عشرت بدر

The aim of this study is to analyze the impact of cultural changes and macroeconomic changes on the economic recession of handicrafts in Shiraz, with an emphasis on the mediating role of marketing factors and industrial production growth. This study, based on its objective, is applied research, and in terms of data collection methods, it is considered descriptive-survey research. The statistical population includes all artists and craftsmen in the field of handicrafts in Shiraz. The participants were 384 artists and craftsmen (155 men, 229 women) in Shiraz in 2024, who were selected using Cochran’s formula and convenience sampling. They completed scales measuring cultural changes, macroeconomic changes, marketing factors, industrial production growth, and economic recession. Structural equation modeling was utilized for data analysis using Smart PLS and SPSS software. The findings showed that cultural changes indirectly affect the economic recession through the mediation of marketing factors. Cultural changes also indirectly affect the economic recession through the mediation of industrial production growth. Additionally, macroeconomic changes indirectly affect the economic recession through the mediation of marketing factors. Furthermore, macroeconomic changes indirectly affect the economic recession through the mediation of industrial production growth. Cultural and macroeconomic changes, mediated by marketing factors and industrial production growth, can influence the economic recession of the handicrafts sector in Shiraz. Overall, it can be said that the greater the extent of changes and crises in the identified dimensions, the greater the economic recession in the handicrafts sector of Shiraz will be.