Sustainability and Social Responsibility

Will Consumers Buy Golden Fiber Couture?

  • Ummey Hani Barsha (Auburn University)
  • Amrut Sadachar (Auburn University)


The challenges associated with the limited wearability of jute fabric have been addressed through blending jute with other fibers and using different finishing techniques by researchers and industry practitioners. However, there is a lack of research investigating consumer attitudes towards these products and their willingness to buy jute-blended garments. This quantitative research investigated consumers’ purchase intention toward jute-blended garments based on the functional, expressive, and aesthetic (FEA) consumer needs model and the theory of reasoned action (TRA). A web-based survey was conducted with 148 undergraduate students from a southeastern public university. Multiple regression was run using SPSS. The result indicated that consumers perceived FEA aspects of jute-blended garments positively. This positive perception led to a favorable attitude toward these products, influencing their purchase intentions. Furthermore, consumers thought they would have positive purchase intentions towards jute-blended garments if their reference group admired them for using this.

Keywords: Jute-blended garments, sustainability, FEA, TRA

How to Cite:

Barsha, U. H. & Sadachar, A., (2024) “Will Consumers Buy Golden Fiber Couture?”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
23 Jan 2024
Peer Reviewed