The Influence of Cultural Identity on Consumer Purchasing Behavior

In the new era, trade disputes and technological blockades from the United States and Europe have had a significant impact on China's foreign trade.It is therefore urgent to actively seek other ways to promote Chinese brands to the world and positively promote the development of China's foreign trade.This paper starts with the marketing strategies of Japanese and Korean companies entering the Chinese market in the early 21st century, and explores the impact of cultural identity and consumer nationalism on consumer purchasing behavior, as well as the ultimate purchasing behavior of consumers under dual effects.Based on existing theories, this study derived a theoretical analysis framework and collected data using a questionnaire survey.The data were analyzed using SPSS.The study found that cultural identity is positively correlated with consumer nationalism, brand identity, and purchasing behavior, while brand identity is positively correlated with purchasing behavior.However, there is no correlation between consumer nationalism and brand identity.Based on the results of this study, suggestions for strategies to promote Chinese brands to the international market and cope with international trade pressure are proposed from the perspectives of brand building and cultural identity.