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首页> 外文期刊>Journal of Marketing and Consumer Research >Customer’s Perception towards Buying Eco-Friendly Diversified Jute Products: An Empirical Investigation in Dhaka City, Bangladesh
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Customer’s Perception towards Buying Eco-Friendly Diversified Jute Products: An Empirical Investigation in Dhaka City, Bangladesh

机译：客户对购买环保型黄麻制品的看法：对孟加拉国达卡市的一项实证调查

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摘要

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.
机译：研究的目的是探索客户对环保型黄麻多样化产品的购买决策的看法。这项研究之后是顺序混合方法。定量（实证）和定性方法来探索生态黄麻产品购买决策的因素。遵循便利采样技术。达卡市共调查了200名受访者。还进行了十次深度访谈，以找到有关参与者感知和行为的更多详细信息。环保的黄麻多样化产品包括购物袋，洗衣袋，挎包，钱包，书包，地垫，研讨会用袋和装饰物品等。尽管有人造纤维基产品的替代品，例如塑料或聚乙烯，该行业仍会有需求。这项研究将帮助企业家设计在竞争激烈的商业世界中维持可持续发展的营销策略。由于黄麻的多种产品具有生态友好性，因此应实行绿色营销。这项研究的结果是：客户对黄麻多样化的产品持积极态度，但应采取必要的措施使客户满意。因此，对于成功的绿色营销而言，了解消费者的购买因素或消费者的行为对企业家非常重要。对于可持续的黄麻多元化产业，需要绿色营销，更多的研究和品牌推广。

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