ATTITUDE OF CUSTOMER SATISFACTION TOWARDS ECO-FRIENDLY HANDICRAFTS: A SUSTAINABLE APPROACH

The Handicraft industry is essential for safeguarding cultural heritage, sustaining rural livelihoods, and promoting economic development. In recent times handicrafts have taken as sustainable products for global environment protection and combine with the United Nations Sustainable Development Goals (SDGs). This study finds out the customer attitudes and satisfaction with eco-friendly handicrafts and their role in enhancing sustainable consumption and production. Primary and secondary data were both examined to know customers' perceptions of quality, price, design and environmental value. The findings point to satisfactory customer attitudes, significantly influence level of satisfaction and customer behaviour. The increased demand for eco-friendly handicrafts is an opportunity for artisans and policymakers to increase sustainable market growth. This study concludes that awareness, upholding product quality, and using innovative marketing strategies are key factors that can enable the improvement of customer satisfaction and the long-term sustainability of the handicraft sector.