Citation

Panni, Mohammad Fateh Ali Khan and Ismail, Hishamuddin and Khan, Mohammad Tariqul Islam and Kamaruddin, Nur Izaitun (2026) Eco-conscious Fashion: Understanding Pro-environmental Behavior Through the VBN Framework. Technology and Entrepreneurship: Systems Driving Innovation, 612. pp. 881-890. ISSN 2198-4182

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Abstract

The textile and apparel sector plays a pivotal role in some countries’ economies, like Bangladesh. Even though this sector is a highly contributing and major foreign exchange earning industry, the sector has some potentially dangerous impacts on environmental contexts. In this situation, there is a growing concern to understand the factors contributing to consumer pro-environmental purchasing behavior. This can ultimately create such market demand, which will eventually influence the industry player to consider more to go for environmentally friendly apparel manufacturing and supply in the market. The Theory of Value, Belief, and Norm is considered the most complex psychological theory that is now regarded as an effective theory in explaining consumer pro-environmental behavior. The study attempted to find out the applicability of VBN theory, particularly within the context of textiles and fashion. By means of systematic literature review and then through qualitative Focus Group Discussion (FGD), the study is trying to observe the trends in the literature about this model as well as to explore any new factors that might be included in the model. The study has generated some interesting findings, and based on these findings, an integrated modified framework has been proposed.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9999 Special industries and trades
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	10 Feb 2026 02:41
Last Modified:	10 Feb 2026 02:41
URII:	http://shdl.mmu.edu.my/id/eprint/15273

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