Research On The Influence Of Traditional Zodiac Culture On Clothing Consumption Psychology

The Chinese zodiac is a symbol of traditional Chinese folk culture,with rich connotations.It is timeless in history and culture.It not only reflects the traditional customs of the Chinese nation,but also contains the enthusiasm and love of the Chinese people for auspicious and beautiful things.Clothing products containing zodiac elements appear in the market every year,which are favored by consumers.As an important part of costume design,zodiac culture’s influence on people’s clothing consumption psychology and behavior is worth exploring.In the current society,there are a variety of clothing products related to zodiac culture.Consumers who buy Zodiac culture clothing have a variety of behavioral motives,which are generated to meet certain needs,and a variety of behavioral motives are caused by different needs of consumers.Therefore,the purpose of this topic is to study the influence of traditional Chinese zodiac culture on clothing consumption psychology.Based on Maslow’s hierarchy of needs theory,questionnaire survey is adopted to analyze the influencing factors of Chinese zodiac culture on clothing consumption psychology and behavior,that is,consumers’ psychological demand tendency when carrying out the Chinese Zodiac culture clothing consumption behavior.Finally,design practice is carried out according to different psychological needs of consumers.The research and analysis results show that consumers have four demand tendencies in group integration needs,cultural identity needs,self-presentation needs and emotional transmission needs when carrying out zodiac cultural clothing consumption behaviors.The demand tendency of these four aspects is reasonable.Enterprises can develop marketing strategies suitable for them,which can help fashion designers to have an accurate understanding of the psychological needs of consumers,and also provide reference for the fashion design industry and clothing enterprises to carry out market segmentation,product design and marketing activities.This subject is divided into five parts: the first part is the introduction,the second part is the overview of zodiac culture and the clothing market research,and the third part is the analysis of the causes of Zodiac culture’s influence on clothing consumption psychology.Through the statistics and analysis of the questionnaire results,the demand tendency of consumers when they carry out zodiac culture clothing consumption behavior is summarized into four aspects.The fourth part is the Chinese zodiac culture costume design practice based on consumer demand,and verifies the rationality of the practice scheme.The fifth part is the conclusion and prospect.