Unraveling the Impact of Geographical Indication on Consumer Preferences for Handloom Products

Abstract

Handloom products represent an emotional significance in addition to their utilitarian function. It reminds us of the artistic skills and cultural uniqueness that exist in our nation. GI registrations have been granted to the handloom segment to protect the artists and maintain the authenticity of weaving. Due to a lack of knowledge about GI tag handloom products, consumers often face a dilemma when deciding whether or not to buy handloom products when other power-loomed fabrics are available. This study addresses the research gap by examining the factors contributing to consumers' willingness to buy Champa’s silk handloom products with GI tags. People generally associate the Champa region with the production of kosha silk. This study has brought in the Theory of Planned Behavior (TPB) as a base to develop a theoretical model for determining the intention to buy handloom products with GI tags. Using a convenient sampling approach, the researchers targeted potential handloom consumers as a demographic concern. A total of 250 questionnaires were distributed; out of those, 197 were deemed suitable for further study. The Theory of Planned Behavior (TPB) evaluates the behavioral characteristics of consumers while making purchases. The models were evaluated using the SmartPLS4 software. The findings showed that price veracity and consumer trust have a considerable positive impact on attitude. The handloom products with GI tags build potential trust among consumers on handloom products. Handloom store retailers should take the initiative to make consumers aware of the authenticity of their products, which prominently include GI certification labels on handloom items.