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

Arunava Dalal, Subhajit Bhattacharya and Subrata Chattopadhyay

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 1, 1-23

Abstract: 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.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2024.2443892 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:35:y:2025:i:1:p:1-23

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2024.2443892

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().