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This study aims to identify the variables affecting consumers’ decision to buy handloom products. To build a more complete model to help us reach this goal, consumer satisfaction (CS) and e-commerce (ECOM) variables were added to Ajzen’s theory of planned behavior (TPB).

Data were obtained from 412 participants who were consumers of Pochampally handloom silk sarees (PHSS). Information was obtained through a structured questionnaire from February to July 2023, and an online survey was conducted using Google Forms. A study was conducted to empirically examine this phenomenon using the Warp PLS version 8.0.

This study reveals that CS affects the purchasing behavior of PHSS. Similarly, ECOM had no direct impact on respondents’ PHSS purchasing behavior, attitudes and perceived controls, significantly impacting their purchase intentions (PIs). Subjective norms have a negative effect on PHSS product PIs.

This study investigates the differences between consumer attitudes and actions. To increase handloom product consumption in developing nations, it is necessary to understand the cause of this difference. Few studies have been conducted in India using the TPB. This study contributes to this research field.

This study aims to analyze the impact of minimalism, attitude, perceived behavioral control and subjective norm on green purchase intention in the fashion industry using the theory of planned behavior (TPB).

The study used the mall-intercept technique to collect data from shopping malls across six cities in India by administering a structured questionnaire. The sample comprised 230 responses, which were analyzed using the partial least square structural equation modeling (PLS-SEM).

The findings highlighted that minimalism, subjective norm, attitude and perceived behavior control significantly affect the purchase intention of green apparel in fashion industries. This strengthens the validity of the TPB in explaining green purchasing intention among educated individuals from Generations Y and Z in India.

This study is crucial for corporate leaders and academia as it embarks on new findings from young Indian consumers’ perspective. Minimalistic principles shape consumers’ purchasing attitude by enhancing their confidence and ability to adopt green consumption practices.

The study advances the comprehension of sustainable fashion marketing in India by investigating the correlation between customers’ minimalism and purchasing intention regarding sustainable apparel.