The Impact of Cultural Identity on Consumer Intentions toward Cultural Creative Products: The Roles of Self-Identity and Product Involvement.

The consumption of cultural and creative products is a key area of research with implications for the development of the cultural industry, cultural initiatives, and the enhancement of national soft power. Drawing on theories of identity and consumption, this paper examines the relationship between cultural identity in Guangdong and the intention to consume cultural and creative products. The study finds that cultural identity significantly influences consumption intentions, with product involvement acting as a mediator. Furthermore, the consumption of cultural and creative products is linked to consumer personality and fashion trends, with self-identification playing a crucial role in shaping purchasing decisions. To boost consumption and foster the growth of the cultural industry, it is essential to focus on the characterization, targeted supply, and effective promotion of cultural and creative products. Promoting a stronger identification with Chinese culture will enhance both product consumption and the cultural soft power of the nation. [ABSTRACT FROM AUTHOR]