Connecting Local Culture: The Impact of Traditional Cultural Symbols and Craftsmanship on Chinese Consumers’ Purchase Intention Toward Sustainable Fashion Products

China’s fashion industry faces various sustainable challenges. Although the ecological and economic benefits of products are gradually increasing, a gap persists between consumers’ attitudes and behavior. In this study, traditional cultural symbols and craftsmanship are incorporated into the SOR model to explore Chinese consumers’ purchase intention. 358 valid samples were collected through a questionnaire survey. The results show that traditional cultural symbols have a significantly positive effect on perceived environmental benefits, emotional attitude, and purchase intention. Perceived environmental benefits and emotional attitude partially mediate the relationship between traditional cultural symbols and purchase intention. Traditional craftsmanship does not significantly influence emotional attitude and purchase intention. Perceived environmental benefits fully mediate the relationship between traditional craftsmanship and purchase intention. Chinese consumers tend to accept explicit traditional cultural symbols. This study extends the theoretical research on consumers’ behavior on sustainable fashion. Research on the traditional cultural elements enriches the theoretical basis for sustainable fashion development. The research findings also offered direct guidance for enterprises to improve marketing strategies and product design in the Chinese market.