In the context of rapid technological development in modern society, the inheritance and development of Intangible Cultural Heritage (ICH) face both new opportunities and challenges. The unique cultural connotations, aesthetic standards, and philosophical wisdom embodied in ICH have attracted a large number of enthusiasts. However, the overlap between enthusiasts and consumers of ICH products remains limited, leading to difficulties in sustaining long-term operations for many practitioners. Transforming enthusiasts into consumers is a critical issue worth exploring. ICH practitioners need to delve deeply into cultural narratives, break down barriers in communication channels, and adapt to modern consumption habits to enhance economic returns. To better protect and develop ICH, this study constructs a consumer purchase intention model centered on cultural perception, marketing investment, and integration of fashionable elements, based on psychological factors in consumer behavior. The hypotheses propose significant positive correlations between consumers’ perceptions of ICH cultural content, marketing efforts, fashion integration, and their purchase intentions. Findings confirm these positive correlations and reveal that younger consumers are more sensitive to fashionable elements in ICH products, with their purchase intentions influenced by both cultural depth and modern design. This study aims to provide some references for the optimization of cultural marketing strategies in the protection and development of intangible cultural heritage,and strives to contribute a modest effort in exploring the balance between cultural inheritance and commercial sustainability.

Yang Yang, Chang Ziyu, Zhang Haibin. The Impact of Intangible Cultural Heritage Marketing Strategies on Consumer Purchase Intention: An Empirical Study Based on Consumer Behavior. Academic Journal of Humanities & Social Sciences (2025), Vol. 8, Issue 4: 1-9. https://doi.org/10.25236/AJHSS.2025.080401.

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