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

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.