Successful income generation projects depend on a healthy market: Identifying predictors of purchasing behavior among likely consumers of artisan goods

Background: Great potential exists for income generation projects to reduce poverty and improve the health of disenfranchised populations around the world. Some of these projects assist indigenous populations sell products crafted using traditional artisan methods. The current study uncovers essential information for ensuring success and sustainability of such projects — factors which influence the purchasing behavior of likely consumers.

Methods: Likely consumers (N=463) in three US cities and Antigua, Guatemala completed a self-administered survey which addressed factors including demographics, importance of product characteristics when purchasing artisan products, and frequency of purchasing artisan products. Multivariate regression, controlling for demographics, was used to identify predictors of purchasing artisan products in the last six months.

Results: The strongest predictors of recent purchasing behavior were a product which followed fair trade principles regardless of certification (OR = 4.83; p = 0.002), a product bearing fair trade certification (OR = 3.80; p < 0.001), high product quality (OR = 3.48; p < 0.001) and the product serving as a reminder of recent travel (OR = 3.34; p = 0.001). Other statistically significant factors included knowing that some of the profit from the product would support health, education, or other services to improve artisans' lives.

Conclusion: Artisan-centered income generation projects should strive to meet consumer demand by guaranteeing high product quality and marketing products based on fair trade principles. Otherwise, they may be unable to foster a healthy market and create a sustainable model for improving the health and well-being of the artisans they serve.