In globalized markets, traditional Chinese furniture must strike a balance between cultural authenticity and modern consumer appeal. This study introduced the first comprehensive scale to measure Confucian–Daoist value expressions in Ming-style chair design for marketing applications. Through surveys conducted across 31 Chinese provinces (pilot sample size = 85; formal sample size = 440) and extensive literature analysis, six key cultural dimensions influencing consumer preferences were identified: respect for tradition, face, familism, respect for authority, the doctrine of the mean, and the nature/non-action. Building on these findings, this study proposes the first multidimensional framework for assessing Confucian and Daoist values in Ming-style chair design, offering an 18-item scale as a quantifiable tool to support the sustainable innovation of cultural heritage. The scale enables marketers and designers to detect regional and historical variations in cultural value preferences, thereby facilitating targeted positioning strategies that preserve authentic cultural expression while resonating with specific consumer segments.
Gao et al. (Sun,) studied this question.
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