Qualifying Input of Geographical Indication (GI) Tag on Purchase Intention on Paithani Sarees Among Generation- Z In India
THAKUR ASUTOSH SANTOSH
MBA (Marketing) Enrolment No: 2406142000398 Faculty of Management Studies
Parul University, Vadodara, Gujarat
SAXENA AGRAJA PAVAN PAVAN NIHARIKA
MBA (Marketing) Enrolment No: 2406142000392 Faculty of Management Studies
Parul University, Vadodara, Gujarat
Faculty of Management Studies Parul University, Vadodara,
ABSTRACT:
This study aims to explore the impact of Geographical Indication (GI) Tag on the purchase intention of Pathani Sare for Generation Z consumers in India. This study adopted the quantitative research approach, and the data was collected from 100 participants. Descriptive statistics, t-test, ANOVA, correlation, and regression were applied for the study. The findings of the study revealed that awareness, authenticity, cultural identity, and GI tag were significantly related to purchase intention.
Earlier studies have proven the economic banefits for the producer of handloom production order to protect the above product from being duplicated or misrepresented, the Government of India enacted the Geographical Indication of Goods (Registration and Protection) Act.
Thus, the Geographical Indication Tag help protect region-Speciffic products, ensuring their genuine, which also help in differentiation, along with the economic banefits being bestowed upon the right community of action. Despite the support provided to the handloom product through the GI tag, the product face challenge in attracting the Generation Z population, born between 1997 and 2012. Generation Z is highly influenced by the internet, changing trends, and globalization. However, the new generation is also becoming aware of the environment, ethics, and genuineness. This duality brings opportunities as well as challenge for the brand, which I Maintain the Earlier studies have proven the economic benefit for the producer of handloom products. Although prior studies explore the economic and producer-side banefit of GI tag, little attention has been paid to the impact of GI tag on consumer psychology and behavioral intentions. There has been a lack of empirical understanding of how GI tags affect young Indian consumers in terms of perception, trust, purchase intention, and brand attachment. This study aims to fill this research gap by exploring the psychological impact of GI Tags on Generation Z consumption of heritage fashion.
