Asian Journal of Management

This article develops a comprehensive theoretical model that integrates the effects of consumer perception on buying intention towards tribal handicrafts. The proposed model is based on the theory of planned behaviour. The model proposes that attitude towards the product, perceived subjective norms, perceived consumption status along with cultural motivation could be a better approach to predict and justify the buying intention and buying behaviour with specific to tribal handicraft products. The thrust behind doing this research is to incorporate cultural motivation as a new concept for understanding the buying behaviour towards tribal handicrafts. Every consumer is emotionally attached to their culture and attributes of the culture plays a significant role in developing the motives of the consumer; which is reflected in their buying behaviour. The novelty of doing this research is to develop a robust model; which could predict and justify the buying intention and buying behaviour for culturally rich, tribal handicrafts product. The idea has been proposed after the gap analysis. To the end of this academic endeavour, a conceptual model has been proposed and the validity of the proposed model may be subject to empirical study.