This article explores artisanal entrepreneurship as a cornerstone of cultural preservation and economic development, emphasizing its role in safeguarding traditional craftsmanship amid contemporary challenges. Despite its cultural and economic significance, artisanal entrepreneurship remains underexplored and traditional practices face growing threats from modern industrial methods. The research underscores the need for strategies to ensure the sustainability of artisanal heritage. The purpose of this study is to explore how artisans’ attitudes, subjective norms and perceived behavioral control influence their efforts to preserve traditional crafts, based on the theory of planned behavior (TPB) (Ajzen, 1991).
The study examines the impact of key strategies [training, awareness initiatives (artisans’ awareness of preserving traditional crafts), partnerships between artisans and designers and institutional support] on preserving craft traditions. Using partial least squares structural equation modeling, data from 406 Tunisian artisanal entrepreneurs were analyzed to assess the effectiveness of these strategies in promoting traditional craftsmanship. These strategies correspond to components of the TPB: awareness affects attitudes, partnerships relate to subjective norms and training and institutional support enhance perceived behavioral control.
The findings highlight the crucial role of awareness initiatives in increasing appreciation for artisanal heritage. Institutional support provides a foundation for sustaining traditional sectors. Training enhances artisans’ skills, while partnerships broaden access to markets and resources. Together, these strategies are vital for preserving cultural heritage and ensuring artisans’ resilience in competitive environments.
This study enriches the literature by examining the intersection of entrepreneurship and of craft traditions, while integrating the TPB to advance understanding of artisans’ motivations.
