Aesthetics in handicrafts are intrinsically linked not only to the physical appearance of products but also to the consumer's emotional and cultural experience. This study aims to develop a model for measuring customer preferences and emotions by investigating the relationships between aesthetic components and consumer choices within the handicraft market. The current research was conducted with the specific objective of presenting a model of consumer preferences and emotions from an aesthetic perspective in handicrafts. The research methodology is exploratory in nature. The participants for the qualitative phase of the study, numbering 14, were selected through snowball sampling until theoretical saturation was achieved. This cohort consisted of professors and experts in art, culture, and handicrafts who possess extensive experience, specialized knowledge, and a significant role in the production, management, research, or informed consumption of handmade products. Data collection was performed using semi-structured interviews. The qualitative reliability was assessed through a test-retest method. For data analysis, the Grounded Theory approach, along with the MaxQDA 2020 software, was employed. The findings from the qualitative section ultimately identified causal conditions, including art (awareness, creativity, authenticity in advertising); intervening conditions, such as the competitive environment and market structure (narratives and stories, laws and regulations, competitors); strategies, including market culture (market advertising, participatory culture, conscious lifestyle); the context, which encompasses design capabilities (brand design, product design, product information, packaging); and consequences, including sustainable development (business, individual, national, international, environmental). Consequently, aesthetics in handicrafts transcend mere visual appeal, forging a profound connection to cultural identity, memories, and emotional values, thereby underscoring the critical need to address semantic aspects in both design and advertising.In this regard, the present study seeks to answer the question: “what is the model of consumer preferences and emotions from the perspective of aesthetics in handicrafts?” |
