Assessing the Adoption of Innovative Kente Designs: Application of Integrated Aesthetic-Identity Model

Purpose: Kente designers in the Ashanti region of Ghana have introduced innovative designs which use embroidery machines and appliqué techniques to create motifs on the Kente. The study, therefore, uses an integrated aesthetic-identity module to assess the adoption of these innovative Kente fabrics by the Akan people of Ghana. Methodology/Design: The Quantitative research employed regression analysis to examine the relationship between aesthetic appeal, emotional attachment, and cultural identity variables. The convenient sampling method was employed to select 408 Akan respondents for the study, using a Google Forms web-based survey. Findings: The acceptance of the innovative Kente is significantly influenced by aesthetic appeal, emotional attachment, and age. Cultural identity and gender were not significant predictors of Kente acceptance. That is, Akans, especially younger individuals, will accept Kente that is visually appealing and resonates with their emotions, including motifs, colour choice, and arrangement. Practical and Social Implications: This study presents an integrated psychological and cultural perspective on the study of indigenous textile consumption. The framework provided is a conceptual model for examining modernised indigenous textile products. Practically, it offers recommendations backed by evidence for indigenous textile producers and marketers to enhance the appeal of their products while maintaining cultural integrity. Originality: The paper explores aesthetic response theory, social identity theory, and emotional attachment to understand the factors that influence the acceptance of innovative Kente which lead to purchase intentions among consumers. This study provides a theoretical framework for understanding the purchase intentions of consumers that has not been previously applied to this context.