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Analysis of Consumers' Behavior in Using Eco-Friendly Handbags
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Researchers surveyed 140 people in the Delhi NCR region of India, including interviews with 50 of them, about their attitudes toward eco-friendly handbags. The study found that personal attitudes toward sustainability, social influences, and perceived ease of choosing such products all shaped buying decisions, with price, design, and clear eco-labels mattering most.
In response to global environmental concerns and shifting fashion industry trends, eco-friendly handbags have gained attention as sustainable alternatives to conventional products. The growing awareness of plastic pollution and resource depletion is prompting consumers, particularly working women and students, to reassess their purchasing habits, raising important questions about adoption patterns and preferences. This study examines consumer behavior toward eco-friendly handbags in the Delhi NCR region of India, using a purposive sample of 140 respondents. A mixed-method approach was employed, combining quantitative survey questionnaires with qualitative, semi-structured interviews with 50 participants to gather data on usage frequency, motivations, and preferences. The findings align with the Theory of Planned Behavior, showing that attitudes toward sustainability, subjective norms, and perceived behavioral control interact to shape decisions. Practical implications emphasize affordability, design innovation, and eco-label visibility as critical for market success. This study contributes strategies for advancing the adoption of eco-friendly handbags by aligning environmental goals with user expectations.
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When a large batch of papers lands in the Atlas, we read through it and send a short write-up of what stood out.