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 wa... More >