Crafting Consumer Choices: An In-depth Analysis of Factors Affecting Handicraft Purchases

Considering increased globalization, craftspeople face enormous obstacles including changing customer tastes. Pakistan's handicraft industry is significant since it is both culturally and economically significant. In order to investigate the factors influencing Pakistani consumers' purchasing decisions about handicrafts and the impact of emotions on those decisions, this study uses Theory of Planned Behavior (TPB). Data was gathered via self-administered questionnaires from buyers of handicrafts in Lahore city of Pakistan. Purposive sampling yielded a total of 160 samples, which were then used for regression analysis. The study discovered that while subjective norms had no discernible effect on customers' purchasing decisions, attitudes towards