Determinants of Finnish consumers’ purchase intention for eco-friendly jute bags as an alternative to plastic

This paper discusses the factors that influence the purchase intention of Finnish consumers for eco-friendly jute bags as a sustainable alternative to single-use plastic bags. Guided by the Theory of Planned Behavior (Ajzen, 1991) and the extended model of (Jaiswal & Singh, 2018), the study examines the relationship between Environmental Concern (EC), Perceived Consumer Effectiveness (PCE), Perceived Environmental Knowledge (PEK), and Attitude To-ward Green Products (ATGP) and their effect on Green Purchase Intention (GPI). A quantitative survey (see Appendix 1) approach was used, and 202 valid responses were obtained from Finnish retail consumers using online and in-store questionnaires (see Appendix 1). The data were analyzed with the help of the statistical package (SPSS) using descriptive statistics, reliability analysis, correlation, and multiple regression analysis. The results indicate that attitude toward green products had the most significant impact on the purchase intention, then environmental knowledge, consumer effectiveness, and environmental concern was not significant. These results suggest that in the environmentally conscious context of Finland, informed attitudes and perceived personal efficacy are stronger motivators of sustainable purchasing than are general environmental concern. Theoretically, the research reinforces the use of the Theory of Planned Behavior and expands it by emphasizing the cognitive aspects of knowledge and self-efficacy. Practically, it offers valuable insights for policymakers and retailers to promote the shift of Finland towards sustainable packaging by increasing consumer awareness, product quality, and empowerment.