Green Marketing Practices in Bangladesh’s Ready-Made Garment Sector: Sustainability Strategies, Challenges, and Market

The global fashion industry is increasingly shifting toward sustainable production and environmentally responsible marketing practices. As one of the world’s largest apparel exporters, Bangladesh’s Ready-Made Garment (RMG) sector faces growing pressure from international buyers, regulators, and consumers to adopt green marketing and sustainable manufacturing strategies. This study examines the adoption of green marketing practices within Bangladesh’s RMG sector, focusing on sustainability strategies, implementation challenges, and emerging market opportunities. Using a qualitative industry analysis and case-based approach, the research draws on both primary insights from industry stakeholders and secondary data from academic literature, industry reports, and sustainability publications. The findings indicate that many garment manufacturers are integrating environmentally friendly practices such as the use of organic and recycled materials, energy-efficient production technologies, and sustainable supply chain management. These practices not only help reduce environmental impacts but also enhance brand reputation and competitiveness in global markets. However, the sector continues to face several challenges, including high costs associated with sustainable production, limited access to eco-friendly raw materials, insufficient infrastructure for green technologies, and limited consumer awareness in local markets. Despite these constraints, the growing global demand for sustainable fashion, increasing government support for green initiatives, and technological advancements in eco-friendly production present significant opportunities for the RMG sector. The study highlights that effective green marketing strategies can enable Bangladeshi garment manufacturers to strengthen their position in international markets while contributing to environmental sustainability. The findings provide valuable insights for policymakers, industry practitioners, and researchers seeking to promote sustainable development and green innovation within the global apparel supply chain.

Green Marketing, Sustainable Fashion, Ready-Made Garment (RMG) Industry, Sustainability Strategies, Sustainable Supply Chain, Bangladesh

1. Ahmed, S., & Hossain, M. (2019). Environmental sustainability in Bangladesh’s garment industry. Environmental Development, 30, 100–115. [Google Scholar] [Crossref]

2. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. [Google Scholar] [Crossref]

3. BGMEA. (2023). Bangladesh RMG industry sustainability report. Bangladesh Garment Manufacturers and Exporters Association. [Google Scholar] [Crossref]

4. Bick, R., Halsey, E., & Ekenga, C. (2018). The global environmental injustice of fast fashion. Environmental Health, 17(92), 1–4. [Google Scholar] [Crossref]

5. Carter, C., & Rogers, D. (2008). A framework of sustainable supply chain management: Moving toward new theory. International Journal of Physical Distribution & Logistics Management, 38(5), 360–387. [Google Scholar] [Crossref]

6. Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. [Google Scholar] [Crossref]

7. Dangelico, R. M., & Vocalelli, D. (2017). Green marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Business Strategy and the Environment, 26(4), 457–475. [Google Scholar] [Crossref]

8. Fletcher, K. (2008). Sustainable fashion and textiles: Design journeys. Earthscan. [Google Scholar] [Crossref]

9. Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman. [Google Scholar] [Crossref]

10. Geissdoerfer, M., Savaget, P., Bocken, N., & Hultink, E. (2017). The circular economy – A new sustainability paradigm? Journal of Cleaner Production, 143, 757–768. [Google Scholar] [Crossref]

11. Grant, J. (2007). The green marketing manifesto. John Wiley & Sons. [Google Scholar] [Crossref]

12. Islam, M. M., Perry, P., & Gill, S. (2020). Mapping environmentally sustainable practices in textiles. Journal of Fashion Marketing and Management, 24(1), 33–49. [Google Scholar] [Crossref]

13. Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. Management of Environmental Quality, 26(3), 330–347. [Google Scholar] [Crossref]

14. Joy, A., Sherry, J., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273–295. [Google Scholar] [Crossref]

15. Kirchherr, J., Reike, D., & Hekkert, M. (2017). Conceptualizing the circular economy: An analysis of 114 definitions. Resources, Conservation and Recycling, 127, 221–232. [Google Scholar] [Crossref]

16. Mukendi, A., Davies, I., Glozer, S., & McDonagh, P. (2020). Sustainable fashion: Current and future research directions. European Management Journal, 38(3), 287–300. [Google Scholar] [Crossref]

17. Niinimäki, K. (2020). Sustainable fashion in a circular economy. Sustainability, 12(8), 1–15. [Google Scholar] [Crossref]

18. Ottman, J. A. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler. [Google Scholar] [Crossref]

19. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357–370. [Google Scholar] [Crossref]

20. Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1–10. [Google Scholar] [Crossref]

21. Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83. [Google Scholar] [Crossref]

22. Rahman, M., & Islam, M. (2021). Green practices in the Bangladeshi textile industry. Journal of Cleaner Production, 282, 124–135. [Google Scholar] [Crossref]

23. Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press. [Google Scholar] [Crossref]

24. Sarkis, J. (2012). A boundaries and flows perspective of green supply chain management. Supply Chain Management, 17(2), 202–216. [Google Scholar] [Crossref]

25. Sarna, F. Z., & Chowdhury, N. H. I. (2026). Determinants and Barriers of Green Marketing Adoption in Bangladesh’s RMG Sector. International Multidisciplinary Conference on Innovation, Technology and Sustainability. Futurity Research Publishing. https://doi.org/10.5281/zenodo.18939605 [Google Scholar] [Crossref]

26. Seuring, S., & Müller, M. (2008). From a literature review to a conceptual framework for sustainable supply chain management. Journal of Cleaner Production, 16(15), 1699–1710. [Google Scholar] [Crossref]

27. Young, W., Hwang, K., McDonald, S., & Oates, C. (2010). Sustainable consumption: Green consumer behaviour. Journal of Consumer Behaviour, 9(1), 20–31. [Google Scholar] [Crossref]

28. Zhu, Q., Sarkis, J., & Lai, K. (2013). Institutional-based antecedents and performance outcomes of internal and external green supply chain management practices. Journal of Purchasing and Supply Management, 19(2), 106–117. [Google Scholar] [Crossref]