Marketing traditional textile dyeing in China: A dual-method approach of tie-dye using grounded theory and the Kano model

Abstract As cultural heritage preservation and sustainable development concepts become increasingly integrated, China’s traditional textile dyeing protection and development gain heightened attention. This study focuses on tie-dyeing, a representative intangible cultural heritage (ICH) craft, to investigate the expectations of its current and potential consumers. The ultimate goal is to translate these expectations into actionable guidance that supports the long-term viability of the tie-dyeing industry. Through a combined methodology of grounded theory and the Kano model, the study initially identified demand indicators via grounded theory, yielding 4 dimensions and 26 demand items. The Kano model analysis was then applied to 239 valid responses. By combining the Better–Worse coefficient and quadrant analysis, the study established a classification system for consumer expectations and prioritized demand importance. The research indicates that the five primary consumer expectations for tie-dyed products are as follows: ease of maintenance, esthetic expression, natural materials, product diversity, and cultural symbolism. These elements represent core consumer demands and warrant primary consideration during product development. Based on these findings, the study presents targeted strategic recommendations for tie-dyeing enterprises regarding product development, market promotion, and brand building. This research contributes to the theoretical understanding of consumer expectations within the ICH domain while offering novel perspectives for promoting the sustainable inheritance and innovative development of tie-dyeing in contemporary markets.