How Consumers’ Perceptions of Li Brocade-Inspired Cultural and Creative Product Design Shape Heritage-Supportive Behavioral Intentions: A Cultural Sustainability Perspective

Main Article Content

Xiaohua Yu
School of International Communication and Arts, Hainan University, Haikou, Hainan Province, P.R. China

Wei Cheng
International Design School for Advanced Studies, Hongik University, Seoul 04068, Republic of Korea

Lanyue Zhang
Computerscience and Information engineering,Hainan Vocational University of Science and Technology,Haikou,Hainan Province,P.R.China

Ziwei Yang
Design,Hainan Vocational University of Science and Technology,Haikou,Hainan Province,P.R.China

DOI: https://doi.org/10.70267/ms.v3n3.1024

Keywords

Li brocade-inspired cultural and creative products; perceived cultural authenticity; cultural identity; intangible cultural heritage conservation attitude; heritage-supportive behavioral intention.

Abstract

Li brocade now appears on clothing, bags, household objects, and other consumer goods, but wider circulation does not by itself safeguard the textile tradition. This article asks what consumers read in such products and whether those readings are associated with support for the craft. Responses from 621 adults in China were examined by confirmatory factor analysis and structural equation modeling. The model compared visual aesthetic appeal (VAA), perceived cultural authenticity (PCA), and perceived design innovativeness (PDI) in relation to perceived value (PV) and cultural identity (CI). It then connected PV and CI with intangible cultural heritage conservation attitude (ICHCA) and heritage-supportive behavioral intention (HSBI). PCA was associated with both PV and CI. VAA and PDI were associated with PV, but their direct relationships with CI were not significant. PV and CI were each related to ICHCA and HSBI; the strongest direct relationship in the model ran from ICHCA to HSBI. The results draw a useful distinction between liking a product and identifying with the culture it represents. Attractive or inventive design can add value, whereas cultural identification appears to depend more on a credible and intelligible connection to Li brocade. For designers and cultural organizations, modern adaptation should therefore be accompanied by visible provenance, explanations of motifs and techniques, and a clear account of how consumption supports safeguarding.

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Published
Sep 9, 2026
Issue
Vol. 3 No. 3 (2026)
Section
Research Articles
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How to Cite

Yu, X., Cheng, W., Zhang, L., & Yang, Z. (2026). How Consumers’ Perceptions of Li Brocade-Inspired Cultural and Creative Product Design Shape Heritage-Supportive Behavioral Intentions: A Cultural Sustainability Perspective. Media Studies, 3(3), 10-24. https://doi.org/10.70267/ms.v3n3.1024