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Cultural Branding and Consumer Buying Behavior Toward Papier-Mâché Products in Paete, Laguna
Subject area: Management and Commerce · Area of research: Business, Management, and Marketing
Abstract
This study examined the relationship between cultural branding and consumer buying behavior toward papier-mâché products in Paete, Laguna. It focused on brand heritage, cultural design, community engagement, and customer recognition, as well as purchase intention, brand preference, perceived value, and repurchase intention. The study used a quantitative approach supported by qualitative interviews with purposively selected consumers in Paete, Pakil, Siniloan, Lumban, and Pagsanjan. The study analyzed data using descriptive statistics, the Chi-Square Test of Independence, and Spearman Rank-Order Correlation. The findings revealed no significant relationship between respondents’ demographic profiles and either cultural branding or consumer buying behavior. However, cultural branding was positively and significantly related to consumer buying behavior, with customer recognition showing the strongest relationship, followed by community engagement, cultural design, and brand heritage. Overall, the study concluded that cultural branding plays an important role in consumer buying behavior. Strengthening customer relationships, community involvement, and cultural identity while preserving traditional craftsmanship may help sustain consumer interest and support the long-term sustainability of Paete’s papier-mâché industry.
Keywords
cultural branding; consumer buying behavior; papier-mâché products; cultural design
References
[1] Mencarelli R, Chaney D, Pulh M. Consumers’ brand heritage experience: Between acceptance and resistance. Journal of Marketing Management. 2020;36(1–2):30–50. https://doi.org/10.1080/0267257X.2019.1692057
[2] Kumari J, Yang Y, Kumar J. Tradition in transition: How cultural elements in product design influence consumer purchase intention. Asia Pacific Journal of Marketing and Logistics. 2025;37(11):3517–3534. https://doi.org/10.1108/APJML-12-2024-1879
[3] Miksza P, Shaw JT, Richerme LK, Hash PM, Hodges DA, Parker EC. Quantitative descriptive and correlational research. In: Miksza P, Shaw JT, Richerme LK, Hash PM, Hodges DA, editors. Music education research: An introduction. Oxford University Press; 2023. p. 241–262. https://doi.org/10.1093/oso/9780197639757.003.0012
How to cite this paper
@article{1724551,
author = {Austria, Jude Daniel B., Roxas, Kier Kovin M., Almazan, Prince Ernest S., Bague, Mary Rose R., Magtibay, Aleli I.},
title = {Cultural Branding and Consumer Buying Behavior Toward Papier-Mâché Products in Paete, Laguna},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {5},
pages = {96-104},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1724551.pdf},
abstract = {This study examined the relationship between cultural branding and consumer buying behavior toward papier-mâché products in Paete, Laguna. It focused on brand heritage, cultural design, community engagement, and customer recognition, as well as purchase intention, brand preference, perceived value, and repurchase intention. The study used a quantitative approach supported by qualitative interviews with purposively selected consumers in Paete, Pakil, Siniloan, Lumban, and Pagsanjan. The study analyzed data using descriptive statistics, the Chi-Square Test of Independence, and Spearman Rank-Order Correlation. The findings revealed no significant relationship between respondents’ demographic profiles and either cultural branding or consumer buying behavior. However, cultural branding was positively and significantly related to consumer buying behavior, with customer recognition showing the strongest relationship, followed by community engagement, cultural design, and brand heritage. Overall, the study concluded that cultural branding plays an important role in consumer buying behavior. Strengthening customer relationships, community involvement, and cultural identity while preserving traditional craftsmanship may help sustain consumer interest and support the long-term sustainability of Paete’s papier-mâché industry.},
keywords = {cultural branding; consumer buying behavior; papier-mâché products; cultural design},
month = {November},
}