Title:
GREEN BRANDING OF RMG INDUSTRY IN SHAPING THE SUSTAINABLE MARKETING

Authors:
Sathi Akter, Md. Ramjan Ali, S M Al Imran, Tasnia Thanim Mathin and Maisha Farjana Tina, Bangladesh

Abstract:
This study explores the evolving landscape of green branding within Bangladesh's Ready-Made Garments (RMG) industry, focusing on how sustainable marketing practices are influencing the sector's future. The RMG industry, a cornerstone of Bangladesh's economy, faces increasing pressure to align with global sustainability standards due to rising consumer demand for ecofriendly products. This paper examines the strategic implementation of green branding initiatives by RMG companies and their impact on brand equity, consumer perception, and competitive advantage. Through case studies and industry analysis, the research highlights the critical role of sustainable marketing in driving environmental responsibility and economic growth. The findings suggest that green branding is not only enhancing the global competitiveness of Bangladesh's RMG sector but also contributing to a broader shift towards sustainability in the global fashion industry.