From tradition to sustainability: the mediating effect of environmental attitude and concern for the environment in the relationship between green consumption values and purchase intention for handloom products in India

This study explores how consumers' green consumption values (GCV) influence their intention to purchase Tasar silk products, investigating the mediating effects of environmental attitude (EA) and concern for the environment (CE). Grounded in social cognitive theory (SCT), the research highlights psychological factors impacting sustainable purchasing intentions. As sustainability gains importance, consumers are drawn towards environmentally conscious choices, presenting an opportunity for the Indian handloom industry to promote its eco-friendly products. The findings reveal that higher GV leads to a positive attitude and greater environmental concern, influencing consumers' intention to purchase Tasar silk products. The research underscores the significance of promoting green values and sustainable consumerism, offering practical implications for marketers, businesses, and policymakers to contribute to a more sustainable future.