Green Governance: Paving the Way for Sustainable Purchase Intention

The ailing state of environment caused by human action calls for the emergence of green governance in the field of sustainable purchase intention through the implementation of regulatory framework and imposing transparency, accountability and ethical conduct. The article, thus, seeks to investigate the factors influencing individuals’ sustainable purchase intention and expanding the theory of reasoned action by incorporating two additional constructs to empower its explanatory capacity. To achieve this, 424 participants were surveyed and the data thus obtained were examined employing structural equation modelling to identify links among antecedents. Major findings indicate a significant connection between green governance and sustainable purchase intention along with other potential factors. The study’s management implications propose that the government should incorporate green governance into its strategy to stimulate consumer desire for green handloom products, thereby guaranteeing long-term commercial resilience and environmental stewardship.