Research Article
Open Access
The Consumption Willingness of Medicinal Food in the Context of Traditional Chinese Medicine Cultural Identity: Taking Guangzhou City as an Example
1
Software Engineering Institute of Guangzhou, Guangzhou 510990, China
* Corresponding Author:
Youlan Lu,
[email protected]
Volume 1, Issue 2
2024
Received: 19 May 2024
Accepted: 14 June 2024
Published: 21 June 2024
Article Information
Published in
Journal of Social Systems and Policy Analysis
Volume/Issue
Volume 1, Issue 2, 2024
Pages
72-82
Abstract
With the innovative development of traditional Chinese medicine and the implementation of China's Great Health Strategy, the food and medicine industry has ushered in new development opportunities. However, the development of traditional Chinese medicine still faces challenges such as irrational resource allocation and the need to modernize governance. This study explores the influence of traditional Chinese medicine (TCM) cultural identity on the consumption intention of medicinal food, as well as the roles of perceived consumption value and perceived consumption risk in this process. Based on cultural identity theory, perceived risk theory, and consumption value theory, a research model was constructed. Data were collected through questionnaires distributed to residents of Guangzhou City and analyzed using reliability and validity tests, multicollinearity diagnostics, confirmatory factor analysis, and structural equation modeling. The results show that TCM cultural identity has a significant positive effect on medicinal food consumption intention, and perceived consumption value plays a partial mediating role between TCM cultural identity and medicinal food consumption intention. However, perceived consumption risk does not have a significant moderating effect on the relationship between TCM cultural identity and medicinal food consumption intention. This study provides theoretical guidance for the government, hospitals, and the TCM industry to promote the healthy development of the medicinal food sector and to guide consumers toward scientific consumption, thereby highlighting the study's economic and social significance.
Graphical Abstract
Keywords
Cultural identity of traditional Chinese medicine
Medicinal dietary consumption willingness
Perceived consumption value
Perceived consumption risk
Consumer behaviour
Data Availability Statement
Data will be made available on request.
Funding
This work was supported without any funding.
Conflicts of Interest
The authors declare no conflicts of interest.
Ethical Approval and Consent to Participate
Not applicable.
References
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APA Style
Liang, Z., Lu, Y., & He, X. (2024). The Consumption Willingness of Medicinal Food in the Context of Traditional Chinese Medicine Cultural Identity: Taking Guangzhou City as an Example. Journal of Social Systems and Policy Analysis, 1(2), 72–82. https://doi.org/10.62762/JSSPA.2024.970448
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TY - JOUR AU - Liang, Zhiyuan AU - Lu, Youlan AU - He, Xiaoying PY - 2024 DA - 2024/06/21 TI - The Consumption Willingness of Medicinal Food in the Context of Traditional Chinese Medicine Cultural Identity: Taking Guangzhou City as an Example JO - Journal of Social Systems and Policy Analysis T2 - Journal of Social Systems and Policy Analysis JF - Journal of Social Systems and Policy Analysis VL - 1 IS - 2 SP - 72 EP - 82 DO - 10.62762/JSSPA.2024.970448 UR - https://www.icck.org/article/abs/JSSPA.2024.970448 KW - Cultural identity of traditional Chinese medicine KW - Medicinal dietary consumption willingness KW - Perceived consumption value KW - Perceived consumption risk KW - Consumer behaviour AB - With the innovative development of traditional Chinese medicine and the implementation of China's Great Health Strategy, the food and medicine industry has ushered in new development opportunities. However, the development of traditional Chinese medicine still faces challenges such as irrational resource allocation and the need to modernize governance. This study explores the influence of traditional Chinese medicine (TCM) cultural identity on the consumption intention of medicinal food, as well as the roles of perceived consumption value and perceived consumption risk in this process. Based on cultural identity theory, perceived risk theory, and consumption value theory, a research model was constructed. Data were collected through questionnaires distributed to residents of Guangzhou City and analyzed using reliability and validity tests, multicollinearity diagnostics, confirmatory factor analysis, and structural equation modeling. The results show that TCM cultural identity has a significant positive effect on medicinal food consumption intention, and perceived consumption value plays a partial mediating role between TCM cultural identity and medicinal food consumption intention. However, perceived consumption risk does not have a significant moderating effect on the relationship between TCM cultural identity and medicinal food consumption intention. This study provides theoretical guidance for the government, hospitals, and the TCM industry to promote the healthy development of the medicinal food sector and to guide consumers toward scientific consumption, thereby highlighting the study's economic and social significance. SN - 3068-5540 PB - Institute of Central Computation and Knowledge LA - English ER -
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Compatible with LaTeX, BibTeX, and other reference managers
@article{Liang2024The,
author = {Zhiyuan Liang and Youlan Lu and Xiaoying He},
title = {The Consumption Willingness of Medicinal Food in the Context of Traditional Chinese Medicine Cultural Identity: Taking Guangzhou City as an Example},
journal = {Journal of Social Systems and Policy Analysis},
year = {2024},
volume = {1},
number = {2},
pages = {72-82},
doi = {10.62762/JSSPA.2024.970448},
url = {https://www.icck.org/article/abs/JSSPA.2024.970448},
abstract = {With the innovative development of traditional Chinese medicine and the implementation of China's Great Health Strategy, the food and medicine industry has ushered in new development opportunities. However, the development of traditional Chinese medicine still faces challenges such as irrational resource allocation and the need to modernize governance. This study explores the influence of traditional Chinese medicine (TCM) cultural identity on the consumption intention of medicinal food, as well as the roles of perceived consumption value and perceived consumption risk in this process. Based on cultural identity theory, perceived risk theory, and consumption value theory, a research model was constructed. Data were collected through questionnaires distributed to residents of Guangzhou City and analyzed using reliability and validity tests, multicollinearity diagnostics, confirmatory factor analysis, and structural equation modeling. The results show that TCM cultural identity has a significant positive effect on medicinal food consumption intention, and perceived consumption value plays a partial mediating role between TCM cultural identity and medicinal food consumption intention. However, perceived consumption risk does not have a significant moderating effect on the relationship between TCM cultural identity and medicinal food consumption intention. This study provides theoretical guidance for the government, hospitals, and the TCM industry to promote the healthy development of the medicinal food sector and to guide consumers toward scientific consumption, thereby highlighting the study's economic and social significance.},
keywords = {Cultural identity of traditional Chinese medicine, Medicinal dietary consumption willingness, Perceived consumption value, Perceived consumption risk, Consumer behaviour},
issn = {3068-5540},
publisher = {Institute of Central Computation and Knowledge}
}
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