Study on the Factors Influencing Hanfu Consumption Intention Based on the Theory of Planned Behavior: Consensus and Divergence

With the revival of traditional culture, the Hanfu market has expanded rapidly, yet theoretical research on Hanfu consumption remains limited. Drawing upon the Theory of Planned Behavior (TPB) and integrating consumer innovativeness and Chinese cultural identity, this study examines the factors influencing Hanfu purchase intention. A structural equation model was applied to survey data from 204 respondents. Results indicate that both consumer innovativeness and cultural identity exert significant positive effects on purchase intention. Specifically, these antecedents influence attitude, perceived behavioral control, and subjective norms toward Hanfu consumption, which in turn drive purchase intention; among these pathways, attitude emerged as the strongest predictor. Based on these findings, we propose three marketing strategies: first, to enhance the cultural-identity pathway, establish immersive cultural narratives, create ritualized consumption experiences, and adapt traditional symbols for contemporary contexts; second, to leverage the innovativeness pathway, implement technology-enabled decision-support tools, promote lightweight consumption models, and develop user co-creation platforms; third, to foster synergy between pathways through the formation of cultural innovation communities, the design of dual-dimension membership systems, and theme-based event marketing. These strategies not only align with consumer expectations but also contribute to the sustainable development of the Hanfu industry by supporting cultural preservation and market expansion.