The Mediating Role Of Attitude And Perceived Value In Driving Purchase Intentions For Handloom Textiles: A Quantitative Investigation

Abstract

This study explores the mediating role of attitude and perceived value in influencing consumer purchase intentions for handloom textiles. The research aims to assess the relationship between these mediators and purchase intentions using quantitative tools and analysis. Handloom textiles hold significant cultural, economic, and aesthetic value in many regions, and understanding the psychological and perceptual factors driving consumer behavior in this sector is crucial. This paper uses structural equation modeling (SEM) to analyze survey data collected from 400 respondents, testing hypotheses related to the influence of product quality, cultural significance, and price sensitivity on purchase intentions, mediated by attitudes and perceived value. The results show that perceived value has a stronger mediating effect than attitude, highlighting the importance of positioning handloom textiles in terms of their unique value proposition. The study offers insights for policymakers and marketers looking to revitalize the handloom sector through targeted marketing strategies and improved consumer engagement.