In recent years, Nusa Tenggara Timur (NTT) woven fabrics have attracted increasing public attention through cultural preservation initiatives and their growing presence in the fashion industry. However, this growing popularity does not always translate into consumers’ purchase intention, highlighting the need to better understand the psychological factors influencing purchasing decisions. Previous studies have primarily focused on purchase outcomes while paying limited attention to the psychological mechanisms shaping consumers’ perceptions of authenticity, particularly in Indonesian traditional textiles. Grounded in Social Identity Theory, this study examines the effects of Identification with Product and Cultural Motivation on Object-Based Authenticity and its influence on Purchase Intention toward NTT woven fabrics. A quantitative approach was employed using a survey of 130 respondents from across Indonesia who were familiar with or had experience with NTT woven fabrics. Data analyzed was using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 4.1.1.8. The findings indicate that Identification with Product does not significantly influence Object-Based Authenticity, whereas Cultural Motivation has a strong positive effect on Object-Based Authenticity. Furthermore, Object-Based Authenticity significantly enhances Purchase Intention, indicating that consumers are more willing to purchase woven fabrics when they perceive them as genuine representations of NTT’s cultural heritage. This study extends the application of Social Identity Theory in the context of Indonesian traditional cultural products and highlights the importance of authenticity in shaping consumer behavior. The findings suggest that artisans, SMEs, cultural organizations, and policymakers should emphasize traditional craftsmanship, authentic production processes, cultural storytelling, and educational campaigns to strengthen authenticity perceptions and increase consumers’ purchase intention.