Determinants of perceived benefits: cultural recognition, traditions and cultural linkages

PurposeThe present study addresses the literature gap on cultural linkages, traditions, cultural recognition and the perceived benefits of consumers in the orange economy. The article focuses on analyzing the impact of traditions and cultural linkages on the relationship between cultural recognition and the perceived benefits of consumers.Design/methodology/approachThe empirical study is conducted on a sample of 393 consumers from the city of Arequipa, Peru utilizing structural equation modeling (SEM) with Smart PLS software.FindingsThe research results demonstrate that traditions and cultural ties are important factors that entrepreneurs must consider in the production and marketing process to enhance the benefits perceived by consumers by providing cultural identity within the products.Originality/valueThe study provides theoretical implications that fill the existing gap in understanding the relationship between cultural recognition and perceived benefits. Additionally, it offers practical implications for the development of the cultural ecosystem, involving artisans, artists, cultural managers, entrepreneurs, businessmen, government authorities, non-governmental organizations and international organizations.