Author(s)

Prasad Neha¹, Muthusamy Aravendan²

¹National Institute of Fashion Technology, Chennai, India.
²Department of Leather Design, National Institute of Fashion Technology, Chennai, India.

Conscious consumption is a trend that is here to stay since consumers are becoming more aware of their purchasing decision and its impact on their health & environment. To sustain in the market on the move towards sustainability and meet the demands, companies need to re-examine their footprints and incorporate green practices in their products and organization. Using eco-friendly material & processes is one of the remedies to come up with this, and bamboo is one of the most versatile, green and renewable natural resources on planet earth. Traditionally bamboo has been exploited to a large extent but cutting-edge options available for bamboo are still limited and have a scope of indulging fully in the lifestyle of people in India. The global market size of bamboo was valued at UED 53.28 billion in 2020, and it is expected to grow at compound annual growth rate of 5.7% from 2022 to 2028. There is increasing demand for sustainable construction, and furniture and handicraft products also have considerable weightage. Manny brands and craft clusters of bamboo are realizing and promoting this green quotient of bamboo to the market to attract the eco-conscious audience and trying to cope up with the advancement of sustainability, like certifications of being a green organisation. Despite the exceptional qualities of bamboo, it is considered as a marginalized material due to low production rate, high competition with the non-eco-friendly or cheaper alternatives, aesthetics and marketing gaps. There is a gap between willingness to purchase and an actual purchase when it comes to the sustainable products and marketing plays a major role in conversions. The main purpose of the research is to study and understand the product, craft, design, production processes and marketing practices of bamboo lifestyle products and how conscious consumption patterns influence the bamboo products and the industry in relevance to the sustainability. Exploratory research method was applied with the literature survey and reviewing of the research papers from the peer reviewed journals. They were classified and reviewed based on the areas relevant to the bamboo products. The research outcome revealed the research gaps and the results were discussed and presented with the perspectives of product design, conscious consumption and marketing strategies in relevant to the sustainability of bamboo lifestyle products.

Bamboo, Branding, Conscious Consumption, Home Furnishing, Interior Design, Lifestyle Products, Marketing, Product Design, Sustainability

Neha, P. and Aravendan, M. (2023) A Review on Sustainable Product Design, Marketing Strategies and Conscious Consumption of Bamboo Lifestyle Products. Intelligent Information Management, 15, 67-99. doi: 10.4236/iim.2023.153005.