Research on Cultural Identity and Consumer Behaviour from the Perspective of Modern Aesthetics: An Innovative Exploration of Chaoshan Kueh as an Example

DOI

10.2991/978-94-6463-600-0_47How to use a DOI?

Keywords

Modern Aesthetic Design; Cultural Identity; Purchase Intention; Intangible Cultural Heritage

Abstract

Renowned for its variety, exquisite craftsmanship, and unique flavor, Chaoshan Kueh was added to China’s provincial-level Intangible Cultural Heritage (ICH) list in 2013. However, as modern lifestyles and consumption patterns evolve, traditional production techniques are declining, leading to growing interest in the connection between food heritage and social-cultural sustainability. In this context, modern aesthetic design provides a novel approach to the innovation and preservation of Chaoshan Kueh. Using Chaoshan Kueh as a case study, this paper examines how cultural identity influences consumers’ purchase intentions for ICH foods with modern aesthetic design, employing methods such as product design and field surveys. A total of 453 valid samples were analyzed using structural equation modeling. The results indicate that: (1) the three dimensions of ICH cultural identity—self-esteem identity, attributive identity, and cognitive identity—positively impact consumers’ purchase intentions; (2) perceived value has a mediating effect on the partial impacts of self-esteem identity, attributive identity, and cognitive identity on purchase intention; (3) consumer knowledge has a positive moderating effect on the impact of self-esteem identity, attributive identity, and cognitive identity on purchase intention. Based on the empirical results, the paper also provides targeted and practical suggestions for ICH foods.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Geshuo Cao
AU  - Qiyu Peng
AU  - Jun Guo
AU  - Yachu Chan
PY  - 2024
DA  - 2024/12/13
TI  - Research on Cultural Identity and Consumer Behaviour from the Perspective of Modern Aesthetics: An Innovative Exploration of Chaoshan Kueh as an Example
BT  - Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024)
PB  - Atlantis Press
SP  - 414
EP  - 423
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-600-0_47
DO  - 10.2991/978-94-6463-600-0_47
ID  - Cao2024
ER  -