The members of the test group completely agreed that the just is a more environmentally friedly material than plastic. The people think that they can use the jute bag for various purposes and that it is a durable bag. In addition, based on the results it can be stated that the jute bag is a good business idea, but cannot be regarded as a business innovation. The case company could start producing jute bags, but they would need to pay attention on designing a more customer-friendly model. It would be advisable to concentrate on the marketing and providing the consumers more information about the jute bag.