CONSUMPTION AND CULTURAL VALUE OF THE TOQUILLA STRAW HAT IN MANABÍ, ECUADOR

Abstract

DOI: https://doi.org/10.46296/yc.v10i19.1000

Abstract

This study analyzes consumer perceptions, preferences, and purchasing behavior related to the toquilla straw hat and its derived products in the cantons of Portoviejo, Manta, and Junín, in the province of Manabí, Ecuador. The research followed a quantitative, non-experimental, cross-sectional, and descriptive design, based on surveys applied to 384 consumers. The results show a high valuation of the product, with weaving quality identified as the main purchase decision factor, followed by presentation and price. A predominant preference for the traditional model was observed, along with an openness to personalized designs and derivative products. Ethical considerations, such as environmental respect and fair trade, were also found to influence consumer behavior. It is concluded that the toquilla straw hat represents a cultural good with functional, symbolic, and ethical value, whose strengthening depends on the articulation between quality, cultural identity, and commercialization strategies oriented toward territorial development.

Keywords: perceived value; cultural goods; toquilla straw; responsible consumption; territorial development.