R.KAVITHA M.Sc.,MBA.,NETAssistant Professor & HOD of Textile and Fashion Designing,Vivekanandha College for Women,Tiruchengode.ABSTRACTThe purpose of this study is to understand the variables affecting the consumer behavior while purchasing eco- friendly jute products. Jute is a bio degradable crop grown mainly in the Ganges delta. It is one of the most important natural fibers after cotton in terms of cultivation and usage.
Major parts of West Bengal and Bangladesh are involved in Jute cultivation. Countries like China, Thailand, Myanmar, Nepal and Bhutan also cultivate Jute. Jute, the golden fibre, meets all the standards for safe’packaging in view of being a natural, renewable, biodegradable and eco-friendly product. Ten in-depth interviews 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. Customer satisfactions are of perceived performance and the buyer’s expectation. Recognizing that highest satisfaction leads to increased customer loyalty, many companies today are aiming for Total Consumer Satisfaction (TCS). The study is to know about the buying behavior of the customers and to find out the opinion of various Jute products among the people. This study will help entrepreneurs to design marketing strategies for sustaining in the competitive business world.Keywords: green marketing, environment-friendly products, sustainability, consumer behavior, purchase intention.1.
0 INTRODUCTIONThe textile industry is considered as the most ecologically harmful industry in the world. The eco-problems in textile industry occur during some production processes and are carried forward right to the finished product. In the production process like bleaching and then dyeing, the subsequent fabric makes a toxin that swells into our ecosystem.There fore the need of eco textiles is felt.
Green textiles refer to clothing and other accessories that are designed to use organic and recycled material .The word is out in the market ‘go green to save the world’. Efforts are being made to counter environmental problems like waste-management, global warming, green house effect in the last few decades and there are several ‘green’ products available in the shops now.
Textile sector has also been a witness to several changes in the demands of consumers concerning green products. In order to make the product design optimum, to improve product manufacturability, to resolve the problems occurring in product’s remanufacturing, the concept of green production evaluation system is necessary Reducing the environmental impact throughout the life-cycle of a fabric item or using lower impact products can contribute actively to improve the situation.In general, there are four major environmental key factors associated with the making of textiles: water, energy, pollution, and use of non-renewable resources. The present study is to understand the consumer behavior and adoption intention of consumers towards the eco-friendly jute products.The use of natural fiber is more sustainable than synthetic fiber or artificial fiber because natural fibers use natural resources compare to synthetic and fiber extracted from plants which are annually cultivatable. Annual replacements make these renewable resources. For this reason, natural fiber is bio-degradable, disposable and use these creates non toxic environment. So, natural fiber ensures sustainability and eco-compatibility.
Moreover, 2009 has been declared the “International Year for Natural Fibers” by FAO to bring a spotlight on this issue. 2.0 OBJECTIVES OF THE STUDYTo study the consumer’s opinion towards various jute products.To study the consumer’s awareness towards various jute products.To study the consumer’s satisfaction level towards various jute products.3.0 RAW JUTE FIBRE SCENARIO Raw jute crop is an important cash crop to the farmers.
Cultivation of raw jute crop provides not only fibre which has industrial use, but jute stick which is used as fuel and building material by the farming community. Jute is used chiefly to make cloth for wrapping bales of raw cotton, and to make sacks and coarse cloth. The fibers are also woven into curtains, chair coverings, carpets, area rugs, hessian cloth, and backing for linoleum. 4.0 JUTE FURNITUREJute made furniture has a number of striking features.
This makes it an perfect choice for making long-lasting and hard-wearing furniture. Jute furniture is natural, captivating and highly stylish and is acquirable all over, in a number of various designs as well as styles. 5.0JUTECLOTHJute cloth made by 100%jute fiber, laminated jute cloth, jute hessian fabric, rough jute products, hessian cloth, sack cloth,for pack.
Anji Qingyun jute cloth made by 100% jute fiber, 100% jute natural products, laminated jute cloth, laminated jute fabric.6.0 PRODUCTION OF JUTE GOODS India is the leading jute goods producing country in the world, accounting for about 70% of estimated world production. Bulk of the manufactured jute goods is predominantly being used in packaging purposes in domestic market.Jute begins as a plant that is taken from the bark of a jute plant.
It is long, golden, shiny, and part textile and part wood. The jute plant is found in tropical areas, with Bangladesh and India producing 95% of the crop. Jute can be found in other places, such as Nepal, China, and Thailand.Jute has many uses. The only fabric to be used more then jute is cotton. we see jute used for many creative projects. But, jute is used for so much more.
Let’s take a look now at some of its many uses. Household fabrics–Take a look around your house or a furniture store the next time you visit. Chances are, you may see some item that has jute in it.
Jute is used in chair coverings, rugs, carpets, curtains, floor coverings and other textiles. Farm use–Many farms use twine and rope containing jute. Twine might be used to keep bales of hay together and rope might be used for a variety of farm and ranch uses.
Jute is also used as a fabric to help with soil erosion, and seed protection. Fabrics–things such as canvas and sacking uses jute. Sacking is the use of jute to make bags and wrappers.
Garden–Many people use jute products to control weeds. It is also beneficial with landscaping projects. Food–While jute might not be heavily consumed here in the U.S., the leaves of jute are consumed in other areas such as West Africa.
Jute Diversification Promotion Centre (JDPC) are working on jute diversification. (World Bank) “Jute and jute goods constitute 56% of textile exports and in 2016 it was 3.8 percent of all export. Within the overall jute sector, low value added and traditional products account for more than 99 % exports; thus diversified jute products currently represent less than 1% percent of jute sector export.” In order to overcome the declining market of conventional products, new technologies and products has been evolved by using jute in the production of value added products and diversified products. By this way new industry has emerged and it is called jute diversified industry. This industry focuses innovative jute products. Eco-jute diversified products means products are made from natural jute fiber, yarn or fabrics.
It is recycled materials, reusable, designed for longtime use, causing little or no environmental impact and produced by eco-consciousness enterprises. Jute can be used for different purposes. Broadly, eco-friendly jute diversified products means these products are manufactured by using jute fiber, yarn, or fabrics partly or wholly.
According to Jute Diversification Promotion Centre (JDPC) “All fiber, yearn and fabrics-based jute products of high value addition excepting traditional hessian, sacking, carpet backing cloth and yarn of six count and above yearn will be termed as jute diversified products.” Diversified jute products uses multipurpose. For sustainable and revive the jute sector, everyday several products have been developing and adding in jute products family. The range of JDPs including ladies bag, summer/beach bag, fancy bag, executive bag, school bags, purse, pouch, wallet, file, decorative products, sataranji, wall/floor mats, table mats, runner, place mat, sikka, wall hanging, toys, grocery bags /souvenir, seminar bags, notebook, pen stand, paper & pulp ( jute paper, jute –silk blended paper, jute board, garments tag, visiting card, greetings card & note book), jewellery and jewellery box and office items etc. Almost jute diversified products are manufactured by Micro, small and medium enterprises in India.Moreover, India produces best quality raw jute in the world and she has core competency in raw jute production due to agro-ecological comparative advantages. World Bank study observed, Bangladesh has the huge potential and broadens scope in producing diversified jute products in world jute sector.
On the side of coin, India the first mover advantage in producing diversified jute fashion products compared to Bangladesh. Entrepreneurs need to understand the buying behavior of diversified jute products and formulating effective green marketing strategies and practices according to their purchase behavioral factors. Finally, it is true that green business and green marketing can play significant role for curbing climate change impacts around the world. Consumer preferences are going green, presenting new opportunities for entrepreneur.7.
0 METHODOLOGY 7.1 SAMPLING DESIGNFor the purpose of the study random sampling method has been adopted. Descriptive analysis has been adopted for analysis. This study was followed by depth interviews conducted to the people to explore factors of buying decisions for eco-jute products.
The study was considered as population to all consumers at India. The interview was conducted among two hundred respondents. Ten in-depth interviews and respondents were selected purposively from several groups. Respondents were asked different questions regarding marking mix issues (Products: raw materials of products, quality of product, design etc, Price: price condition, comments on price, promotional and availability of the products etc.), besides problems and suggestions also were asked regarding eco-jute diversified products. TABLE 1 GENDER DISTRIBUTION OF THE RESPONDENTSGENDER FREQUENCY PERCENTAGEMale 30 30Female 70 70Total 100 100Table 1 reveals that 70% of the respondents are Female and only 30% of the respondents are Male. Majority of the respondents are Female.
TABLE 2 AGE GROUP DISTRIBUTION OF THE RESPONDENTS AGE FREQUENCY PERCENTAGEAGE FREQUENCY PERCENTAGEBelow 20 20 2020 – 30 40 4030 – 40 20 20Above 40 10 10 100 100AGE FREQUENCY PERCENTAGESchool level 10 10College level 70 70Professional Qualification 10 10Others 10 10 100 100TABLE 4 RESPONDENTS SATISFACTION LEVEL WITH JUTE PRODUCTSPARTICULARS VERY HIGH SATISFACTION MODERATESATISFACTION LESSSATISFACTIONJute bags 70 30 10Jute rugs 20 60 20Jute apparel 70 20 10Jute furniture 40 40 20Jute crafts 40 40 20 8.0 RESULTS AND DISCUSSIONMajority of the respondents are Female. Majority of the respondents are students and home makers. Majority of the respondents prefer Jute Apparel.
Majority of the respondents are satisfied towards Jute bags, Jute Carpet and Rugs, Jute Furnishings, Jute Bags and Jute Crafts. Majority of the respondents have not faced any difficulty in using the jute products. Majority of the respondents have a good opinion about the jute products. Majority of the respondents are of the opinion that Jute Carpet and Rugs are mostly used. Majority of the respondents reveal that Jute Carpet and Rugs and Jute Bags and jute apparels are Highly Available.
Majority of the respondents make their purchase through retailers.9.0 CONCLUSIONIn this modern world, technology has reached its peak in all fields. When customers are exposed to innovation, they see new possibilities. They begin to visualize something better than what they have today.
High moisture absorption capacity, flexibility and drainage properties are the features characterizing jute as an eco-friendly fiber and so jute products are considered as ecologically acceptable by the environmentalists. Advantages enjoyed by jute products Over other fibers are abundant availability and bio-degradable properties. For centuries jute has been associated with flexible packaging, specially sacks, shopping bags and coarse door mats. Jute jewelleries, jute apparels, jute wall hangings were out of human range of imagination then.
But in today’s date multiple and versatile jute products are creating a global market. But the range of jute has increased manifold and it spread from the packaging industry to the fashion industry. So the government and others could make it a point to make manufacture long lasting jute products that too with the advent of so many benefits from it.10.0 Bibiliography BJRI (1974). Jute and Jute Products.
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