消费伦理对服装购买行为影响的研究

发布时间：2018-06-01 13:24

本文选题：消费 + 消费伦理　；参考：《北京服装学院》2015年硕士论文

【摘要】：随着我国经济的飞速发展，居民购买能力不断提高，特别是近些年来，“道德型消费者”作为一个特殊的细分群体，开始受到了越来越广泛的关注。这类消费者将自己的消费行为与环境保护和社会问题的解决等联系在一起，他们希望通过实际的伦理购买行为（或抵制行为）来表达他们的伦理价值观诉求，，实际上，消费已经成为与伦理或道德密切相关的一种决策过程。另外，对于服装企业来说，如何准确把握消费者的消费心理和行为特征并开展伦理营销，将是其在未来面临的一大挑战。本文以定量的方式描绘出消费者对环境问题和伦理服装的基本认知。研究内容主要包括：消费者对伦理服装的了解和识别，影响消费者进行伦理服装购买行为的因素，消费者进行伦理服装购买的意愿调查和被调查者的个人情况。其目的是希望通过对消费者伦理意识的描述，结合对其消费形态、价值观等的探求，为服装企业的伦理营销企划提供前瞻性地营销决策及参考依据。
[Abstract]:With the rapid development of economy in our country, the purchasing ability of residents has been improved, especially in recent years, "moral consumers" as a special subdivision group, began to receive more and more attention. Such consumers associate their consumption behavior with environmental protection and the solution of social problems. They want to express their ethical values through the actual ethical purchase behavior (or boycott behavior), in fact, Consumption has become a decision-making process closely related to ethics or morality. In addition, for garment enterprises, how to accurately grasp the consumer's consumer psychology and behavior characteristics and carry out ethical marketing, will be a major challenge in the future. This paper describes the consumers' basic cognition of environmental problems and ethical clothing in a quantitative way. The main contents of the study include: consumers' understanding and identification of ethical clothing, the factors that affect consumers' purchase behavior, the consumers' willingness to purchase ethical clothing and the personal situation of the respondents. The purpose of this paper is to provide prospective marketing decision and reference basis for the ethical marketing planning of garment enterprises through the description of consumers' ethical consciousness and the exploration of their consumption patterns and values.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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