Culture-oriented design model in handicraft packaging and its role on the formation of consumer attitudes

Document Type : Research Paper

Authors

1 Assistant Professor, Faculty of Management, Sheikh Bahaee University, Isfahan, Iran

2 Tourism Management, Management, Sheikh Bahai University, Isfahan, Iran

Abstract

Background and Aim: Iranian handicrafts, representing national and cultural heritage, reflect the traditions and beliefs of Iranian society. This study explores how culture-centric design impacts consumer attitudes toward handicraft packaging.

Methodology:This research is applied in terms of purpose and descriptive in terms of nature and method. Sociostatistics of all Iranians are interested in handicrafts. The sample size is 416 people. The data was created by the researcher's questionnaire and the available sampling method was used. Cronbach's alpha, composite reliability, divergent validity and convergent validity were used to measure the validity of the questionnaire. Data analysis was performed using structural equation modeling with Smart PLS4 and SPSS 26.

Findings: Six out of seven hypotheses were supported, showing significant effects of user area and product area on consumer attitude, and cognitive and emotional factors on purchase behavior. The designer area did not significantly impact consumer attitude.

Conclusion and Recommendations: Conclusions and recommendations: Practical strategies include using materials and materials that are compatible with handicrafts, diversifying designs according to user preferences, and using images that evoke the culture of that region.

Innovation and Originality: The study presents a model incorporating cultural and identity factors into packaging design, offering designers insights to improve creativity and cultural relevance in packaging.

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Journal of Tourism Planning and Development
Volume 13, Issue 50
September 2024

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