A stratified study of Shui horsetail embroidery consumer behavior from the perspective of economic capital and cultural capital

Vollständiger Abstract

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Focusing on Shui horsetail embroidery, a form of national intangible cultural heritage, this paper employs an exploratory mixed-methods approach combining both closed and open questionnaires. It examines how different social groups perceive, value, and consume horsetail embroidery. The study begins with descriptive and cross-tabulation analyses of 180 closed questionnaires, using educational level and monthly income as indicators of cultural and economic capital, to explore their links with purchase experience, recognition, pricing, and usage motives. It then analyzes 20 open-ended responses through thematic analysis to clarify the disconnect between "cultural identity" and actual consumption. Findings show that horsetail embroidery consumption varies by social capital, gender, and age. This research deepens understanding of how intangible cultural heritage consumption relates to social stratification among ethnic minorities and offers insights for promoting and transforming cultural products.