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

Abstract

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.