Consumer attitudes toward sustainable products : the adoption of jute shopping bags in the international market
Amin, Md Robaiyet (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052918143
https://urn.fi/URN:NBN:fi:amk-2025052918143
Tiivistelmä
The thesis investigated Finnish consumer opinions about sustainable products by studying jute shopping bag adoption in Finland. The study used the Theory of Planned Behavior (TPB) and Value-Belief-Norm (VBN) theory to analyze psychological social and moral factors that affect pro-environmental behavior.
The thesis used a quantitative method through which 15 Finnish participants received a structured questionnaire. The study analyzed environmental awareness together with jute bag attitudes and social influence and perceived behavioral control and purchase intentions. The participants showed favorable attitudes toward sustainability and jute bags yet failed to adopt them because of practical barriers including cost and availability and seasonal usage. The study revealed that social influence was moderate, yet moral obligation emerged as a primary motivator.
The thesis demonstrates that sustainable consumer action requires structural support through better market accessibility and incentives and focused awareness campaigns. The thesis findings aim to assist policy development and marketing strategies which promote environmentally friendly alternatives throughout Finland and comparable regions.
The thesis used a quantitative method through which 15 Finnish participants received a structured questionnaire. The study analyzed environmental awareness together with jute bag attitudes and social influence and perceived behavioral control and purchase intentions. The participants showed favorable attitudes toward sustainability and jute bags yet failed to adopt them because of practical barriers including cost and availability and seasonal usage. The study revealed that social influence was moderate, yet moral obligation emerged as a primary motivator.
The thesis demonstrates that sustainable consumer action requires structural support through better market accessibility and incentives and focused awareness campaigns. The thesis findings aim to assist policy development and marketing strategies which promote environmentally friendly alternatives throughout Finland and comparable regions.