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Survey analysis reveals strong trust and environmental concern driving consumer behavior in rural India.
This study examines consumer behaviors toward sustainable innovations in semi-urban and rural India, using Eco Rabbit’s biodegradable product line as a case example. A sample of 165 respondents from Piler, Chittoor, provided data through surveys, interviews, and situational observations, complemented by secondary sources. Employing a mix of statistical techniques descriptive and inferential the research analyses the relationships between awareness, trust, pricing, and purchasing behavior. Results indicate moderate brand awareness, strong influence of environmental concern and health benefits, and trust greatly enhanced by third-party certifications (χ² = 33.091, p = 0.001). Factor analysis revealed eight key components explaining 64.6% variance, with trust & brand perception contributing 36%. Recommendations include youth-focused marketing strategies leveraging social media, highlighting certifications, offering bundled value deals, and improving packaging transparency.
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Gnanaprasuna et al. (2025) studied this question.
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