Factors Influencing the Mindset toward Jute Revival: The Case of an Educated Generation in Bangladesh

Abstract

We examined the factors affecting the potential of jute products and the supportive mindset toward the revival of jute entrepreneurship in Bangladesh. By using data obtained from an online questionnaire survey, we quantitatively investigated the relationship between the respondents’ mindset and their attributes. First, we found that the employment status as self-employed, the attitudes of Bangladeshi society, and jute product design were the most crucial variables influencing the potential of jute products. Secondly, the employment status as self-employed, the use of jute goods in daily life, and constraints on jute entrepreneurship had the most marked positive effects on supportive mindsets toward the need for jute entrepreneurship. Thirdly, the factors regarding inclination toward agri-entrepreneurs and conditions under which money could be saved had a significant negative effect on supportive mindsets toward jute entrepreneurship. This suggests that there is a trade-off between fostering entrepreneurship in agriculture and reviving a declining industry. Therefore, it is important to enhance further actions that will support the jute industry to revitalize.