LAUSR

Purpose This study aims to understand Bangladeshi young consumers’ perceptions of sustainable apparel. Specifically, through the lens of the theory of reasoned action (TRA), this study investigates the impacts of man–nature orientation (MNO) and social influences on Bangladeshi young consumers’ intention to purchase sustainable apparel. Design/methodology/approach Empirical survey-based research was conducted, and data were collected from 387 Bangladeshi college students. Findings The findings of the study show that MNO significantly influences Bangladeshi young consumers’ attitudes toward purchasing sustainable apparel, which, together with social influences, impacts young Bangladeshi consumers’ intention of making efforts to purchase sustainable apparel. Originality/value This study incorporates the specific cultural value – MNO with the traditional TRA model to understand young Bangladeshi consumers’ sustainable apparel purchase intention. The results of this study demonstrate the applicability of the TRA framework in understanding young consumers’ sustainable apparel consumer behavior in the context of Bangladesh, which is a developing country with a collectivistic culture. This study provides insights into how apparel brands and retailers should design their sustainability strategies in developing countries such as Bangladesh.