The objective of this study is to examine how consumption values affect customers' intentions to buy products made by people with disabilities. These study's findings can help organizations design more effective marketing strategies that showcase the value of products made by people with disabilities by identifying purchasing decision variables. By illuminating how consumption values shape intentions toward products made by people with disabilities, these results support progress towards the Sustainable Development Goals (SDGs) and more inclusive economic participation.
Two studies assessed consumer purchase intentions for products made by people with disabilities. Partial least squares structural equation modelling was used to analyze a quantitative online survey of 358 respondents in Study 1. Epistemic value predicted purchase intention the most, followed by emotional, functional, and social values. A qualitative study supplemented and clarified quantitative findings in Study 2, boosting consumer value knowledge.
This study demonstrates that epistemic, emotional, and functional values significantly influence customer purchase intentions. Conditional and social values did not show significant influence. Social consciousness was not found to moderate the value-intention relationships; instead, it directly predicts purchase intention, reflecting consumers' ethical and inclusive perspectives. This study shows the complexity and perception of customer adoption of innovative-inclusive products developed by people with disabilities, changing stereotypes. A more inclusive and equitable society where everyone can participate in the economy and contribute to their community can result from the findings.
This study contributes to the limited body of research focused on people with disabilities, specifically on customer perceptions of them. It enhances the understanding of consumption values and the connection between consumers and products made by people with disabilities. This discussion addresses the barriers encountered through the framework of consumption value theory in marketing, providing practical implications for marketers. It contributes to the effective application of its theory in shaping purchase intentions for products created by people with disabilities.
