Strategic Price Perception Dialectics and Consumer Value Attribution in Artisanal Cultural Heritage Markets: A Multi-Paradigmatic Analysis of Palm-Leaf Conical Hat Industry in Vietnam's Transitional Economy

This research interrogates the complex interrelationships between strategic price perception dialectics and consumer value attribution mechanisms within Vietnam's artisanal cultural heritage markets, specifically examining the palm-leaf conical hat industry as a paradigmatic case study. Through a multi-theoretical lens integrating consumer behavior theories, cultural capital frameworks, and transitional economy dynamics, this study explores how traditional artisanal products navigate the tension between cultural authenticity and market commodification. Employing a sophisticated methodological apparatus combining partial least squares structural equation modeling (PLS-SEM) with fuzzy-set Qualitative Comparative Analysis (fsQCA), data were systematically collected from 387 consumers across three distinct market segments. The epistemic trajectory reveals that perceived cultural authenticity and artisanal craftsmanship significantly mediate the relationship between price perception and purchase intention, while market knowledge asymmetry moderates this relationship in contextually contingent configurations. The hermeneutic analysis uncovers complex causal pathways wherein price perception operates not merely as an economic indicator but as a semiotic vehicle for cultural value transmission. This research contributes to theoretical advancement by proposing an integrated framework for understanding consumer behavior in heritage markets within transitional economies, offering practical implications for the sustainable development of traditional crafts amidst globalization pressures. The findings present significant implications for cultural policy formulation, artisanal enterprise sustainability, and heritage preservation strategies in emerging market contexts.