BUFT Journal of Fashion and Technology

Development of New Concept Funnel for Green Marketing in Textile and Garments Industry of Bangladesh

School of Management, Wuhan Textile University, Wuhan, China
Email: md.eanamulhaque@gmail.com

Abstract

This research includes a few complex analyses involved in product modification to expand environmental friendliness while maintaining customer appeal and market competitiveness. In this research, a strategic concept funnel has been proposed. According to this funnel overall solution of green market strategies of Bangladesh can be achieved. This concept model has been approved by a small survey (Google, Face book and Skype) among Bangladeshi Green factories. 64% of the top level management agreed with this concept model, whereas only 36% disagreed. Sometimes manufacturers face some barriers due to government regulations like tax, tariff, and GSP issues. To get open market, government needs to take proper steps to ensure sustainable development. This paper analyses the level of alertness among manufacturers pertaining to their consciousness in aspects such as eco-labeling and the production of green products which need more customer concern, and change of old technology. After the analysis, the paper gives Bangladeshi industrialists a detailed guideline regarding the production of green products and implementation of green technologies though preserving market competitiveness for environmental conservation. There is a huge prospect of green marketing in Bangladesh. It can bring new dimension in the field of business with proper implementation of green marketing policies and strategies.