Abstract

In the digital age, there is a growing fascination with China's consumer culture, specifically in relation to locally made beauty products. This trend underscores the significant market opportunities within this industry. This research aims to explore the complex interplay between brand image, consumer ethnocentrism, and national identity and their impact on consumer decision-making in the Chinese domestic beauty industry. Employing purposive sampling, the study collected data from 533 respondents who have experience in buying Chinese domestic beauty products. An online questionnaire was distributed through WeChat and QQ. Through the use of structural equation modelling, it has been found that brand image has a significant impact on consumer ethnocentrism and national identity, leading to changes in consumption patterns. Consumer ethnocentrism and national identity were found to play a role in linking brand image to consumer behaviour. This study emphasises the importance of combining brand strategies with socio-cultural trends to improve consumer engagement and loyalty in the Chinese marketplace.