Subjective norms, attitude and ethnic identity as factors explaining the purchase intention of handicraft products in Ensenada, Baja California.

Abstract

The handicraft sector is of great importance, not only in the economic sphere, but also in the social and cultural spheres, so knowing the consumer behavior of this type of products is essential. This work analyzes the influence of attitude, subjective norms and ethnic identity on the purchase intention of handicrafts, by national tourists who visited the city of Ensenada, Mexico. This was done through the application of 120 surveys and data analysis using structural equation modeling (PLS-SEM). The results show that both attitude and ethnic identity have a positive and statistically significant effect on purchase intention, while subjective norms were not decisive. The main finding of this research is that ethnic identity is the factor that most influences purchase intention, considered, along with attitude, as a predictor variable of purchase intention. In such a way that the results are expected to be applied to the design of marketing strategies that boost the sense of identity in national tourists and in turn this boosts the purchase intention of artisanal products in the region.