Name: Manjunatha K & Prasanna M R
Country: India

Year: 2026
Volume: Volume-11, (Special Issue: March 2026)
Page Number: 55-59
DOI: https://doi.org/10.5281/zenodo.19219346

ABSTRACT
Purpose: The purpose of this study is to examine the influence of cognitive appraisal on consumer attitudes and purchase behaviour toward traditional silk Sarees, with particular reference to their cultural and symbolic significance.

Theoretical framework: The study is based on cognitive appraisal theory, which explains how consumers
evaluate products through perceptions such as cultural value, authenticity, quality, and price fairness. These evaluations influence emotional responses and purchase intentions.

Design/methodology/approach: A descriptive research design was adopted for the study. Primary data were collected through a structured questionnaire from 100 consumers who had purchased or intended to purchase traditional silk Sarees. The collected data were analysed to understand the impact of cognitive appraisal
dimensions on purchase behaviour.

Findings: The findings indicate that cognitive appraisal significantly influences emotional attachment and purchase decisions. Perceived cultural value and product authenticity were found to be the most influential factors, followed by quality perception and price fairness.

Originality/value: The study contributes to consumer behaviour literature by integrating cognitive appraisal theory with the consumption of traditional and culturally significant products.

Keywords:
Consumers, Cultural value, Quality, Silk Sarees Purchase Intention.