Consumer Buying Behaviour Towards Khadi Fashion Wear

Abstract

Studies to examine the perceived authenticity of Khadi Bhandars selling Khadi fashion wear are scarce. There has been research on Khadi textiles, but very few studies have examined consumers’ buying patterns, especially for Khadi, an authentic Indian material. This study focuses on Khadi Bhandars selling Khadi fashion wear products, and it looks at the elements that impact consumer behaviour for buying Khadi products. The participants included people who purchased Khadi textiles and fashion wear. Store atmosphere, perceived authenticity and attitude towards buying are considered as predictor variables. Exploratory factor analysis and a structural equation model were used to analyse the data. The store atmosphere is found to have a substantial influence on perceived authenticity, buying intention and attitude towards buying. An individual’s attitude and perceived authenticity have significantly influenced their buying intention, and their buying intention significantly influenced their buying behaviour.