The Digital Future of Bangladeshi Garments in Finland: Consumer Trends & Market Opportunities
Mofiz, Sohana; Chakma, Indira (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052114246
https://urn.fi/URN:NBN:fi:amk-2025052114246
Tiivistelmä
The fashion industry is being transformed by digitalization and ethical consumption. For Bangladesh, one of the world’s top garment exporters, it is a sobering challenge but a tangible opportunity. The old system of selling clothes in stores is not working as it used to. Now, businesses want to find customers directly by selling online. Finland is a good market because Finns tend to shop on the internet, and many of them also prefer to buy clothes that are good for the environment and made responsibly. However, the Bangladeshi garment exporters have bottlenecks that include a lack of digital presence, cultural differences and a lack of understanding of how Finnish consumers behave.
This research adopts mixed methods. Perspectives from Hofstede’s Cultural Dimensions, the Technology Acceptance Model, Maslow’s Hierarchy of Needs and Porter’s Five Forces are also used as a theoretical framework in the study to understand consumer behavior, market competitors and also to study the digital adoption.
Results indicate that Finnish consumers quality preference, sustainability, ethical sourcing and trust in digital interfaces. Bangladeshi e-commerce businesses may flourish on transparency, a local approach of giving information and strategic branding. This study offers practical views for Bangladeshi suppliers to build relationships with Finnish consumers in the dynamic digital fashion market.
This research adopts mixed methods. Perspectives from Hofstede’s Cultural Dimensions, the Technology Acceptance Model, Maslow’s Hierarchy of Needs and Porter’s Five Forces are also used as a theoretical framework in the study to understand consumer behavior, market competitors and also to study the digital adoption.
Results indicate that Finnish consumers quality preference, sustainability, ethical sourcing and trust in digital interfaces. Bangladeshi e-commerce businesses may flourish on transparency, a local approach of giving information and strategic branding. This study offers practical views for Bangladeshi suppliers to build relationships with Finnish consumers in the dynamic digital fashion market.