Meanings and values of the craft market: An integrated perspective through service‐dominant logic

Abstract

In an era of increasing digitalization, automation and fast production, craft has experienced a significant revival. Producers and consumers, by interacting at individual, dyadic and group levels, influence the craft market with positive and negative connotations. This generates a complex and dynamic environment, where multiple meanings and values intersect. To fully understand this environment, it is essential to integrate the perspectives of both producers and consumers, considering their diverse viewpoints and levels of engagement. Using Service‐Dominant Logic (S‐D Logic) as a theoretical framework, this paper reviews studies on craft through a multi‐level lens, identifying resources applied by producers and consumers at individual and community levels. These resources interact with institutions generating a complex set of meanings and values across micro, meso and macro levels. Key contrasts arise from these interactions, suggesting areas for future research. These include (a) producers’ affective commitment and personal well‐being versus contemporary market dynamics and economic rewards; (b) authenticity, care and custodianship, opposition to the mass market versus innovation and creativity; (c) collaborative market value, care and custodianship versus creativity and innovation of community members; (d) opposition to mass market, care and custodianship and the risk of craft‐washing. These findings provide a new conceptualization of the craft market by holistically and dynamically integrating producers' and consumers' literature. Furthermore, they offer valuable insights for producers, policymakers and institutions on the importance of considering multiple perspectives when dealing with the opportunities and challenges of this market.