An International Refereed Management Journal of FMS, Gurukul Kangri (Deemed to be University), Haridwar
Trinh Le Tan, Ho Thi Huong Giang, Pham Thi Thanh Xuan
This study aimed to evaluate the factors that influence consumers' purchase decisions toward handicrafts made by persons with disabilities. Recognizing the challenges faced by the artisan community, the authors explored the factors affecting the formation of customers' purchase intentions. The Theory of Planned Behavior (TPB) was integrated with ethical consumption frameworks to examine the intention-decision gap in this context. This study employed a cross-sectional quantitative survey design, collecting data from 200 participants in Da Nang city, Vietnam using convenience sampling. The study contributes new perspectives by incorporating ethical and social responsibility dimensions into the examination of the relationship between moral purchase intention and purchase decision, extending previous TPB-based studies. The results indicate that subjective norms, perceived behavioral control, and purchase intention significantly influence purchase decisions. However, the study found no significant effects of perceived trust, perceived value, and perceived risk on purchase intention. For practitioners, the findings suggest developing awareness campaigns to help consumers recognize the value of products made by artisans with disabilities. Future studies should consider expanding the sample size, employing probability sampling, and examining different product categories for a more comprehensive understanding.