Abstract:
Despite the significant presence of small-scale textile businesses in Northern Sri
Lanka, little is known about how social and psychological factors influence consumer
behaviour in this context. Understanding these drivers is critical for improving
business performance, customer loyalty and community engagement. This study aims
to explore how social psychological factors such as identity expression, peer
influence and emotional attachment affect consumer behaviour and the success of
small-scale textile businesses, providing actionable insights for local business
management and community development. A qualitative approach was adopted to
capture in-depth perspectives from both consumers and business owners, gaining a
deeper understanding of how social and psychological factors shape their buying
decisions. Researchers collected data through two semi-structured interviews with the
owner and employee and six focus group discussions with consumers (three with
regular customers and three with non-regular customers) of a small-scale textile in
Northern Sri Lanka. These participants were selected through purposive sampling.
Interviews with the owner and employee revealed that business practices emphasizing
personal relationships, consistent product quality and community engagement are
central to building brand trust. Focus group discussions with consumers highlighted
the importance of affordability, fashion trends, peer influence, and emotional
attachment to supporting local businesses. The study highlights the importance of
local values, trust and customer loyalty for the success of small-scale textile
businesses. Practical implications include improved management practices, customer
engagement strategies, and fostering group identity among loyal customers. Socially,
the findings promote the empowerment of local communities, strong trust-based
consumer-producer relationships, inclusion and building authenticity. This research
presents a novel application of social psychology to the textile industry.
