Exploratory Study on the Consumption Motives of Generation Z Non-Heritage Products Based on MEC Model

: Chinese intangible cultural heritage is a treasure of Chinese culture and an important part of human civilization, and public participation is an important part of our efforts to carefully guard intangible cultural heritage and pass on the historical lineage. This generation has a relatively easy and comfortable life due to inter-generational relationships and has strong consumption power. Therefore, it is crucial to study the values and paths by which ICH products influence young people. This paper intends to conduct step-by-step interviews with Generation Z youth through Photo-elicitation Interviews to explore the values and paths by which the ICH attributes of products influence the consumption motives of Generation Z youth. Finally, the researcher concluded that the motives of Gen Z youths for consuming NRM products include seeking cultural identity, self-actualization, healing, and unique experiences. From the study, we also found that the process of consuming NRM products among Gen Z youth reflects their sense of responsibility and self-efficacy, the importance of NRM purity to Gen Z youth, and the added value of the "NRM" label.