Purchase Intentions and Ethnocentric Tendencies among Indian Consumers: A Quantitative Investigation into Handloom Textiles

Abstract

This study investigates the relationship between consumer ethnocentrism and purchase intentions in the context of India's handloom textile industry. Specifically, it explores the mediating roles of perceived quality and consumer attitudes in shaping urban consumer behavior toward handloom products. A quantitative survey of 380 respondents from Delhi was conducted, and data were analyzed using exploratory factor analysis (EFA) and structural equation modeling (SEM). The findings confirm that consumer ethnocentrism significantly influences purchase intentions, with perceived quality and consumer attitudes playing pivotal mediating roles. Practical implications include marketing strategies focused on cultural storytelling and authenticity, as well as policy recommendations to support artisans and enhance the competitive positioning of handloom textiles. The paper concludes with limitations, recommendations for future research, and a call for deeper explorations of consumer preferences to sustain the handloom sector amidst globalization.