HANDMADE CONSUMPTION: THE RELATIONSHIP BETWEEN THE CRAFTSMANSHIP PRODUCTION, AUTHENTICITY AND NEED FOR UNIQUENESS
(R2024-122694)

AUTHORS

Paulo Prado, Universidade Federal do Paraná; Juliana Greco, UFPR

ABSTRACT

Contrary to mass production and industrialization, handmade has never been so valued. Whether through conscious consumption, reframing consumption habits, search for differentiation, close relationships with brands, or valuing human work, the craftsmanship production process is being sought by consumers and used to attract brands. This research aims to analyze the influence of the handmade (vs. machine-made) production method on purchase intention through authenticity and the impact of the need for uniqueness (NFU) in this relationship. Through 4 experiments, we tested the proposed hypotheses. As a result, we found authenticity as a possible explanation of the relationship, in addition to mediation moderated by the NFU, demonstrating that the traits of need for exclusivity impact the perception of authenticity of handmade products and consequently on purchase intentions.