CONSUMER BEHAVIOR TOWARDS “ECOWARE” - ECO-FRIENDLY BIODEGRADABLE TABLEWARE

Abstract

Biodegradable dinnerware is an alternative to plastic-based tableware. Manufacturers are eager to create biodegradable dinnerware out of biodegradable garbage. Raw materials used to make biodegradable dinnerware include residual byproducts of sugarcane extraction, rice bran, wheat, and maize. Furthermore, firms are investigating recyclable trash, such as fallen palm leaves and paper waste, in order to widen the horizons of their product lines. Food containers and cutlery such as bowls, plates, cups, and meal trays that degrade within months of being abandoned are examples of biodegradable tableware. As per my knowledge, the consumer has their own requirements based on their behavior and technologies, their recognition and motivations, the role of consumer perception, attitude, personality, and cultural values in purchasing decisions, the role of advertisements, brands, persuasions, and social groups in consumers’ purchasing decisions, etc. Additionally, various research methodologies can be applied to understand consumers’ decisions, motivations, personalities and their links. In order to apply all these learnings, I have done academic research on a sustainable product. I applied the research methodologies to understand the problem areas in the marketing and acceptance of a sustainable product. This report is on Consumer Behaviour of a sustainable product – Biodegradable tableware. For my project, I chose a brand called “ECOWARE” who took an initiative towards climate change and sustainability to achieve Zero – Carbon Emission. After studying brand specifics, I have hypothesized the problem areas, and through primary research, I have tested the hypothesis. In the end, I have identified the key issues faced by the company in increasing its market share and I have suggested a brief marketing plan to increase the market share.