Culture-Oriented Design Model in Craft Packaging and its Role on Consumer Attitude Formation

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

Context and purpose: 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.
Design/methodology/approach: This research is applied in terms of purpose and descriptive in terms of nature and method. The statistical population were all Iranians interested in handicrafts, and the sample size was 416 people. The data was collected 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 questionnaire’s validity. Data was analyzed 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, as well as cognitive and emotional factors on purchase behavior. The designer area did not significantly impact consumer attitude.
Conclusion: Practical strategies include using materials compatible with handicrafts, diversifying designs according to user preferences, and using images that evoke the culture of that region.
Originality/value: The study presents a model incorporating cultural and identity factors into packaging design, offering designers insights to improve creativity and cultural relevance in packaging. 

Keywords

Main Subjects

References

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Journal of Tourism Planning and Development
Volume 13, Issue 50
September 2024
Pages 157-179

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