水标签服装购买态度与消费行为意愿影响因素

发布时间：2018-02-27 17:39

本文关键词： 水标签水足迹结构方程模型购买态度消费行为意愿绿色消费　出处：《毛纺科技》2017年07期 　论文类型：期刊论文

【摘要】：服装产品在生产、流通等环节会消耗大量水资源,其中,水标签作为标识产品水消耗的工具已在欧美地区推广应用。为研究水标签技术在我国服装行业的推广可行性,以水标签服装产品为研究对象,提出消费者在水标签认知程度、炫耀性消费心理、经济激励政策3个影响水标签服装购买态度与消费行为意愿的关键因素。通过问卷调查采集数据,构建结构方程模型。结果表明,认知态度和经济激励政策对购买态度,认知态度、炫耀性消费心理、经济激励政策对消费行为意愿均有正相关关系。建议相关机构加强对水标签服装的宣传引导,建立相应经济激励政策;服装企业考虑并准确挖掘消费者炫耀性消费心理需求。
[Abstract]:A large amount of water resources will be consumed in the production and circulation of clothing products, among which, water labels, as a tool to mark product water consumption, have been popularized and applied in Europe and the United States, in order to study the feasibility of water labelling technology in the clothing industry of our country. Taking the water label clothing product as the research object, the author points out that the consumers' cognition degree of water label, conspicuous consumption psychology, The economic incentive policy has three key factors that influence the purchasing attitude and consumer behavior of water label clothing. The structural equation model is constructed by collecting data from questionnaire survey. The results show that cognitive attitude and economic incentive policy have a positive effect on purchasing attitude. Cognitive attitude, conspicuous consumption psychology and economic incentive policy are positively related to consumer behavior willingness. It is suggested that relevant institutions should strengthen propaganda and guidance on water label clothing and establish corresponding economic incentive policies. Clothing enterprises consider and accurately tap consumer conspicuous consumer psychological needs.
【作者单位】：东华大学服装与艺术设计学院;东华大学现代服装设计与技术教育部重点实验室;东华大学海派时尚设计及价值创造协同创新中心;
【基金】：上海高校知识服务平台资助项目(13S107024) 东华大学非线性科学研究所专项资金资助项目(INS-1401) 中央高校基本科研业务费专项资金资助项目(EG2017022)
【分类号】：F426.86;F713.55;TV213.4

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