Gender Differences in Purchasing Behavior of Artisanal Garments: Evidence from the Theory of Planned Behavior in the Valley of Toluca

In Mexico, artisanal garments represent a manifestation of cultural heritage that has preserved centuries-old ancestral production practices. Although local consumption may strengthen collective identity and the community economy, recent studies report apathy among residents in the regions where these garments originate. This study identifies the variables influencing residents’ purchasing behavior, drawing on the Theory of Planned Behavior. The research adopted a quantitative, applied, correlational approach with a non-experimental, cross-sectional design. A convenience sample of 137 residents (87 women and 50 men) completed a survey measuring the constructs of the Theory of Planned Behavior. Attitudes emerged as the primary predictor of purchasing behavior in both groups, indicating that residents value locally produced artisanal garments for their quality, cultural symbolism, and linkage to local identity. Among women, perceived behavioral control also exerted a significant influence, as purchasing decisions require availability in designs and colors, sizes, and styles to enable the buying action. Among men, purchasing intention constituted another predictor of buying behavior, suggesting that a clear motive—such as purchasing a gift—drives their decision to acquire artisanal garments. The analysis revealed no significant differences between men and women in the mean values of the variables examined. Residents demonstrate potential to act as promoters of artisanal garments, particularly if positive attitudes receive reinforcement and barriers related to availability and personal taste receive attention. Such efforts may consolidate a collective identity that supports growth in cultural tourism and, consequently, regional development.