BGMEA University of Fashion and Technology

Faculty of Textile Engineering

Project on
Consumer’s attitude & behaviour towards sustainable clothing
consumption: A comparative study between urban & rural
consumers in Bangladesh.

Submitted by:
NAME ID
Mahmudul Hasan 171-056-0-165
Md.Atikur Rahman 171-050-0-165

Supervisor

Sabrina Shahrin Swarna

Lecturer
Department of Textile Engineering and Management (TEM)

This Project Report Submitted in Partial Fulfillment of the

requirements for the Degree of B.Sc. in Textile Engineering and
Management in the Faculty of Textile Engineering of BGMEA
University of Fashion and Technology (BUFT)
June, 2021
Consumer’s attitude & behaviour towards sustainable clothing
consumption: A comparative study between urban & rural
consumers in Bangladesh.

NAME ID
Mahmudul Hasan 171-056-0-165
Md.Atikur Rahman 171-050-0-165

B.Sc. in Textile Engineering and Management (TEM)

Supervisor

Sabrina Shahrin Swarna

Lecturer
Department of Textile Engineering & Management

Exam Committee:

Examiner 1 (Supervisor) Mrs.Sabrina Shahrin Swarna……..…………………Signature

Examiner 2 (External Member) Prof.Dr. Engr. Abu Bakr Siddique....................Signature

Examiner 3 (External Member) Ms. MrittikaRoy…..............................................Signature

Department of Textile Engineering and Management (TEM)

June, 2021

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 DECLARATION OF ORIGINALITY

We hereby confirm that "All the information about this project” submitted by us and it is our
own research work. We are the authors of the written work here enclosed and that we have
compiled it in our own words. Parts excepted are corrections of form and content by the
Supervisor. With our signature we confirm that
- We have documented all methods, data, and processes truthfully.
- We have not manipulated any data.
- We have mentioned all persons who were significant facilitators of the work.
- We are aware that the work may be screened electronically for plagiarism

Mahmudul Hasan Md.Atikur Rahman

ID: 171-056-0-165 ID: 171-050-0-165
Department of TEM Department of TEM

Signature: Signature:

ii
 CERTIFICATE
This is to certify that this thesis work entitled “a case study on "Consumer Behavior
Towards Sustainable Clothing Products" submitted by Mahmudul Hasan, ID: 171-056-0-165,
Atikur Rahman, ID: 171-050-0-165, is an authentic thesis work carried out under my supervision
and guidance and for the purpose of fulfilling the standard requirement for the partial fulfillment
of the degree of Bachelor of Science in Textile Engineering & Management. The work embodied
in this thesis has not been submitted elsewhere for a degree.
______________________________________________________

Supervisor of this project

Sabrina Shahrin Swarna

………………….
Signature

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 Abstract

The study has been conducted in order to have a clear scenario about the consumer behavior
towards sustainability clothing. A pilot study was conducted among people in the age group of
20-60 years both urban & rural area. Rural people have less knowledge than urban areas people
about sustainable clothing.
A very few Bangladeshi brand work on sustainability. Reuse/ donate/recycle used cloth to reduce
pollution. Government has to take proper step to educate local people about sustainability.

Keyword: Sustainability, rural & urban area people, reuse/recycle, redesign.

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 DECLARATION OF INDEPENDENCE OF PROJECT WORK

Here with I assure that the project work titled "a case study Consumer Behavior towards
Sustainable Clothing Products" is our own work. The work has not been presented or published
elsewhere for assessment. Where data have been used from other sources it has been properly
acknowledged/ referred.

Mahmudul Hasan Md.Atikur Rahman

ID: 171-056-0-165 ID: 171-050-0-165
Department of TEM Department of TEM

Signature: Signature:

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 ACKNOWLEDGEMENTS
I would like to thanks to Honorable Founder Chairman, Board of Trustees Mr. Muzaffar U.
Siddique, BUFT, for not only for his tremendous academic support, but also for giving me/us so
many wonderful opportunities and logistic supports to do this project.
Special thanks goes to our enthusiastic Prof. Dr. S.M. Mahfuzur Rahman, Vice Chancellor,
BUFT and Prof. Dr. Engr. Ayub Nabi Khan, Pro Vice Chancellor, BUFT, who so generously
inspired and contributed to do this type of project work.
Special thanks go to my enthusiastic supervisor Sabrina Shahrin Swarna, Lecturer, BUFT has
been an amazing experience and I thank her wholeheartedly, not only for her tremendous
academic support, but also for giving me so many wonderful opportunities.

Similar, profound gratitude goes to HOD, who has been a truly dedicated mentor.
We would like to extend thanks to all of persons, who contributed to the work presented in this
project work.

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 TABLE OF CONTENT

Chapter 1: Introduction
1.1 Background................................................................................................................ 01
1.2 Sustainability………….............................................................................................. 01
1.3 Why does Fashion need Sustainability....................................................................... 02

Chapter 2: Literature Review

2.1 Overview of Literature Reviews ................................................................................ 02

2.2 Environment and Economy ........................................................................................ 04
2.3 Environmentally Friendly Operation Strategies.......................................................... 04
2.3.1 Marketing Mix for Green Product …………………............................................... 05

2.4 Textile and Environment ............................................................................................ 06

2.4.1 Materials ................................................................................................................. 07
2.4.2 Product Use………………………………………………….…………………….. 07
2.4.3 End of Use……………………………………………………………………....…. 08

2.5 Textile and Recycling ................................................................................................. 08

2.6 Reuse and Redesign………………………………………………….......…...………08
2.7 Modified and Redesigned……………………………………………………....…… 09
2.8 Consumer Behaviors…………………………………………………………..…….. 09

Chapter 3: Methodology
3.1 Secondary Research..................................................................................................... 11
3.2 Primary Research......................................................................................................... 12
3.3 Research Objective...................................................................................................... 12
3.4 Target Group................................................................................................................ 13

Chapter 4: Result and Analysis

4.1 Result ......................................................................................................................... 14
4.2 Discussion……………………..………….................................................................. 14
4.3 Data Analysis………………………………………………………………………... 15
4.3 Recommendation ........................................................................................................ 16

Chapter 5: Conclusion
Chapter 5: Conclusion........................................................................................................ 16

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 Appendices
Appendix-: Survey Questionnaire....................................................................................... 17

Reference
Reference……………………………………………………………..……………………19

List of Table
Table: 1 …………………………………………......................…………………………. 14

Table: 2………………………………………………………………..……………..…… 14

List of Figure
Figure: 1…………………………………………………………………………….......... 16

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 CHAPTER 1
INTRODUCTION
In this time, Textile sector is the biggest earning sector in Bangladesh. Day by day this
RMG sector is bigger than past because it’s growing up firstly and there are 7 billion
customers in the world. Bangladesh RMG sector is earned among 30 billion dollar per year
and its local market day by day increase. In Bangladesh, it’s local market demand among
160 million consumers. So, every year there are a lot of waste creates by post-consumer
and this post-consumer apparels are very harmful for nature. This case study helps to show
the recycling.
If they use sustainable cloth that will help to reduce pollution This case study helps us to
know that the consumer behavior towards sustainable cloth rural and urban areas people in
Bangladesh.

1.1Background

In the last decades and especially in the 21st century, climate change has become a threat
to
Humankind. The population has been growing rapidly, which has put a pressure on
production and has led to an increase in carbon emissions. Also, the fast growth of demand
has increasingly been using up natural resources.
Thus, sustainability and sustainable development has become a well-Discussed topic in the
21st century amongst researchers, marketers and consumers (Mitchell, 2012).
Sustainability is a policy concept that originates from the “Brundtland Report of 1987”,
which is a document that is about the aspirations of humans towards a better life, and about
the limitations enforced by environment (Kuhlman & Farrington, 2010). The concept has
been defined as:
“Paths of human progress that meet the needs and aspirations of the present without
Compromising the ability of future generations to meet their own needs” (Brundtland &
Khalid, 1987 p. 29)

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1.2 Sustainability
Modern use of the term "sustainability" is broad and difficult to define precisely.
Originally, "sustainability" meant making only such use of natural, renewable resources
that people can continue to rely on their yields in the long term.

1.3 WHY DOES FASHION NEED SUSTAINABILITY?

a. Sustainable clothing reduce waste.

b. Sustainability ensure better working condition, fairer pay &less illegal sweatshops
c. It’s better for the planet
d. Save water
e. Reduce carbon footprints

1.4 Research object

There are four major research objective:
 Aiming to reduce waste as much as possible.
 To know consumer behavior towards sustainable cloth in rural and urban areas
people.
 Increase consumer awareness towards green cloth.
 Increase consumer purchasing power of green cloth.

Chapter 2
Literature Review
This chapter lays the theoretical background of the study. Chapter 2 contains five main
topics, including: economic and environment, sustainable business strategies, textile and
environment, textile recycling, and consumer behaviors.

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First of all, the research considers relevant economy and environment issues as the
background of this study. In order to achieve sustainable development, the green market
and economic growth should consider relevant issues with environment legislation and
regulations. Although the recent economic crisis has reduced economic growth, recent
government controls are trying to create marketing opportunities for green market.
Thereby, Chapter 2.2 has indicated that relevant environment regulations and recent
marketing opportunities for green market.

Secondly, sustainable issues could add values to business strategies, and help organizations
to increase market share and achieve sustainable development. The research suggests
businesses and organizations to develop environmentally friendly operation strategies and
sustainable marketing strategies. Thus, Chapter 2.3 is focusing on environmentally friendly
business operation strategies and sustainable marketing strategies for green products.

Thirdly, textile and fashion pollution can be reduced by either increasing market share of
green clothes, or improving production process. Green clothes is determinate as one of the
sustainable development solutions to the textile and fashion industry, and the research is
aiming to increase consumers’ purchasing powers of green clothes.

Chapter 2.4 has referred that sustainable fashion should reflected on the whole product life
cycle in fashion industry, and it is necessary to take consumer behavior and attitudes into
consideration Fourthly, recycling is regarding as the end of use in production lifecycle; it is
one of the most efficient methods to reduce textile pollution (Fletcher, 2008).
The research is aiming to increase recycling rate of both re-sold and re-use recycle options
for used clothes. Chapter 2.5 indicates that recent popular recycle options and alternative
recycle options were presented to increase recycling rate. A re-design solution package is
also planned for new marketing purpose, as the economic crisis has created new market
opportunities for vintage clothes.

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Last but not least, consumer purchasing behaviors are related to their values and attitudes,
and they need specific information when they purchasing green clothes. In order to
increase consumer purchasing power of green clothes and recycling rate, Chapter 2.6 also
considers the importance of information reliability and suggests building green images.

2.1 Environment and Economy

The planet and the eco-system are confronted with environmental problems, most natural
forest having been lost or damaged, many animals are extinct or in danger, and the natural
resources being over used. Previous study was focused on environmental issues on both
manufacturers and consumers; however consumers are not making significant changes to
the impact they are having on the environment, and manufacturers are continually
introducing new products all over the world (O’Hara, 1998).

Environment protection is changing social and cultural attitudes, while the economic
growth is impacting on environment, and reducing both producer and consumers’ green
initiatives to a merely anecdotic level. Early researches define term “environmental
consciousness” is used for the cognitive dimension of environmental attitudes, or
environmental beliefs (Swenson and Wells, 1997; Stone, et al., 1995; Bech-Larsen, 1996).
“Environmental concern” is referred to such emotional dispositions as individual
indignation about the destruction of nature (Eagly and Kulesa, 1997; Kalafatis, et al., 1999;
Schlegelmilch, et al., 1996)

2.2 Environmentally Friendly Operation Strategies

Companies are recommended to use the environmental operation strategy as it will
improve production efficiency, and it is a better management strategy for the business. In
order to become more competitive, successful management must turn raw materials into
more finished products and services with less waste or non-value added material (Fletcher,
2008)

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Environmental operation strategies are often involving new technologies and investment in
new equipment’s. In the long term, we should consider about product life cycle, and think
about environmental issues, quality issues, costs and efficiency as a whole. Cutting
pollution not only benefits the ecosystem, but also saves money for the company.
Company reputation is also enhanced by being more environmentally friendly; materials
are saved thus the cost is reduced; and resources are maximally used. Cleaner production
actually saves money and it is the main reason to turn business green (Denton, 1998)
Ultimate, 2001; Jones, et al., 2005). Every organization has different operation strategies.
Currently there are various tools that may be used to achieve greater eco-efficiency. For
instance: Design for environment, environmental management systems, product
stewardship programs, supply chain management, total quality management and Just-in-
time (Ultimate, 2001).

2.2.1 Marketing Mix for “Green Products”

Sustainable marketing usually creates, produces, and delivers sustainable solutions to
consumers and stakeholders, and these solutions also bring higher net sustainable value,
which could continuously satisfy consumers (Charter et al., 2006). The sustainable
marketing should be considered based on traditional marketing mix, including product,
price, place, promotion and add sustainable as an additional factor (Kinnell, 1997).

 Product

To reduce the impact of the product on environment and ecosystem, both the production
process and product functions should be considered. The technology innovation for
production process enables products to be made in an eco-friendly production process, as
they are usually made with lower energy consumption and less resources (Fletcher, 2008).
Environmentally friendly operation strategies are one of the efficient tools to add
sustainable value during the production process and product lifecycle (Jacqueline, 2007)

 Price
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Generally, prices of green products are higher than coordinate products. This may be
caused by the cost raise on materials, production process, distribution and promotions
(Pickett-Baker and Ozaki, 2008; Graviria, 1995). We also found that consumers are price-
sensitive when it comes to "buying green" and are unwilling to pay a premium price for
green products.

 Promotion

Green products should focus on the mass market rather than niche market, but there is a
number of reasons why green products continue to be sold to niche markets, and mainly to
committed ethical consumers (Ottman, 1994). Consumers still have less opportunity to
purchase a green product than to purchase other main stream products, unless they are
aware of the purchasing options of green products in the market (Paolo, et al., 2009). When
manufacturers and retailers promote their environmentally-improved products, they are
often making little or no green claims in their advertisings (Rand Corporation, 2004).

 Place

The store image is a key factor to influence consumers’ views on brand credibility and
message credibility. In store advertisements will be helpful for consumers to distribute
green products, and understand product functions and the environmental benefits may be
brought along with green products (Paolo, et al., 2009).

Previous study indicated that consumers’ loyalty can be affected by store images, as store
images will influence consumers trust on brand (Nijssen, et al., 2003). Collins-Dodd and
Lindley (2003) also indicated that consumers' perceptions of store brand image are
positively associated with their perceptions of store image (Collins-Dodd and Lindley,
2003).

2.3 Textile and Environment

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The textile industry is playing as one of the key roles in European industries, due to its
high level of exports and added values; however, it is also producing serious environmental
pollutions. US Environmental Protection Agency also reported that the textile industry was
ranked as the seventh worst industrial polluter of water (LoMenzo, 1993).

2.3.1 Materials
Previous research indicated that the demand for textile fiber is increasing worldwide,
especially cotton and polyester (Simpson, 2006). Different materials have significantly
different impacts on environment and ecosystem: different fabric also have different
production processes. Material is playing as the start point to change and a key commodity
for farmer, designer, manufacturing, consumer and recycler

Kate Fletcher introduced material diversity to reduce material impacts on environment and
ecosystem. Material diversity is aiming to share ideas, reduce risk and decentralize
production to achieve long-term environmental, economic and social effectiveness and
stability (Fletcher, 2008). As material diversity is not only reducing resource consumption,
but also producing more regional fibres, local jobs and healthy socially robust
environments

2.3.2 Product Use

Fast fashion enables consumers to purchase garments at lower prices, and dispatch with
less usage rates. Previous researches indicated that there are mainly two topics should be
considered in product use matter of garments, including how to increase garment life and
reduce the energy and water pollution during the wash (Luz, 2007; Fletcher, 2008;
Allwood, et al., 2006).
Textile and apparel have strong reuse and recycling potential; it extends the value and
provides an additional lifespan for the product. Rapid growth in garment purchasing has
resulted in a new phenomenon that some clothes will be only worn a few times (Birtwistle
and Moore, 2006). Both customers and manufactures have responsibility for lengthening
product life. Domina and Koch (1999) recommend that garments’ lifetime can be increased

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by modification as re-design, distributing to developing countries for re-use, selling to
second hand shops, and passing on to friends (Domina and Koch, 1999).

2.3.3 End of Use

When product life ends, there are few options recommended, including: design for re-use,
design for re-manufactured, design for disassembly, design for recycling and design for
disposal (Ultimate, 2001). These options are aiming to both extent product life and arrange
a safe disposal.

2.4 Textile Recycling

Domina and Koch (1999) define that there are three factors that influence consumers’
recycling decisions, including: available recycle options, the convenience of recycle
options as well as consumers’ values (Domina and Koch, 1999). Thus, to increase the
recycling rate and encourage consumers to make more efforts on recycling used clothes,
this study focuses on the popularity of recent available recycling options, as well as the
importance of conveniences regarding using recycling options and re-design solution
packages.

As the end of product lifecycle, recycling is deemed as one of the most common and
efficient solutions for consumers to increase their efforts to reduce the amount of waste
products channeled to landfills, and more consumers are encouraged to reuse products and
other recyclable waste (Birtwistle and Moore, 2007). According to Waste online 2004,
over one million tons of textiles produced by fashion industry was disposed at landfill site
in the UK (Waste online, 2004).

2.5 Re-use and re-design

Previous findings show 25% of textile of clothing wastes are reused in the UK. The
superior-quality garments are re-sold to charity shops, and the majority of re-used clothes
are exported to the developing countries (Fletcher, 2008). Domina and Koch (1999)

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indicate that as for re-using used clothes, there are mainly two methods such as: passing to
friends and modifying as re-design (Domina and Koch, 1999.

2.6 Modified and Re-design

Recyclers whom prefer reusing old clothe are significantly less likely to convert their
unwanted textiles into rags; they prefer to use unwanted textiles to create new styles and
products in order to maintain their life time (Domina and Koch, 1999). Modifying and
reusing unwanted textiles require good sewing skills and a large amount of time; those
who choose this option also need to have knowledge about fabric.

2.7 Consumer Behaviors

The previous research has paid attention to consumer behavior and values because
consumer values can influence consumer behavior on both textile recycling and purchasing
decision on green clothes (Paolo, et al., 2009).

Thus, this research focuses on the importance of information credibility, as public

information and product knowledge would influence not only consumers’ purchasing
power on green clothes, but also their recycling decision. Furthermore, in order to increase
sale of green clothes, many fashion retailers are aiming to build green images and have
launched environmentally friendly clothes.

Generally, consumer behavior can be affected by both psychological and sociological

factors (Signe and Clifford, 2005). The previous study has focused on green consumer
behavior and attitudes on purchasing decision; it is important to understand their thought
and it will be helpful to spread the sustainable buying behavior to mass market (Jones, et
al., 1999).

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Environmental value plays an essential role when consumers purchasing green products:
values affect people's beliefs, which then has influence on personal norms that lead to
consumers' pro-environmental behaviors (Reser and Bentrupperbaumer, 2005; Stern,
2000).

In terms of consumers’ value, it is based on their daily behavior, including attitudinal

inconsistent behavior. Signe and Clifford (2005) argue that adhering to a value does not
mean that one is thinking about the value while they are making everyday decisions (Sign
and Clifford, 2005)
Consumer behavior regarding green product is related to their values and emotions.
Previous researches also indicated that ecologically conscious consumers are collectivism,
and they pay more attention to the principles of guiding their lives. This result is in line
with the profile of environmentally friendly individuals (McCarty and Shrum, 1994).

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 Chapter 3
Research Methodology

This Chapter presents the research methodology utilized in this study, which including
research objectives, sample and data collection, and research design. It utilized both
qualitative and quantitative methods, and used primary collection strategies, as well as
content analysis of secondary sources. The majority of the research consisted of
quantitative data collection methods.

3.1 Secondary research

Rowley and Slack (2004) indicate that literature reviews are important in supporting the
identification of a research topic, question or hypothesis; identifying the literature to which
the research will make contribution, and contextualizing the research within that literature;
building an understanding of theoretical concepts and terminology; facilitating the building
of a bibliography or list of the sources that have been consulted; suggesting research
methods that might be useful; and in analyzing and interpreting results (Rowley and Slack,
2004)

Secondary research in this study was focused on issues concerning environment and
economy, economic crisis as marketing opportunities, sustainable business strategy, eco-
fashion, eco-label, textile recycling, and new product development.

However, secondary resources have limitations on biases and inaccuracies, and sometimes
may also lack of consistency and perspective. In this research, the secondary data were
collected via text books, academic journals, conference papers, news, and national survey,
and so on. Text books are helpful to orient it in a field of literature and it always provides
academic theories; Journals includes two types: academic journals and Non-peer-reviewed
journals.

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3.2 Primary research
Fowler define a survey as providing a quantitative or numeric description of some fraction
of the population-the sample-through the data collection process of asking questions of
people. Questionnaires are one of the most popular methods of conducting scholarly
research. Unlike other research methods, the respondent is not interrupted by the research
instrument. Written questionnaires reduce interviewer bias because there is uniform
question presentation.

A questionnaire survey can provide accurate and relevant data through thoughtful design,
testing, and detailed administration. This research has developed a consumer questionnaire
survey to collect data, it is aiming to evaluate consumer buying behavior and launch new
products to the market

3.4 Sample size

The Enthusiastic Expert is a consumer who prioritizes whole system sustainable
thinking .More Often than not there in the 20- 60 - year - olds age bracket, live in both
urban and rural areas, and have a low/medium/high education level. These are individuals
who are dedicated to sustainable and ecofriendly living so we have to put in hard work to
convince them about sustainable cloths.

Table 1: Urban Areas People

Age Income Total Occupation Area Interest

Number Yes No
20 - 30 2000 – 5000 20 Student, Job Dhaka 60% 40%
31 - 45 20000 - 60000 20 Business, Job Dhaka, 70% 30%
Khulna
46- 60 30000 - 70000 10 Business, Job Dhaka, 40% 60%

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 Rajsahi

In The Table We can see that the age of the people 20 to 60 and the age group are divided
into Three, They are 20 to 30, 31 to 45 and 46 to 60 there income is accordingly 2000 –
5000 and 20000 – 60000 and 30000 – 70000, Age group 20 to 30 occupation is student and
job holder and their interest rate to sustainability is 60% age group 31 to 45 occupation is
business and job holder, Their interest rate to sustainability is 70%, Age group 46 to 60
occupation is student and job holder and their interest rate to sustainability is 40%.

Table 2: Rural Areas People

Age Income Total Occupation Area Interest

Number Yes No
20 - 30 2000 – 5000 20 Student, Job Bagerhat 30% 70%
31 - 45 20000 - 60000 20 Business, Shoriotpur 50% 50%
Farmer
46- 60 30000 - 70000 10 Business, Shop Barisal 20% 80%
keeper

In The Table We can see that the age of the people 20 to 60 and the age group are divided
into three, They are 20 to 30, 31 to 45 and 46 to 60 there income is accordingly 2000 –
5000 and 20000 – 60000 and 30000 – 70000, Age group 20 to 30 occupation is student and
job holder and their interest rate to sustainability is 30% age group 31 to 45 occupation is
business and farmer, Their interest rate to sustainability is 50%, Age group 46 to 60
occupation is business and shopkeeper and their interest rate to sustainability is 20%.

From that two table we can see that the rural areas people are less concern about
sustainability compared to urban areas people. This is happen because of the rural areas
people are less educated than the urban areas people. We work one same income categories
people which helps us to compare each other’s.

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 Chapter 4
Result and Discussion
4.1 What is important when you purchase cloth?
Price Style Environment Friendly
Rural 20 15 15
Urban 10 20 20

Diagram Name

Sales Data
45
40
35
30 Rural Sales
25 Urban Sales
20
15
10
5
0
Price Style Environment Friendly

Result ------------------------------------------------------------

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4.2 Are you willing to re-designing your cloth?
Usually Do Never
Rural 9 41
Urban 21 29
Diagram Name
Result-----------------------------------------------------------------

Sales Data
45
40
35
30 Rural Sales
25 Urban Sales
20
15
10
5
0
Usually Do Never

4.3 Do you consider environmental issued in your daily life?

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 Recycle Try to other ways Not Care
Plastic
Rural 5 4 41
Urban 10 15 25

Diagram Name

Sales Data
45
40
35
30 Rural Sales
25 Urban Sales
20
15
10
5
0
Recycle Plastic Try to other ways Not Care

Result---------------------------------------------

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4.4 If your regular fashion stores introduced “Green” clothes
will you consider buying them?
<500 500-1000 1000-2000 2000- 3000-4000
3000
Rural 20 15 13 1 1
Urban 2 15 15 12 6

Sales Data
25

20

15 Rural Sales
Urban Sales

10

0
<500 500-1000 1000-2000 2000-3000 3000-4000

Diagram Name
Result--------------------------------

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4.2 Result
 The Person who has high income are willing to buy green product,
 The person who are educated are willing to reuse or re design product,
 The rural area people are less concern than urban areas people even in some cases
we saw that they even do not here the word sustainability.
 The urban and rural both areas people who are not educated and or do not hear the
word sustainability are not buy green cloth.
 The rural are people who is not much educated is not concern about green product.
Even they do not want to reuse or redesign their product.

4.3 Discussion
In that Chapter the purpose of the project is being revisited. Which explore consumer
behavior towards sustainability. We take different age group people from data we can see
that the rural area people have less knowledge about sustainability and the people who has
low income are less interest to use sustainable cloth.

4.3 Data Analysis:

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 Histogram
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
20 - 30 31 - 45 46 - 60

Rural Area Urban Area

Fig: 1 Histogram Diagram

4.4 Recommendation
1. Local brand promote green product to consumer.

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 2. Government fake proper step to encourage people to reuse and redesign old cloths.
3. Support green brands.
4. Donate or recycle used cloths.
5. Increase awareness about sustainability specially within the rural area people.

4.5 Limitation of the statement:

# There are few problems to collecting data.
# Time become shorter to collect more information.
# Sometimes people don’t know what is sustainability.

Chapter 5
Conclusion

This study aims to achieve sustainable development in the fashion industry, by

exploring sustainable issues related to operational strategies and marketing strategies.
The sustainable development of fashion industry could reduce the impact on textile
pollutions, increase the recycling rate, and create a new marketing share for green
clothes. Textile recycling as the end of the garment life cycle, should be considered
together with sustainable operational strategies; and from the perspective of marketing
strategy, increasing the market share of green clothes could benefit both organizations
and the environment.

The conclusion of this research study draws based on findings gained from literature
review and the research results. There are four major topics discussed in Chapter Two,
including: the environment and the economy, sustainable business strategies, textile
and the environment, and consumer behavior. These four topics are not only the
theoretical backgrounds to the research.

Questionnaire Survey
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Please Fill In Our Questionnaire & Protect the Environment

This questionnaire is designed to assess your opinion about avoiding waste, protecting the
environment, and the innovation of new products to the green market. Please help us by
filling in the questionnaire,

1. What is their age?

a) 20-30
b) 31-45
c) 46-60

2. What is their occupation?

a) Job holder
b) Business
c) Farmer
d) Labor

3. What is important when you purchase cloth?

Price Style Environment Friendly
Rural 20 15 15
Urban 10 20 20

4. Are you willing to re-designing your cloth?

Usually Do Never
Rural 9 41
Urban 21 29

5. Do you consider environmental issued in your daily life?

Recycle Plastic Try to other ways Not Care
5 4 41
10 15 25

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6. If your regular fashion stores introduced “Green” clothes will you consider buying
them?
<500 500-1000 1000-2000 2000- 3000-4000
3000
Rural 20 15 13 1 1
Urban 2 15 15 12 6

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