Rekindling Tradition: An Empirical Study on Purchase Intention for Indian Handloom and Handicrafts among Domestic Consumers

Abstract

This empirical study investigates determinants of North Indian urban consumers’ purchase intention for handloom and handicraft products. Extending Ajzen’s (1991) Theory of Planned Behaviour (TPB), the research integrates constructs such as authenticity, cultural motivation, product diagnosticity, and information asymmetry. A structured questionnaire was administered to 350 respondents across Delhi NCR, Punjab, and Rajasthan. Data were analysed using SPSS and SmartPLS 4, utilising exploratory factor analysis (EFA), confirmatory factor analysis (CFA), reliability, validity testing, and structural equation modelling (SEM). Results indicate significant positive effects of attitude, subjective norms, perceived behavioural control, authenticity, cultural motivation, and perceived quality—mediated by reduced information asymmetry—on purchase intention. The moderating effect of digital exposure further amplifies authenticity and quality perceptions. The study underscores the dual importance of cultural identity and quality signalling in promoting traditional crafts. Implications inform strategies for marketers and policymakers aiming to revitalise India’s handcraft sector.