绿色服装购买意愿及影响因素研究

发布时间：2018-06-01 02:18

本文选题：绿色服装 + 购买意愿　；参考：《北京服装学院》2013年硕士论文

【摘要】：随着环境问题的日益突出，人们逐渐认识到衣食住行等一切消费行为均会对环境产生不利影响。服装作为人类的基本需求之一，其生产及消费也会对生态环境造成负面影响。而绿色服装则以其环保、健康、舒适的特性逐渐获得人们的了解和认可。学术界关于绿色消费的研究成果日益丰厚，但是以产品属性、商店属性和个体心理结合的视角研究较少。本文首先回顾了有关环境友好行为和可持续消费的理论，从中筛选出一些影响作用较大的个体心理因素，同时还考虑了服装产品属性和商店属性，因此本文是从新视角展开绿色服装购买意愿及影响因素的实证研究。本文选取北京、杭州、西安、哈尔滨四个城市的18-50岁消费者为调查对象，通过问卷调研的形式对消费者的绿色服装购买意愿及其影响因素进行探讨，使用SPSS17.0和AMOS7.0软件进行信效度及结构方程模型分析，，还将性别、受教育水平、婚姻状况、收入和年龄作为分组变量进行多群组分析。研究结果表明：个体心理因素对绿色服装购买意愿有显著的正向影响，产品属性对绿色服装购买意愿有显著的负向影响，商店属性对绿色服装购买意愿无显著影响，多群组分析结果表明，不同特征人群在各路径的影响作用方面均存在差异。本研究结果对于服装企业和相关组织开展绿色服装营销具有一定的指导意义。有效的个体心理能激发消费者购买绿色服装的动机；对企业而言，提高绿色服装的价值，强化差异化市场方案，对企业营销至关重要。
[Abstract]:With the increasingly prominent environmental problems, people have come to realize that all consumption behaviors, such as food, clothing, food, shelter and transportation, will have a negative impact on the environment. As one of the basic human needs, clothing production and consumption will also have a negative impact on the ecological environment. And the green clothing with its environmental protection, health, comfortable characteristics gradually get people's understanding and recognition. The academic research on green consumption is becoming more and more fruitful, but there are few researches on the combination of product attributes, store attributes and individual psychology. This paper first reviews the theories of environmentally friendly behavior and sustainable consumption, and selects some individual psychological factors that have a great influence on them. At the same time, the attributes of clothing products and shops are also considered. Therefore, this paper is an empirical study of green clothing purchase intention and influencing factors from a new perspective. This article selects the 18-50 year-old consumers in four cities of Beijing, Hangzhou, Xi'an and Harbin as the survey objects, and discusses the consumers' green clothing purchase intention and its influencing factors through the form of questionnaire investigation. SPSS17.0 and AMOS7.0 software were used to analyze reliability and validity and structural equation model. Gender, education level, marital status, income and age were used as grouping variables for multi-group analysis. The results show that: individual psychological factors have a significant positive impact on green clothing purchase intention, product attributes have a significant negative impact on green clothing purchase willingness, store attributes have no significant impact on green clothing purchase intention. The results of multi-group analysis showed that there were differences in the influence of different characteristic populations on each path. The results of this study have certain guiding significance for garment enterprises and related organizations to carry out green clothing marketing. Effective individual psychology can stimulate the motivation of consumers to buy green clothing; for enterprises, to improve the value of green clothing, strengthen the differentiated market plan, is very important for enterprise marketing.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F723

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