Determinants and Barriers of Green Marketing Adoption in Bangladesh’s RMG Sector

Abstract

This study examines the determinants and barriers influencing the adoption of green marketing practices within Bangladesh’s Ready-Made Garment (RMG) sector. As global demand for sustainable fashion intensifies, manufacturers in emerging economies face increasing pressure to integrate environmentally responsible strategies into their operations. The research adopts an industry-level analytical approach, drawing upon recent scholarly literature, secondary industry reports, and sectoral data to evaluate the drivers, structural constraints, and strategic implications of green marketing implementation. The findings indicate that international buyer requirements, growing consumer preference for sustainable products, certification standards, and government incentives are the primary drivers of adoption. However, high production costs, limited access to sustainable raw materials, infrastructural gaps, and insufficient consumer awareness remain significant barriers. The analysis further demonstrates that firms integrating sustainability into their marketing strategy achieve enhanced competitive positioning and long-term reputational benefits. The study contributes to the discourse on sustainable marketing in developing economies by contextualising green marketing adoption within the structural realities of Bangladesh’s RMG industry and offering implications for policymakers and industry stakeholders.