The impact of product design with Traditional Cultural Properties (TCPs) on consumer behavior through cultural perceptions: Evidence from the young Chinese generation

Traditional Culture Properties (TCPs) have been regarded as one part of sustainable social and economic development. Culturally innovative products with elements derived from TCPs are obtaining increasing attention and is serving as a significant tool for communicating the aesthetics of product and underlying traditional culture. Recently, the crucial role of the young generation in inheriting TCPs' contemporary value has been heavily discussed. However, little in-depth research has distinguished and verified the link between cultural product and consumer behavior intermediated by the perceived cultural sustainability and resilience. This paper tries to investigate the impact of culturally innovative product design with TCPs on the young Chinese generation's perceptions of cultural development and product intentions. Empirical results indicate the significant positive effects of culturally innovative design on the young generation's perception of cultural sustainability and resilience, and how this interlinks with their purchasing behaviors. Managerial implications are also discussed in this study.