FROM WRITING TO GROWING: A MARKETING STUDY ON PLANTABLE STATIONERY AS A SUSTAINABLE PRODUCT

This study examines the marketing potential of plantable stationery as a sustainable alternative to conventional stationery products. With rising environmental concerns and increasing demand for eco- friendly solutions, plantable stationery offers an innovative product that combines functionality with environmental regeneration. A descriptive research design was adopted, and primary data were collected from 252 respondents using a structured questionnaire. Reliability was confirmed through Cronbach’s alpha, and hypotheses were tested using Pearson correlation and Welch’s ANOVA. The findings reveal a significant positive relationship between consumer awareness and purchase intention, as well as between environmental concern and consumer preference. Marketing strategies were also found to significantly influence buying behaviour. The study concludes that strategic green marketing and awareness initiatives can enhance market acceptance and promote sustainable consumption. However, the study is limited by its relatively small sample size and restricted geographic coverage, which may affect the generalizability of the findings.