Purpose This research aims to confirm the existence of the traditional Chinese medicine (TCM)-elderly stereotype and investigate the influence of the TCM-elderly stereotype on young adults' TCM usage intention, as well as the underlying psychological mechanism and boundary condition. Design/methodology/approach This research consists of four sequential studies featuring Chinese young adults aged 18–35 as participants. Study 1 validates the existence of the TCM-elderly stereotype, and Studies 2–4 adopt between-subjects experiments to test the main effect, mechanism, and boundary condition. Findings Results confirm the existence of the TCM-elderly stereotype among young adults. Furthermore, this stereotype significantly reduces TCM usage intention by triggering identity threat, and peer recommendation weakens this negative effect. Originality/value This research extends the application of social identity theory and offers actionable marketing and service strategies for TCM brands to expand the young consumer market.
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Wang et al. (2026) studied this question.
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