Purpose: This study aimed to investigate the relationships between attitude (ATT), public self-consciousness (PSC), social anxiety (SA), and purchasing behaviour (PB). The study also examined the moderating effects of confidence level, skin complexion, and socio-cultural capital in this relationship.

Design/Methodology/Approach: Data was collected from 478 women in North India using a purposive sampling approach. Further, SPSS and Smart PLS were used to evaluate the data and test hypotheses using structural equation modelling.

Findings: Through the mediators' PSC and SA, the attitude has a strong direct and indirect impact on purchase behaviour. While social anxiety has a negative effect on purchasing behavior, public self-consciousness enhances the beneficial effect of attitude on purchasing behaviour. Moreover, socio-cultural capital does not significantly influence the attitude and purchase behaviour relationship, while skin complexion and confidence level do.

Implications: The study expands on previous theoretical frameworks by combining mediating and moderating variables in a single model. Practically, marketers can effectively treat social anxiety and boost confidence by implementing targeted techniques such as low-pressure or virtual shopping settings, marketing campaigns, brand messaging, or even personal development programs.

Originality: This is the first study to look at PSC and SA as mediators with various moderators in a single model, bringing new insights into consumer behavior dynamics.