The current focus on sustainability has motivated countries globally to adopt sustainable practices. This study seeks to examine consumer behavior towards bamboo-based products as an alternative to plastic to promote sustainable products and link them to societal goals of sustainability and improved lives. A survey based on analyzing customer usage behavior has been circulated across India and collected responses have been analyzed using logistic regression through SPSS v28. Different stakeholders including startups, government reports, and artisans have been used to filter out the significant variables for the questionnaire to mimic the real scenario of this sector.

The findings of the analysis suggest that trend (Exp(B) = 2.923, p = 0.004), alignment with sustainability (Exp(B) = 2.596, p = 0.001), and the willingness to pay premium prices for certified sustainable bamboo products (Exp(B) = 2.109, p = 0.01) have a significant positive impact on consumers’ intentions to buy or use bamboo products. However, perceived product as a substitute (Exp(B) 0.423, p = 0.007) and satisfaction with current products (0.332, p =0.001) have less impact when compared to other significant variables. Overall, the results of this research indicate that consumers are adopting sustainable products when they are relevant to their lifestyle and have a quality and sustainability advantage.

This research provides fundamental knowledge about consumer attitudes toward environmental friendly product substitutes and can help businesses and policymakers to understand the concepts and principles to cut a compelling trail to sustainable product sourcing and supporting the local economy.