ABSTRACT
From demographic contexts in Bangladesh, it is felt that the young consumers covering a major portion of the total population are more fashion conscious followed by global fashion trends. [...]young consumers are spending more money for purchasing fashion product than before gradually and projected to increase in coming days. [...]in our knowledge, rare work has been done to measure the young consumers' PI for eco-friendly apparel especially from young consumers' contexts in Bangladesh. [...]understanding the factors of PI of apparel consumers of Bangladesh would help fashion retailers and practitioners in adopting strategic marketing approach for eco-friendly products. [...]driven by key literature analysis and considering the emerging contexts, the formulated objective of this study is to investigate the interplay of influencing factors of eco-friendly apparel purchase behaviors in relation to Bangladeshi young consumers in light of the theory of planned behavior (TPB). According to TPB, behavioral intention is the most desired variable to predict specific behavior.