COMPARATIVE CONSUMER PERCEPTION OF HANDICRAFT PRODUCTS FROM MSMES IN WESTERN UTTARAKHAND AND ROHILKHAND REGION: IMPACT OF DIGITAL SUSTAINABILITY MARKETING STRATEGIES

Abstract

India’s handicraft sector represents a major component of the rural and cultural economy and contributes significantly to employment generation through Micro, Small, and Medium Enterprises (MSMEs). In regions such as Western Uttarakhand and Rohilkhand, handicraft production reflects regional heritage, local craftsmanship, and socio-economic identity. With increasing digitalization and rising environmental consciousness among consumers, MSMEs are adopting digital sustainability marketing strategies to enhance market visibility and influence consumer behavior. This literature review critically examines previous studies related to consumer perception, sustainable consumption, green marketing, digital promotion, and handicraft MSMEs. The review comparatively evaluates regional characteristics influencing consumer attitudes in Western Uttarakhand and Rohilkhand. Existing literature suggests that digital tools such as social media marketing, e-commerce platforms, eco-branding, online storytelling, and influencer engagement positively affect consumer trust and purchase intention toward sustainable handicraft products. However, very limited research has comparatively analyzed consumer perception in these two regions within the context of digital sustainability marketing. The review identifies important theoretical and empirical gaps and proposes future research directions for doctoral-level investigation.