Ikra Binte Islam, Tahera Sultana
Abstract: The study aims to identify the factors that influence young consumers’ purchase intention towards biodegradable clothing in the context of Bangladesh. A structured closed ended questionnaires was used for data collection through non-probability sampling method through a random distribution of 60 respondents who are university students and represent young population of Bangladesh. Using SPSS four independent variables were able to identify. After that hypothesis were tested through regression analysis. The study reveals that perceived behavioral control and moral obligation positively influence young Bangladeshi consumers’ purchase intention towards biodegradable clothing. The study provides valuable insights to apparel industry of Bangladesh specially brands who are focusing on biodegradability and concerned about environmental effects. This study will be also beneficial to the future researchers in this field.
Keywords: Bangladesh, Young consumers, Biodegradable, Attitude, Subjective Norm, Perceived Behavioral Control, Moral Obligation, Purchase Intention