19.8 | |
Employment level | student | 20.8 |
Employed | 60.7 | |
Unemployed | 6.3 | |
Business holder | 11.2 | |
Income level | <14,000 BDT | 21.1 |
15,000–25,000 BDT | 19.8 | |
25,000–50,000 BDT | 30 | |
50,000–100,000 BDT | 22.1 | |
>100,000 BDT | 6.9 |
Reliability Statistics | ||
---|---|---|
Cronbach’s Alpha | Cronbach’s Alpha Based on Standardized Items | N of Items |
0.851 | 0.853 | 33 |
Variables | EC | AT | FT | PP | PA | ECon | PI | |
---|---|---|---|---|---|---|---|---|
EC | Environmental concern | ---- | 0.404 ** | 0.314 ** | 0.244 ** | 0.404 ** | 0.364 ** | 0.361 ** |
AT | Attitude | --- | ---- | 0.292 ** | 0.258 ** | 0.448 ** | 0.509 ** | 0.483 ** |
FT | Fashionable and trend | --- | --- | --- | 0.635 ** | 0.379 ** | 0.295 ** | 0.111 |
PP | Product performance | --- | --- | --- | --- | 0.321 ** | 0.271 ** | 0.115 * |
PA | Product authenticity | --- | --- | --- | --- | --- | 0.578 ** | 0.526 ** |
ECon | Economic condition | --- | --- | --- | --- | --- | --- | 0.592 ** |
PI | Purchase intention | --- | --- | --- | --- | --- | --- | --- |
Model | R | R Square | Adjusted R Square | Sig. F Change |
---|---|---|---|---|
1 | 0.680 a | 0.462 | 0.451 | 0.000 |
Hypotheses | Regression Weights | ß | T | p-Value | Hypotheses Supported |
---|---|---|---|---|---|
H1 | EC > PI | 0.105 | 2.130 | 0.034 | Accepted |
H2 | AT > PI | 0.198 | 3.779 | 0.000 | Accepted |
H3 | FT > PI | −0.158 | −2.747 | 0.006 | Accepted |
H4 | PP > PI | −0.043 | −0.765 | 0.445 | Rejected |
H5 | PA > PI | 0.259 | 4.626 | 0.000 | Accepted |
H6 | ECon > PI | 0.362 | 6.463 | 0.000 | Accepted |
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Hasan, M.M.; Cai, L.; Ji, X.; Ocran, F.M. Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh. Sustainability 2022, 14, 4827. https://doi.org/10.3390/su14084827
Hasan MM, Cai L, Ji X, Ocran FM. Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh. Sustainability. 2022; 14(8):4827. https://doi.org/10.3390/su14084827
Chicago/Turabian StyleHasan, Md Mehedi, Liling Cai, Xiaofen Ji, and Francisca Margarita Ocran. 2022. "Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh" Sustainability 14, no. 8: 4827. https://doi.org/10.3390/su14084827