A Multi-layered identity-consumption model: integrating identity constructs, Guochao influence, and consumer willingness to purchase domestic fashion brands in China

Guochao has transformed domestic fashion consumption in China into a symbolic, identity-driven practice. This study develops a multi-layered identity-consumption model linking national identity, cultural identity, consumer ethnocentrism, perceived quality, consumer trust, and purchase willingness, with Guochao influence as a moderator. Survey data were collected from 500 Chinese consumers aged 18 or older in Beijing, Sichuan, and Guangdong who had engaged with Guochao-related domestic fashion brands but had never purchased from them. Covariance-based structural equation modeling and fuzzy-set qualitative comparative analysis examined net associations and configurational pathways. National and cultural identities are positively associated with consumer ethnocentrism, which is subsequently associated with perceived quality, consumer trust, and purchase willingness. Guochao influence strengthens associations between identity-related and evaluative factors and purchase willingness. Configurational findings indicate multiple pathways associated with high purchase willingness, suggesting possible equifinality and asymmetry, although limited solution consistency warrants caution. The study extends identity-based consumption research by integrating identity formation, consumer evaluation, and symbolic-cultural amplification. Managers should combine culturally meaningful narratives with credible product quality and brand performance to strengthen purchase willingness among brand-aware non-purchasers.