Consumer Awareness, Attitudes, and Adoption of Bamboo Products among Urban Consumers in Mumbai: An Empirical Study

Abstract

Rapid urbanisation and rising environmental concerns have increased the relevance of sustainable consumption in Indian metropolitan contexts. Bamboo has emerged as a sustainable material due to its renewability. Despite an estimated valuation of over ₹28,000 crore for India’s bamboo and rattan industry, urban markets rely on imports of ₹3,600 crore in finished bamboo products annually, indicating a gap between domestic supply and urban market adoption (NITI Aayog, 2023). This study examines consumer awareness, attitudes, and adoption behaviour relating to bamboo products among residents of Mumbai. Primary data were collected from 212 respondents using a structured questionnaire. Descriptive statistical techniques were employed to assess awareness, attitudes, adoption patterns, and perceived barriers. Pearson’s correlation analysis and one-way Analysis of Variance (ANOVA) were used to examine relationships between key variables and differences in adoption across product categories. The results indicate high awareness and positive attitudes towards bamboo products; however, regular usage remains limited, highlighting an awareness–adoption gap. Attitudes show a stronger association with adoption behaviour (r = 0.58, p < 0.01) than awareness alone (r = 0.46, p < 0.01), indicating that favourable perceptions do not translate into sustained consumption. Adoption varies across product categories, with higher uptake for low-cost household utility items and lower adoption for personal care products. Key constraints include higher prices, limited availability, durability concerns, and design compatibility. The study provides empirical evidence and highlights the category-dependent nature of green product adoption, underscoring the need for policy and market interventions to support sustained adoption of bamboo products in India.