Customer’s Perception towards Buying Eco-Friendly Diversified Jute Products: An Empirical Investigation in Dhaka City, Bangladesh

The aim of study is to explore the perceptions of customers in purchasing decision of eco-friendly Jute diversified products. This study was followed by sequential mixed methods; quantitative (positivistic) and qualitative methods to explore factors of buying decisions for eco-jute products. A convenience sampling technique was followed. A total of 200 respondents were surveyed at Dhaka city. Ten in-depth interviews also were conducted to find out more details information about participants perception and behaviors. Eco-friendly jute diversified products are shopping bags, laundry bags, shoulder bag, purses, school bags, floor mats, seminar bags and decorative items etc. This industry will have its demand in spite of substitutes artificial fiber based products such as plastic or polythine. This study will help entrepreneurs to design marketing strategies for sustaining in the competitive business world. Green marketing should be practiced for jute diversified products due to its eco-friendliness. The finding of this study is: customers have positive attitudes to jute diversified products but necessary initiatives should be taken to make customer’s satisfaction. Hence, the understanding consumers buying factors or consumer behavior are very significant to entrepreneurs for successful green marketing. For sustainable jute diversified industry, green marketing, more research, and branding are required. Keywords: Consumer behavior, Diversified Jute products, Environment, Eco-friendly products, Green Marketing