The role of cultural narratives in marketing handicraft products: Consumer behavior responses in Vietnam

Do Thuy Nhien LE *

Le Quy Don High School for the Gifted, Nguyen Tat Thanh Road, Phuoc Đong, Nha Trang, Khanh Hoa, Vietnam.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(01), 2563–2575.
Article DOI: 10.30574/ijsra.2024.13.1.1956
Publication history: 
Received on 05 September 2024; revised on 13 October 2024; accepted on 15 October 2024
 
Abstract: 
This study explores the role of cultural narratives in influencing consumer behavior towards Vietnamese handicraft products, focusing on the mediating effect of narrative transportation. Using a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM), data was collected from 358 respondents familiar with Vietnamese handicrafts. The findings indicate that cultural narratives significantly enhance narrative transportation, positively affecting consumers’ attitudes toward the products. These attitudes, in turn, increase purchase intentions. However, cultural attachment did not directly affect narrative transportation, suggesting a need for further research into other influencing factors. The study provides valuable insights for marketers, highlighting the effectiveness of cultural storytelling in enhancing consumer engagement and driving purchase intentions. These findings contribute to the literature on cultural marketing and offer practical strategies for promoting culturally significant products in competitive markets.
 
Keywords: 
Cultural Narratives; Narrative Transportation; Cultural Attachment; Vietnamese Handicrafts; PLS-SEM
 
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