消费者对绿色服装态度的影响因素研究
发布时间：2018-09-13 16:32
【摘要】：在生活方式、消费者态度等相关文献研宄的基础上，借鉴相关研宄成果，结合绿色服装的特点，，构建了消费者对绿色服装态度影响因素的研宄模型，在前人研宄的基础上，形成了消费者态度量表和生活方式量表。实证研宄以18-45岁的消费者为对象，采用问卷调查法，获取消费者对绿色服装态度以及生活方式等的数据。对调查数据采用SPSS统计分析软件进行了多种统计分析和深入探讨，得到以下结论： (1)生活方式量表和绿色服装态度量表有良好的信度和效度，通过因子分析、聚类分析、方差分析和回归分析等验证了消费者对绿色服装态度影响因素的研宄模型和相关假设。 (2)总体上消费者对绿色服装特点的认识还不够全面。但在选购服装时，尤其在购买贴身类服装如内衣时，会很在意服装的绿色环保性，并且对于熟悉和经常购买的品牌的绿色服装，会有很高的信任度。而且，消费者从态度上会愿意以更高的价格来购买绿色服装。 (3)以生活方式因子分析为基础，可将被调查者划分为“善于自我表现的时尚者”、“随波逐流的中庸派”、“粗枝大叶的安逸派”、“信息消极的实用主义者”、“讲宄生活的健康派”五种类型，各类型消费者在对绿色服装的态度上存在显著差异。其中，“善于自我表现的时尚者”和“讲宄生活的健康派”这两类消费者对绿色服装的态度最为积极。 (4)采用回归分析，得到消费者的环保意识、对绿色服装特点的认知以及生活方式中的积极健康因子、穿着时尚因子、名品广告因子、流行休闲因子对消费者绿色服装态度有显著的正向影响。生活方式中重视价格和信息消极两个因子的影响不显著。 根据实证分析的结论，从营销组合策略的产品、价格、渠道、促销这四个方面入手，结合不同类型消费者的特点，对于绿色服装的营销给出了一些建议。
[Abstract]:On the basis of the study of life style, consumer attitude and other related documents, and referring to the relevant research results, and combining the characteristics of green clothing, this paper constructs a research model of the influencing factors of consumer attitude towards green clothing, on the basis of previous studies. Consumer attitude scale and lifestyle scale were formed. The data of consumers' attitude towards green clothing and lifestyle were obtained by questionnaire survey with 18-45 years old consumers as the object of empirical study. The data were analyzed and analyzed by SPSS software. The conclusions are as follows: (1) the life style scale and the green clothing attitude scale have good reliability and validity, and through factor analysis, we can get the following conclusions: (1) the life style scale and the green clothing attitude scale have good reliability and validity. Cluster analysis, variance analysis and regression analysis verify the research model and related hypotheses of the influencing factors of consumers' attitude towards green clothing. (2) in general, consumers' understanding of the characteristics of green clothing is not comprehensive enough. But when choosing and buying clothing, especially in the purchase of close clothing such as underwear, will be very concerned about the green and environmental protection of clothing, and for familiar and often purchased brand of green clothing, there will be a high degree of trust. Moreover, consumers will be willing to buy green clothes at higher prices. (3) based on lifestyle factor analysis, respondents can be classified as "stylist who is good at self-expression". There are five types of "mediocre school", "careless easy school", "information negative pragmatist" and "health school". There are significant differences in the attitude of consumers to green clothes. Among them, "the fashion person who is good at self-expression" and "the healthy school of talking about life" are the most active consumers. (4) using regression analysis, we can get the consumers' awareness of environmental protection. The cognition of the characteristics of green clothing and the positive health factors in life style, dress fashion factor, famous product advertising factor, popular leisure factor have significant positive influence on consumer's green clothing attitude. The influence of two factors, price and negative information, is not significant in life style. According to the conclusion of the empirical analysis, this paper puts forward some suggestions for the marketing of green clothing from the four aspects of product, price, channel and promotion of marketing combination strategy, combined with the characteristics of different types of consumers.
【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】：F416.86;F713.55
本文编号：2241721
[Abstract]:On the basis of the study of life style, consumer attitude and other related documents, and referring to the relevant research results, and combining the characteristics of green clothing, this paper constructs a research model of the influencing factors of consumer attitude towards green clothing, on the basis of previous studies. Consumer attitude scale and lifestyle scale were formed. The data of consumers' attitude towards green clothing and lifestyle were obtained by questionnaire survey with 18-45 years old consumers as the object of empirical study. The data were analyzed and analyzed by SPSS software. The conclusions are as follows: (1) the life style scale and the green clothing attitude scale have good reliability and validity, and through factor analysis, we can get the following conclusions: (1) the life style scale and the green clothing attitude scale have good reliability and validity. Cluster analysis, variance analysis and regression analysis verify the research model and related hypotheses of the influencing factors of consumers' attitude towards green clothing. (2) in general, consumers' understanding of the characteristics of green clothing is not comprehensive enough. But when choosing and buying clothing, especially in the purchase of close clothing such as underwear, will be very concerned about the green and environmental protection of clothing, and for familiar and often purchased brand of green clothing, there will be a high degree of trust. Moreover, consumers will be willing to buy green clothes at higher prices. (3) based on lifestyle factor analysis, respondents can be classified as "stylist who is good at self-expression". There are five types of "mediocre school", "careless easy school", "information negative pragmatist" and "health school". There are significant differences in the attitude of consumers to green clothes. Among them, "the fashion person who is good at self-expression" and "the healthy school of talking about life" are the most active consumers. (4) using regression analysis, we can get the consumers' awareness of environmental protection. The cognition of the characteristics of green clothing and the positive health factors in life style, dress fashion factor, famous product advertising factor, popular leisure factor have significant positive influence on consumer's green clothing attitude. The influence of two factors, price and negative information, is not significant in life style. According to the conclusion of the empirical analysis, this paper puts forward some suggestions for the marketing of green clothing from the four aspects of product, price, channel and promotion of marketing combination strategy, combined with the characteristics of different types of consumers.
【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】：F416.86;F713.55
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