Motivators and Challenges of Ensuring Social Sustainability in the Apparel Industry in Bangladesh During COVID-19

This paper investigates the motivators and challenges in ensuring social sustainability practices in the apparel industry of Bangladesh during the COVID-19 pandemic. Utilizing a qualitative research design, the study conducted 30 in-depth semi-structured interviews with owners, managers, and workers within the industry to understand their vulnerabilities during the pandemic. The thematic analysis reveals that the COVID-19 pandemic has negatively impacted the apparel industry, particularly concerning workers’ health issues, financial hardship, and the inability to afford essentials such as food and future employment opportunities. This situation has intensified the conflict between workers’ livelihoods and health safety, posing a serious concern for all stakeholders in the apparel industry. Nonetheless, key motivators for maintaining social sustainability during the COVID-19 crisis include alleviating employees’ psychological dilemmas about working during this period, attracting foreign buyers, and promoting sustainable innovation and protection against competition. Consequently, this paper offers valuable insights for owners, managers, and policymakers in the apparel industry, aiding them in implementing innovative techniques to ensure social sustainability practices during crises.