In the past two decades, the use of ethnic elements in fashion in practical has been emphasized, and ethnic elements have become a popular theme in the development of contemporary fashion product in China. To combine the ethnic elements with modern fashion products will be able to input the culture value in modern fashion, and will also bring the innovation into the fashion products. Hence, the aim of this study is to take womenswear as the cut-in point, and to explore the consumption experience and purchase behaviour of Chinese female consumers in fashion products with ethnic elements. The findings show that there is a large audience among female consumers for ethnic elements fashion products in China. However, some of the consumption behaviour of Chinese female for such products is different from that for the ordinary fashion products. The results also revealed the importance of ‘design’ in fashion product with ethnic elements. In addition, consumers reported the design features they found most unacceptable in fashion products with ethnic elements according to their purchasing experience. The finding of this study will give fashion designers and fashion enterprises a better understanding of the target consumer groups, thereby to help designers and fashion industries with fashion products innovation and development.

Diya Tang, Pouline Chai Lin Koh, Sook Khuan Wong. A Study of Female Consumer Behaviour and Consumption Experience on Fashion Products with Ethnic Elements in China. Academic Journal of Business & Management (2023) Vol. 5, Issue 25: 21-27. https://doi.org/10.25236/AJBM.2023.052503.

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