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VOL. 10, ISSUE 4 (2025)
The role of consumer behaviour in motivating traditional artisans to enter the online market
Authors
Dedhia Bijal M, Dedhia Ela M
Abstract
Understanding how consumers behave is
essential for promoting digital inclusion among traditional artisan communities
across India. As online platforms become increasingly influential in shaping
the market for handcrafted textiles and crafts, aspects such as building
consumer trust, improving digital literacy, and ensuring product authenticity
are key factors that encourage artisans to adopt e-commerce. This study adopts
a quantitative approach to investigate how consumer preferences affect
artisans’ participation in digital marketplaces. We collected data through a
structured questionnaire from 200 respondents from urban and semi-urban areas
who had prior experience buying traditional products online. The main factors
examined included trust in digital transactions, ease of platform use,
behavioral changes prompted by COVID-19, and awareness of artisan-specific
e-commerce sites. Data analysis involved descriptive statistics and chi-square
tests to identify significant relationships between consumer habits and the
involvement of artisans. While the study has limitations due to its convenience
sampling, the results highlight how shifting consumer behaviors can open up new
digital opportunities for artisans and offer practical recommendations for
policymakers and platform developers.
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Pages:9-12
How to cite this article:
Dedhia Bijal M, Dedhia Ela M "The role of consumer behaviour in motivating traditional artisans to enter the online market". International Journal of Advanced Education and Research, Vol 10, Issue 4, 2025, Pages 9-12
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