Encouraging sustainable consumption: Investigating consumer inclination to purchase products made from mango wastes

Given the current growth in consumer environmental concerns, this study assessed green customers' consumption value for mango waste-based vegan leather bags. The consumer values and market choices theories guided semi-structured interviews and grounded theory-based induction data gathering and analysis. The project provides lasting answers and theoretical insights for vegan leather bags and mango waste management. The five main values are functional, social, emotional, conditional, and epistemic. Ten consumption-related topics emerged. Vegan leather bags were valued for their durability and multifunctionality by green shoppers. The data also show that social media, family, and peers impact sustainable product selections. For sustainable vegan leather purses created from mango waste, beautiful design and customization, green behavior, convenience, and environmental and green experience were the emotional and conditional values. Green customers' openness to experience and green information can drive them to buy sustainable vegan leather bags, the study revealed.