Beyond the loom: understanding handloom product purchase motivations using the extended theory of planned behavior

Abstract

Purpose

This study aims to identify the variables affecting consumers’ decision to buy handloom products. To build a more complete model to help us reach this goal, consumer satisfaction (CS) and e-commerce (ECOM) variables were added to Ajzen’s theory of planned behavior (TPB).

Design/methodology/approach

Data were obtained from 412 participants who were consumers of Pochampally handloom silk sarees (PHSS). Information was obtained through a structured questionnaire from February to July 2023, and an online survey was conducted using Google Forms. A study was conducted to empirically examine this phenomenon using the Warp PLS version 8.0.

Findings

This study reveals that CS affects the purchasing behavior of PHSS. Similarly, ECOM had no direct impact on respondents’ PHSS purchasing behavior, attitudes and perceived controls, significantly impacting their purchase intentions (PIs). Subjective norms have a negative effect on PHSS product PIs.

Originality/value

This study investigates the differences between consumer attitudes and actions. To increase handloom product consumption in developing nations, it is necessary to understand the cause of this difference. Few studies have been conducted in India using the TPB. This study contributes to this research field.

Citation

K, A. and T (2024), "Beyond the loom: understanding handloom product purchase motivations using the extended theory of planned behavior", Research Journal of Textile and Apparel, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/RJTA-01-2024-0019