In China’s rapidly evolving fashion market, the influence of its 56 ethnic groups is becoming increasingly apparent, with minority fashion garnering significant industry attention. This fusion of traditional minority culture with contemporary fashion trends is captivating consumers. This study delves into an uncharted research area: understanding how self-identity among Chinese minority consumers shapes their purchasing behaviour, viewed through the lens of social identity theory. A quantitative research method was employed, aiming to scrutinize the impact of ethnic fashion products on the self-identity and social identity of Chinese minority consumers. Data was gathered from approximately 200 questionnaires distributed in the Chinese market. The findings suggest that the self-identity and self-expression of minority groups, as reflected in their clothing or the presence of minority-related elements in their attire, can enhance consumers’ willingness to pay. However, the study’s exclusive reliance on quantitative data collection methods may limit the generalizability of its findings. Future research could consider employing alternative data collection methods. The sample size may constrain the implications of the findings, indicating that subsequent studies should contemplate enlarging the sample size or revising the participant recruitment criteria.