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EMAC 2024 Annual


Craft vs. industrial. A consumer perspective
(A2024-119517)

Published: May 28, 2024

AUTHORS

Antea Gambicorti, University of Pisa; Daniele Dalli, University of Pisa

ABSTRACT

We observe a surge in interest in academic research for craft production: several scholars contributed to identifying the characteristics of craft companies, craft products, craft markets, and platforms. Scholars looking at craft from the consumers’ perspective measure if and how consumers prefer craft versions of products. In this debate, the concept of craft production is often defined not only per se but also as an opposite of industrial production, as if consumers perceive craft products as having “not-industrial” traits, such as standardization, affordability, machine-made properties. In this paper, we develop a comprehensive framework of the meanings that consumers use to describe what they mean for craft. In this effort, we will consider the craft-industrial distinction, by using a semiotic approach. We collect data in Italy because craft production is well-rooted in several industries and publicly acknowledged. Moreover, Italian craftsmanship is well recognized at the international level.