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Volume 4, Issue 2
  • ISSN: 2754-026X
  • E-ISSN: 2754-0278

Abstract

Young consumers’ green purchase behaviour has been researched by identifying the influence of green product attributes, social sustainability attributes and environmental sustainability attributes. Consumers’ attitude–behaviour gap regarding sustainable handloom product consumption establishes the need for this research, which uses the theory of planned behaviour (TPB) to understand the factors – subjective norms, personal attitude and perceived behaviour control (PBC) – influencing consumers’ handloom textile purchase intention, with consumer involvement and knowledge of textile products acting as additional moderating factors. The modified framework of TPB identifies antecedents of handloom purchase intention as perceived image, attitude and perceived environmental benefits, with consumer knowledge and involvement moderating the relationship between antecedents and consumer purchase intention. Data collected from 213 respondents aged between 18 and 24 years was analysed using structural equation modelling of partial least squares. Partial least square results indicate a significant relationship between perceived image on purchase intention, attitude and perceived environmental benefits. Consumer attitude influences purchase intention positively. Perceived environmental benefits failed to influence purchase intention significantly. The relationship of the moderating factors involvement and consumer knowledge is significant with purchase intention; however, the moderating effect of these factors is insignificant on image–purchase intention, attitude–purchase intention and perceived environmental benefits–purchase intention. The model suggests substantial out-of-sample predictive power for the purchase intention and environmental benefits construct. cIPMA is significant for all independent factors, with attitude, involvement and perceived image high on both the importance performance spectrum and necessity effect size, indicating that increasing these factors would result in high purchase intention for handloom textile products among young consumers.

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2025-12-23
2026-04-12

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