Estrategias de Marketing para la Comercialización Sostenible de las Fibras Vegetales Utilizadas en la Confección del Sombrero Pintado Panameño

Martin Luther Jones Grinard

doi:10.70577/asce.v4i4.485

Authors

Martin Luther Jones Grinard Universidad de Panamá https://orcid.org/0000-0001-8722-8742

DOI:

https://doi.org/10.70577/asce.v4i4.485

Keywords:

Painted Hat, Plant Fibers, Sustainable Marketing, Collective Brand, Traceability.

Abstract

This study aimed to design sustainable marketing strategies to strengthen the commercialization of plant fibers used in the making of the Panamanian sombrero pintado. The research recognized that the competitiveness of this heritage craft relies on the efficient management of natural inputs—such as bellota, junco, pita, chonta, and chisná—historically overlooked yet critical for quality and perceived value.

A mixed-methods approach was applied, including semi-structured interviews with artisans, gatherers, and intermediaries; participant observation in La Pintada and Penonomé; and a consumer survey to assess preferences related to sustainability, authenticity, quality, and fair pricing.

Results show that combining collective branding, traceability, and digital channels targeting cultural tourism and responsible consumption increases perceived value and consumer trust. Local profit margins improved by 12%, and returns decreased by 28%, confirming the effectiveness of credible signaling and institutional collaboration.

It is concluded that strengthening the plant-fiber market is crucial to consolidating the economic and cultural sustainability of the sombrero pintado, positioning sustainable marketing as a strategic tool for balancing identity, profitability, and environmental preservation.

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