Role of sustainability practices in customer engagement: a study on the ready-made garments industry and fast fashion business models
Islam, Md Shaidul (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025061623132
https://urn.fi/URN:NBN:fi:amk-2025061623132
Tiivistelmä
As global consumers grow increasingly conscious of environmental and ethical concerns, the fashion industry faces rising pressure to transform its practices. This study explores the Role of Sustainability Practices in Customer Engagement of the Ready-made Garments Industry and Fast Fashion business models of Bangladesh, China, Italy, Mexico. It compares the best sustainability practices currently implemented in the ready-made garments (RMG) industry and fast fashion business models. Then, it analyzes the impact of sustainability practices in customer engagement. Also, it provides actionable recommendations for enhancing the effectiveness of sustainability practices to improve customer engagement in the RMG industry and fast fashion business models.
This research follows a pragmatic philosophy and an abductive approach using mixed methods that combines qualitative and quantitative methods. Data was collected from around 100 customers across multiple countries, including Bangladesh, China, Italy and Mexico through surveys and secondary sources. Thematic and statistical analyses like descriptive statistics and inferential statistics are used in this study.
The study reveals that Bangladesh, China, Italy, and Mexico implement distinct sustainability practices in the RMG and fast fashion sectors based on local priorities. Bangladesh emphasizes energy efficiency and labor welfare; China invests in green technologies and CSR; Italy leads in circular fashion and eco-certifications; and Mexico focuses on local production and waste reduction. The study also indicates that sustainability practices significantly shape customer engagement, particularly where transparency and authenticity are strong. In Italy and China, clear communication and visible sustainability efforts foster loyalty and advocacy. Conversely, In Mexico and Bangladesh, engagement is largely driven by export market requirements, with local consumer awareness still developing. Then, the study suggests that to enhance sustainability-driven engagement, Bangladesh should raise local awareness and offer eco-friendly lines; China can boost transparency using digital tools; Italy should integrate sustainability into luxury branding; and Mexico must educate consumers and expand ethical practices. Across all markets, brands should improve labeling, affordability, and marketing. Building trust through consistent, transparent communication is essential to strengthening consumer relationships through sustainability.
This research follows a pragmatic philosophy and an abductive approach using mixed methods that combines qualitative and quantitative methods. Data was collected from around 100 customers across multiple countries, including Bangladesh, China, Italy and Mexico through surveys and secondary sources. Thematic and statistical analyses like descriptive statistics and inferential statistics are used in this study.
The study reveals that Bangladesh, China, Italy, and Mexico implement distinct sustainability practices in the RMG and fast fashion sectors based on local priorities. Bangladesh emphasizes energy efficiency and labor welfare; China invests in green technologies and CSR; Italy leads in circular fashion and eco-certifications; and Mexico focuses on local production and waste reduction. The study also indicates that sustainability practices significantly shape customer engagement, particularly where transparency and authenticity are strong. In Italy and China, clear communication and visible sustainability efforts foster loyalty and advocacy. Conversely, In Mexico and Bangladesh, engagement is largely driven by export market requirements, with local consumer awareness still developing. Then, the study suggests that to enhance sustainability-driven engagement, Bangladesh should raise local awareness and offer eco-friendly lines; China can boost transparency using digital tools; Italy should integrate sustainability into luxury branding; and Mexico must educate consumers and expand ethical practices. Across all markets, brands should improve labeling, affordability, and marketing. Building trust through consistent, transparent communication is essential to strengthening consumer relationships through sustainability.