Consumer behaviour towards purchase of Diversified Jute products

The Society today confront the biggest challenges to protect & preserve the earth’s resources and also the environment. It has become more concerned with the natural environment and is realizing their consumption on purchasing behavior will have direct impact on the environment. The consequences of the environmental degradation has resulted in pollution, global warming etc which has become a cause of public concern which in turn lead to the green movement for the preservation of environment. We all live in a society where change is the thing that doesn’t change. The changes are in different forms and in different manner. These changes are healthy to mankind in particular and society at a large. Jute fibers find use in sophisticated fields like decorative and furnishing materials such as lamp shades, wall covers, curtains, upholsteries, etc. Today it is the least expensive fiber of mass consumption, at only a fraction of the cost of glass fibers; in terms of volume, jute is now the second most important fiber in the world, next to cotton. The paper investigated the behaviour of the respondents towards diversified Jute products through Attitudes towards Diversified Jute Product, Perceived Consumer Effectiveness, Attitude towards the Environment, Social Influence, Self-identity in, Environmental protection. It also focuses on consumer behaviour towards purchase of Diversified Jute Products in Madurai. Factor analysis has been applied to analyze the consumer behaviour towards the purchase of Diversified Jute products. Correlation analysis has been used to find the significant relationship among factors influencing the buying behaviour towards Diversified Jute products. Multiple regression analysis used to find the factors influencing the purchase behaviour indicates that the product and feature highly influences the purchase behaviour and hence, it was suggested that a sustained improvement in product features would lead to increase in usage of Diversified Jute products. Positioning of Diversified Jute products in the minds of consumers would influence consumer beliefs about the benefits they derive on usage. It was concluded that the Eco-friendly environment, quality, affordability value for money would lead to purchase of Diversified Jute Products.