Research on the Consumption Psychology and Behavior of Generation Z Towards “Guochao” Products Based on the Howard-Sheth Model

Amid the rise of Guochao consumption and Generation Z becoming the primary consumer force, exploring this group’s consumption logic of Guochao products is of great value. Drawing on the Howard-Sheth Consumer Behavior Model, this study establishes a framework, collects 782 valid samples via questionnaires, and uses SPSS for reliability/validity tests, correlation analysis, regression analysis, and mediating effect tests. Key findings: Generation Z’s Guochao consumption psychology shows no significant differences across gender, age and other individual characteristics, indicating unified market recognition of Guochao; patriotic culture is the core driving factor, with products, social factors and product symbols exerting significant positive effects; consumption psychology plays a partial mediating role between external stimuli and consumption behavior. Based on these, recommendations are put forward: enterprises should deepen cultural connotations and develop product series, while the government should strengthen cultural guidance and foster an aesthetic atmosphere, to promote the sustainable and healthy development of Guochao.