GEN Z AWARENESS AND PERCEPTION OF GI- TAGGED HANDLOOM AND TEXTILE PRODUCTS

Abstract [English]

Geographical Indication (GI) tags protect and recognize products with unique qualities tied to their geographical origins, offering a critical means of preserving cultural heritage while empowering artisans and fostering rural economic growth. In India, with 470 GI-certified products, the handloom and textile sector hold immense potential. However, limited consumer awareness, counterfeit goods, and weak marketing strategies undermine the market potential of these products among younger demographics, particularly Gen Z. Generation Z is the most ethically, racially, and ethnically diverse generation and was born between 1996 and 2012. They are claimed to be the most welcoming and open -minded generation so far. Through a comprehensive, mix-method research, this study explores Generation Z’s awareness, perceptions, and preferences regarding GI-tagged handloom and textile products. It highlights that while GI tags enhance authenticity, reputation, and premium pricing, their success depends on effective branding and consumer education. Survey findings reveal that although Generation Z values sustainability and cultural heritage, many remain unaware of GI tags. Those familiar with the tags are influenced by factors like regional pride and authenticity in their purchasing decisions. Challenges include misinformation and counterfeit products, underscoring the need for better consumer outreach. Recommendations focus on leveraging digital platforms, modernizing designs, and enhancing marketing to resonate with this tech-savvy, value-driven generation. Digital platforms play a pivotal role, with Generation Z relying on e-commerce and social media for shopping. Innovative marketing approaches, such as storytelling and influencer partnerships, can boost the appeal of GI-tagged products and bridge the gap between artisans and younger consumers, ensuring the sustainability and recognition of India’s textile heritage. Furthermore, the willingness to pay a premium for GI-certified items signals an opportunity to position them as sustainable, high-value alternatives.