tural identity and sustainable engagement: A social psychological analysis of eco-cultural souvenir design in northwest China

The development of museum cultural and creative industries (MCCIs), defined as economic activities integrating cultural heritage with creative product design, has become integral to museum progress under the Chinese government's advocacy and public attention. This study integrates social identity theory[1] and value-belief-norm theory[2] to investigate how museum souvenirs in Northwest China mediate cultural identity and pro-environmental behaviors. Through comparative analysis, focusing on the Ningxia Museum, this research explores the cultural and innovative development of provincial museums in China's Shaanxi, Gansu, and Ningxia provinces. Using grounded theory and expert interviews, supplemented by visitor surveys measuring cultural identity levels (α = 0.82), the study reveals that while facing challenges like high costs and insufficient competitiveness, the key to MCCIs’ growth lies in better reflecting museums' social service functions and enhancing visitors’ emotional connections to regional heritage. The study proposes the CCPEN development strategy (Cultural Connection, Policy Support, Product Innovation, Education, and Narrative Integration), which prioritizes embedding sustainability narratives into product design to align with SDG 11 (Sustainable Cities and Communities). These findings offer actionable insights for museums globally, particularly in underdeveloped regions, to leverage cultural assets for fostering sustainability and identity.