Online purchase of textile products during Covid-19 crisis and the role
of brand recognition – an empirical study

Textiles and clothing have been considered major industries ever since Indian civilization was born. The demand for
clothing and textile products had always been high among Indian consumers. Covid-19 and the lockdown restrictions
imposed on account of it have forced them towards making a purchase of textile products online rather than the
conventional physical stores. The relationship between online brand recognition in the textile sector and the purchase
intention of textile products by consumers through online mode has been empirically estimated in this research. Online
brand recognition has been measured using five constructs. The demographic factors of consumers namely age, gender
and educational qualifications have been taken as moderators and the influence of these factors on the purchase
intention has also been examined. Data collected from 457 respondents were collected through a closed-end
questionnaire designed with standard instruments. The outcomes showed that online brand recognition created an
impact on the online purchase decision of consumers post Covid-19. It also has identified that the female consumers in
India between the age groups 40-59 years form a majority when compared with the male consumers when purchasing
textile products online.