Young Consumers' Jute Bags Purchase Intention : An Application of Extended Theory of Planned Behavior in Bangladesh

Jute, considered as the golden fiber of Bangladesh, has a remarkable history from a socio-economic perspective in the total economy. However, the potential contribution of jute products to the overall economy has not been adequately achieved because of a lack of consumers’ awareness and promotional efforts. Therefore, stakeholders are strategically thinking to create awareness and promote jute products along with academicians and professionals, who are also trying to apply various models and strategies in changing consumer behavior towards jute products. The aim of this empirical study is to investigate young consumers' purchase intention of jute bags in Bangladesh. A widely known model, the theory of planned behavior, has been incorporated to develop and test hypotheses and thereby make a comprehensive evaluation. In order to achieve objectives from the real-world situation, structural equation modeling has been adopted for systematic quantitative analysis through SmartPLS 3.0, where data were obtained via a structured questionnaire from 384 young consumers. The findings of this research reveal that attitude and subjective norm of young consumers' have a significant positive effect on intention towards purchasing jute bags; in addition to this, environmental concern has a significantly positive influence on attitude, subjective norm, and perceived behavioral control. On the other hand, perceived behavioral control and environmental concern were found insignificant towards the purchase intention of jute bags. Based on the research findings, theoretical and managerial implications are incorporated in the current study that will add value to the strategy formulation process of multiple stakeholders in Bangladesh