Tradition in transition: how cultural elements in product design influence consumer purchase intention

Purpose This study investigates how product design incorporating traditional cultural heritage affects young consumers’ purchase intentions. Design/methodology/approach This study employs the partial least squares structural equation modeling (PLS-SEM) method, utilizing a five-point Likert scale in the questionnaire survey distributed to volunteers in Pakistan. Findings The significant effects of product design dimensions (aesthetic, functional and symbolic) on consumers’ purchase intention and mediating variables showed noteworthy impacts. Research limitations/implications Theoretically, it contributes to our knowledge of how consumers behave while purchasing culturally rich things. From a practical standpoint, it offers crucial directions for developing and promoting these kinds of items, implying that utilizing the rich fabric of cultural history can greatly improve consumer interaction and purchase behavior. Originality/value This research provides important insights into how cultural heritage components incorporated in product design influence the purchasing decisions of young generations, both directly and indirectly.