<p>Bamboo has become celebrated as a sustainable replacement for traditional materials because it grows fast, is renewable, sustainable, and safeguards the environment. Although sustainability awareness is growing, the level of acceptance of the bamboo products is limited due to external environmental challenges, consumer uncertainty about credibility and innovations of products, inability to get reliable platforms to make the purchase, inconsistent pricing structure, and strong brand loyalty attached to existing cheaper materials. This study employs a multinomial logistic regression (MLR) model, combined with the application of operational excellence (OE) practices to explore consumer-buying behavior and awareness alongside external environmental factors with the potential of making bamboo products visible at both local markets and global markets. The results highlight that the bamboo product market is defined mainly through branding strategies, product diversification, product quality standards, economic factors and distribution network. At the same time, consumer behavior is heavily influenced by demographic trends, highlighting the leverage possible from tailored marketing strategies. Customer perception, OE perspectives, and sustainability-oriented choice analysis represent the theoretical points investigated in this study. The actionable recommendations, visualized through the prism of flexibility, focuses on fostering the longevity of bamboo and based products, strengthening digital marketing efforts, and improving the accessibility of supply chains to domestic and global consumers. Consequently, promoting these products enhances the sector’s export competitiveness while achieving key SDGs including SDG1, SDG5, and SDG 12. The research also demonstrates that sustainable development requires policy changes combined with both financial support and well-planned branding to accelerate consumer acceptance of bamboo product.</p>