AI-Assisted Sustainable Translation of Huizhou Architectural Heritage in Traditional Food Packaging: Effects on Consumer Cultural Cognition, Identity, and Behavioral Intentions

Against the background of cultural consumption and the digital communication of cultural heritage, this study examines how regional cultural resources can be translated into recognizable, understandable, and shareable visual expressions in traditional food packaging. Using Huizhou architectural cultural genes and Huangshan sesame cake packaging as the research context, AI-assisted design was employed to generate packaging stimuli. A semiotics-based structural model was then developed to explore how visual symbol perception influences purchase and dissemination intentions through cultural cognition and cultural identity. Based on 287 valid responses and PLS-SEM analysis, the results show that perceptions of architectural form, color, and AI-assisted design significantly enhanced cultural cognition; graphic symbol perception showed only a weak or marginal effect, whereas structure and style perception did not show a significant effect. Cultural cognition strengthened cultural identity, which further promoted purchase and dissemination intentions. The findings provide consumer-level evidence that AI-assisted visual translation of regional architectural heritage in traditional food packaging may support potential cultural communication at the levels of consumer perception and behavioral intention by enhancing cultural cognition and cultural identity.