Towards The Intangible Cultural Heritage Marketing: Factors Affecting Consumption Intention Of Ramie-Fabric Products

Abstract

In the context of sustainable consumption and the preservation of intangible cultural heritage (ICH), this study provides a nuanced exploration of consumer intentions towards ramie fabric products, a symbol of traditional Chinese craftsmanship. This study aims to elucidate the complex factors that influence consumer engagement with ramie fabric, highlighting its environmental and cultural importance. Adopting a rigorous quantitative approach, this study analyzes 638 valid responses from an initial distribution of 800 questionnaires. A multi-faceted analysis approach is utilized, encompassing descriptive statistics, Exploratory Factor Analysis, and Structural Equation Modeling (SEM) coupled with path analysis. Key findings reveal that functional value, social value, emotional value, epistemic value, conditional value, social identity, and attitude significantly sway consumer intentions. Crucially, this study reveals the mediating role of attitude and social identity, illustrating how these constructs bridge the gap between the intrinsic values associated with ramie fabric and the ultimate consumption intentions. Theoretically, this study enriches the discourse on ICH and sustainable consumer behavior, offering nuanced insights into the consumer dynamics surrounding ramie fabric products. Practically, it underscores the imperative of embedding cultural and environmental considerations in marketing strategies to enhance consumer engagement. Furthermore, by advocating for a synergistic approach among consumers, cultural inheritors, and the marketplace, this study delineates actionable pathways for leveraging ramie fabric's unique allure in championing sustainability and cultural heritage conservation.