中美大学生快速时尚的绿色消费行为及品牌战略研究

发布时间：2018-03-11 10:29

本文选题：快速时尚　切入点：环保主义　出处：《东华大学》2012年硕士论文　论文类型：学位论文

【摘要】：针对快速时尚中日益凸显的周期快、质量低、浪费大等环保问题,本文探究了中美两国大学生消费者在快速时尚品牌方面的绿色消费行为模式。研究中探索了服装环保知识、环保主义和物质主义对消费行为的影响。同时针对快速时尚品牌如何应对绿色环保趋势和变化的消费者需求,做好企业的绿色战略提出建议。在理论和背景的研究的基础上,建立了快速时尚消费者绿色消费行为的假设模型；通过问卷调研、SPSS数据分析,以及AMOS结构方程研究,对假设模型进行了验证。并通过中美两组学生的比较,找出了两组消费群的差异。另一方面,通过对快速时尚企业HM、Inditex和环保型企业Patagonia绿色战略的分析比较,找出快速时尚品牌绿色战略上的欠缺,结合消费者调研所得到的模型,为其绿色战略提出建议。研究结果发现“服装环保知识”对大学生消费者的“环保主义态度”都有积极显著影响；“内在环保主义”对大学生消费者的“购买选择”和“购买频率”有积极显著的影响；“外在环保主义”对大学生消费者的“丢弃方式”有积极显著的影响；“快乐物质主义”对服装的“丢弃方式”有着非常显著的消极影响；“成功物质主义”对“购买选择”有着非常显著的负面影响；“中心物质主义”对“购买频率”有着负面显著的影响。同时,经过均数比较发现,中国大学生消费者在“购买选择”、“购买频率”、“内在环保主义”、“宏观环保主义”和“快乐物质主义”方面的平均得分要显著高于美国消费者；而美国大学生消费者在“丢弃方式”、“外在环保主义”和“中心物质主义”方面的得分要显著高于中国大学生消费者。对于被研究的快速时尚企业品牌的绿色战略上的不足,发现快速时尚品牌绿色战略中存在的起步晚、组织结构庞大、环保决心不足等问题。并提出了：提高产品和设计环节,迎合内在环保主义；加强供应链和机构合作,迎合外在环保主义；注重公共关系,推广宏观环保主义等三方面的建议,并针对中美市场的不同,有所侧重。
[Abstract]:In view of the environmental problems such as fast cycle, low quality, waste and so on, this paper probes into the green consumption behavior patterns of college students in China and the United States in the aspect of fast fashion brand. In the research, we explore the knowledge of clothing environmental protection. The influence of environmentalism and materialism on consumer behavior. At the same time, suggestions are put forward on how fast fashion brands cope with the green trend and changing consumer demand and do a good job of green strategy of enterprises. Based on the research of theory and background, the hypothesis model of green consumption behavior of fast fashion consumers is established, and the data analysis of SPSS and the study of AMOS structure equation are carried out through questionnaire investigation. The hypothetical model is verified. Through the comparison between Chinese and American students, the differences between the two groups of consumers are found. On the other hand, by analyzing and comparing the green strategy of Patagonia, a fast fashion company, and environmental protection enterprise, To find out the lack of green strategy of fast fashion brand, combined with the model obtained by consumer research, and put forward some suggestions for its green strategy. The results show that "clothing environmental protection knowledge" has a positive and significant impact on college students'"environmental protection attitude" and that "intrinsic environmental protection" has a positive effect on college students'"purchase choice" and "purchase frequency". Significant impact; "external environmentalism" has a positive and significant impact on the "discard way" of college students; "Happy materialism" has a very significant negative impact on the "discard way" of clothing; "success material" has a very significant negative impact on the "discard way" of college students. Doctrine has a very significant negative impact on purchase choice, while central materialism has a negative and significant influence on purchase frequency. At the same time, it is found that the average scores of Chinese college students' consumers in the aspects of "purchase choice", "purchase frequency", "intrinsic environmentalism", "macro environmentalism" and "happy materialism" are significantly higher than those of American consumers. The scores of American college students' consumers in terms of "discard way", "external environmentalism" and "central materialism" were significantly higher than those in Chinese college students' consumers. For the lack of green strategy of the fast fashion enterprise brand studied, it is found that the green strategy of the fast fashion brand starts late, the organization structure is huge, the determination of environmental protection is insufficient and so on. It caters to internal environmentalism; strengthens supply chain and institutional cooperation to cater to external environmentalism; pays attention to public relations, promotes macro environmentalism, and focuses on different markets between China and the United States.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G645.5;F273.2;F224

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