Exploring the influence of environmental, utilitarian, and hedonic factors on consumers' intention to purchase and recommend handicraft products.

Dalal, Arunava; Bhattacharya, Subhajit; Chattopadhyay, Subrata

The growing environmental concern influences how people shop, with an increasing proportion of buyers actively making purchases based on environmental considerations. This study examines how environmental consciousness influences craft customers' intentions to purchase and recommend products. The study also investigates the influence of purchasing intention as a mediator of attitudes towards handicrafts and recommendations. Factors impacting customer behaviour toward handicrafts were investigated using an extensive literature study. An online survey collected responses from 267 craft customers, which were then analyzed using the partial least squares structural equation modelling (PLS-SEM) method. The study revealed cultural affinity, product attributes, and social influence as significant sponsors for attitudes toward handicrafts, with price having little impact. Because craft consumption is a relatively unexplored area of research in developing countries, the current study will assist emerging economy handicraft businesses in focusing on the identified elements to garner positive consumer attitudes toward craft products, resulting in increased sector expansion. The increase in popularity and sale of handicrafts will help preserve local culture and tradition while providing sustainable economic opportunities for artisans and handicraft organizations.

CONSUMER behavior; CONSUMER attitudes; STRUCTURAL equation modeling; ECONOMIC opportunities; EMERGING markets; PRODUCT attributes

Journal of Global Scholars of Marketing Science, 2025, Vol 35, Issue 1, p1

2163-9159

Academic Journal

10.1080/21639159.2024.2443892