Fashioning the golden fibre as a sustainable apparel option: consumer perceptions of jute mixed garments

Jute, a natural fibre, has historically been constrained by its stiffness and poor crease recovery, limiting its wearability. Recent advances have addressed these issues by mixing and blending jute with other fibres and applying finishing techniques. However, little research has investigated consumer attitudes towards and willingness to buy jute mixed garments. This is the first study to investigate consumer behaviour towards jute mixed garments based on the functional, expressive, and aesthetic (FEA) consumer needs model and the theory of reasoned action (TRA). A web-based in-person survey was conducted with undergraduate students from a southeastern university. Multiple regression analysis via SPSS revealed that consumers formed a positive attitude towards jute mixed garments due to their positive FEA perception and later formed favourable purchase intention towards it. This study offered valuable insights for designers, manufacturers, and brands about how jute-mixed garments can be positioned as sustainable, mainstream fashion options.