The Power of Storytelling on Purchasing Decisions of Ethnic Handicraft Products among Modern Consumers

Abstract

Background and Objectives: This research aimed to investigate the purchasing behavior of modern consumers toward ethnic handicraft products and to examine the influence of storytelling on their purchase decision-making processes. The findings were intended to inform the development of appropriate marketing strategies that would lead to sustainable market promotion and the preservation of ethnic cultural values. The study employed a quantitative measurement approach with a sample group consisting of modern consumers (born between 1981-2012) who had previously purchased or expressed interest in purchasing ethnic handicraft products. A sample size of 400 respondents was determined using simple random sampling, and data were collected through online questionnaires with a Cronbach's Alpha coefficient (α) of 0.963.
Methods: Data analysis utilized descriptive statistics including frequency, percentage, mean, and standard deviation, as well as inferential statistics employing Multiple Linear Regression Analysis to test the influence of storytelling variables on purchase decisions.
Results: The research findings revealed that the majority of consumers were female, aged 31-35 years and 26-30 years, held bachelor's degrees, worked as government officials/state enterprise employees/private company employees, and had average monthly incomes of 15,001-25,000 baht. Most consumers prioritized uniqueness and modernity in products, preferred to purchase ethnic handicraft products for daily use,  and made purchases once a year or less frequently. The multiple linear regression analysis demonstrated that storytelling variables had statistically significant influences on purchase decisions at the 0.05 level. These variables included: storytelling through brand association (β=0.201), storytelling through symbolic meaning (β=0.157), storytelling through values (β=0.150), storytelling through brand experience (β=0.132), and storytelling through brand promise (β=0.106). The regression model successfully explained 76.0 percent of the variance in product purchase decisions. This research clearly indicates that brand storytelling achieves success when it focuses on creating shared feelings and values for consumers, particularly tangible emotional values and memorable brand experiences. These findings align with current marketing research trends that emphasize the crucial role of emotions and the connections that narratives establish between brands and consumers. The study highlights the importance of strategic storytelling in marketing ethnic handicraft products to modern consumers.
Application of this study: The findings suggest that marketers should develop storytelling strategies incorporating brand associations, symbolic meaning, brand values, brand experience, and brand promise. These strategies can help create meaningful connections with modern consumers while promoting ethnic cultural heritage. The consumer profile and preference for unique, modern, and practical products also indicate opportunities to position ethnic handicrafts as functional products for everyday use. Integrating traditional craftsmanship with contemporary designs and consumer preferences may enhance product appeal and support sustainable marketing.
Conclusions: Storytelling is an important marketing approach for communicating the cultural significance and distinctive identity of ethnic handicraft products. Brand associations showed the strongest influence among the five storytelling factors examined. Marketing strategies that create meaningful consumer connections while reflecting cultural heritage and contemporary preferences may support the long-term promotion and sustainable preservation of ethnic handicrafts.