International Journal of Green Management and Business Studies
Vol.5 No.1 June 2025
DOI https://www.doi.org/10.56830/IJGMBS06202502
Authors
Abstract
Passion is a cornerstone of craftsmanship, driving dedication, excellence, and the
refinement of skills. It inspires craftspeople to strive for mastery and ensures the preservation
and transmission of craftsmanship through mentorship, fostering a cultural and historical
understanding of the craft and fostering a sustainable craft culture. Despite its importance,
traditional craftsmanship in Austria faces significant challenges, including an aging workforce
and declining interest among younger generations. These issues are compounded by the
pressures of technological advancement and market changes, which have confined crafts to
niche markets.
Academic studies on passion in craftsmanship, particularly in Austria, remain scarce.
This study explored the multifaceted dimensions of passion within skilled trades. It aimed to
examine perceptions of passion in Austrian craftsmanship, its sources and characteristics, and
how it is passed from generation to generation and manifested explicitly in goods and
services. The study used thematic content analysis and intensive interviewing to explore
characteristics and sources of passion, how passion becomes visible and tangible for others
and how is it passed on.
The study’s results found that passion is an all-encompassing connection between
tradition, relationships, and sensory satisfaction. Craftsmen see their work as a lifelong
journey because it transcends the demands of any single project or challenge, and this deeply
felt personal approach is what they want to pass on to the next generation. Passion, according
to interviews, is transferred primarily through model, story, and direct engagement in
everyday labor. Each master craftsman lives and embodies his values, such as commitment,
precision, creativity, and, most importantly, joy in craft-crafting their unspoken standard for
apprentices to observe and absorb.
Keywords: Passion, craftsmanship, Austria, generational knowledge transfer, brain-heart-hands
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