Purchase intention of ethnic textiles: The mediating role of the attitude of Mexican middle-class consumers

• Miguel Ángel García Valdez ^[1] ; Arcelia Toledo López ^[1]
  1. [1] Instituto Politécnico Nacional

     Instituto Politécnico Nacional

     México

     
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 64, Nº. 3, 2019
• Idioma: inglés
• Títulos paralelos:
  • Intención de compra de textiles étnicos: el papel de medición de la actitud de los consumidores mexicanos de clase media
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El objetivo de esta investigación fue analizar cómo la actitud de comportamiento media la relación entre la identidad étnica y la intención de compra de textiles étnicos. Se encuestaron a 405 estudiantes de posgrado en cinco universidades, que tienen las características similares de la clase media de la pirámide de ingreso en México, seleccionados por los siguientes criterios, (1) pertenecen a la clase media en México por recibir ingresos entre 479 y 638 dólares mensuales, (2) son un mercado potencial de compra por tener menos de 30 años de edad en promedio, y (3) conocen de la dinámica de producción de textiles étnicos hechos a mano, ya que radican en un Estado donde existen comunidades artesanales originarias. Mediante el modelo de mediación de Baron y Kenny (1986), se encontró que la actitud de comportamiento media la relación entre la identidad étnica y la intención de compra de textiles étnicos. También se encontró que la identidad étnica influye en la intención de compra de textiles étnicos. Este artículo busca proporcionar información relevante respecto al comportamiento de compra de textiles étnicos de consumidores de clase media en México, que permita a los productores artesanales desarrollar estrategias de marketing para acceder a este segmento de mercado e incrementar sus ventas.

  • English

    This research analyzes how behavioral attitude mediated the relationship between ethnical identity and intention to purchase ethnic textiles. We selected a sample of 405 postgraduate students from five different universities who fulfilled the following criteria: (1) they belong to the Mexican middle-class with an income ranging from 479 to 638 dollars a month; (2) they are part of the potential consumer market because they are under 30 years-old on average; and (3) they are familiar with the dynamic of handmade ethnic textiles because they live in a State that has native handicraft communities. Using the mediation model from Baron and Kenny (1986), the results showed that purchase attitude mediated the relationship between ethnical identity and intention to purchase ethnic textiles. Moreover, we found that ethnic identity influenced the intention to purchase ethnic textiles. This article provides information on the purchasing behavior of ethnic textiles by middle-class consumers in Mexico to allow artisans develop marketing strategies for this market segment and increase their sales.

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