Consumer Behavior

Heritage Worn Proudly: Exploring Chinese Gen Z’s Embrace of Han Ethnic Clothing in Tourism

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Abstract

This study investigates Chinese Generation Z’s acceptance of Han ethnic clothing (Hanfu) rentals in tourism contexts and their implications for cultural identity formation. Grounded in Self-Determination Theory and Cultural Identity Theory, the research examines how service quality at tourist attractions and social publicity and promotion influence psychological needs—autonomy, competence, and relatedness—cultural exploration and commitment, and acceptance of Hanfu rental services. Data were collected through an online survey of 368 Chinese Gen Z consumers aged 18–27 and analyzed using multiple regression techniques. Results indicate that service quality enhances perceived competence and relatedness, while social publicity significantly strengthens relatedness and cultural exploration and commitment. Relatedness, cultural exploration and commitment, and acceptance of Hanfu rental services positively contribute to cultural identity development, with acceptance serving as a key mediating mechanism. This study offers practical insights for tourism operators, policymakers, and fashion brands seeking to promote cultural heritage among younger generations.

Keywords: ethnic clothing, Chinese Gen Z, heritage, rental, tourism

How to Cite:

Yang, Z. & Chi, T., (2025) “Heritage Worn Proudly: Exploring Chinese Gen Z’s Embrace of Han Ethnic Clothing in Tourism”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21975