Investigating the Relationships and Effects of the Social Change Approach on the Economic Recession of Handicrafts (Case Study: Handicrafts of Shiraz)

The objective of this study was to examine the relationships and effects of the social change approach on the economic recession of handicrafts in the city of Shiraz. Considering the aim, this research is applied in nature, and based on data collection method, it is categorized as a descriptive-survey study. The statistical population included all artists and artisans in the field of handicrafts in Shiraz. The participants consisted of 384 individuals (155 men and 209 women) selected using Cochran’s formula and convenience sampling. All participants completed the following scales: cultural changes, increase in industrial production, macroeconomic changes, shortage of human resources, managerial factors, changes in marketing methods, and economic recession. Structural equation modeling (SEM) was employed to analyze the data using SmartPLS and SPSS software. The findings revealed that cultural changes, mediated by marketing factors, had a significant effect on the economic recession of handicrafts. Managerial factors, mediated by marketing factors, had a significant effect on the economic recession of handicrafts. Moreover, macroeconomic changes, through the mediation of marketing factors, had a significant impact on the economic recession of handicrafts. Changes in human resources also significantly influenced the economic recession of handicrafts through marketing factors. Additionally, cultural changes mediated by increased industrial production had a significant effect on the economic recession of handicrafts. Managerial factors mediated by increased industrial production had a significant impact on the economic recession of handicrafts. Macroeconomic changes, through the mediation of increased industrial production, had a significant effect on the economic recession of handicrafts. Finally, changes in human resources did not significantly affect the economic recession of handicrafts when mediated by increased industrial production. Consequently, cultural changes, macroeconomic changes, and managerial factors—mediated by marketing factors and increased industrial production—can influence the economic recession of handicrafts in Shiraz.