Mechanism of forming Hanfu purchase intention: Authenticity of cultural elements and cultural compatibility perspectives

We explored the psychological mechanisms through which the perceived authenticity of cultural elements and cultural compatibility of traditional Hanfu garments influence consumers’ purchase intention. Using structural equation modeling, we analyzed data gathered in a two-wave survey of 1,264 Chinese participants. We found that both the perceived authenticity of cultural elements and cultural compatibility positively influenced participants’ purchase intention. Furthermore, these relationships were mediated by individuals’ needs for social identity and self-pursuit. We also examined the moderating effect of individuals’ preference for collectivism. The findings could inform marketing managers in segmenting the Hanfu market based on consumers’ internal psychological mechanisms and cultural values, and also enhance understanding of the driving forces underlying consumer behavior in regard to purchase of cultural products.