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Guillin specialty products were popular among local consumers, and consumption had often been associated with impacts on need and value by the consumers. This study examined the current specialty product consumption status among Guilin residents and explored factors influencing specialty product consumption by applying the theory of consumption. As expected, different specialty product consumption was a rare event rather than part of an everyday purchase, closely associated with meeting friends and celebrating cultural enjoyment. Seven factors of motivation, perception, knowledge, learning, experience, attitude, and personality affected consumers' purchase decisions in this study. The purpose of this study was to explore the demographic factors of Guilin specialty products on consumer purchase decisions based on income and age groups; analyze the influencing factors of consumer psychology theory on Guilin specialty product promotion on the consumer purchase decision, and put forward relevant suggestions for improving consumer purchase decisions and intentions based on the respective theory of consumption psychology of Guilin specialty products in the marketplace. Five hundred eight-five completed questionnaires of Guilin consumers were collected through the online WeChat platform by random sampling in July 2022. The results showed that all influencing factors impacted Guilin consumers' purchase intention through the customer purchase decision. Further suggestions were made to enhance the higher acceptance of Guilin specialty products to local consumers.