本文選題：綠色服裝 + 購買意愿　； 參考：《北京服裝學(xué)院》2013年碩士論文

【摘要】：隨著環(huán)境問題的日益突出，人們逐漸認識到衣食住行等一切消費行為均會對環(huán)境產(chǎn)生不利影響。服裝作為人類的基本需求之一，其生產(chǎn)及消費也會對生態(tài)環(huán)境造成負面影響。而綠色服裝則以其環(huán)保、健康、舒適的特性逐漸獲得人們的了解和認可。 學(xué)術(shù)界關(guān)于綠色消費的研究成果日益豐厚，但是以產(chǎn)品屬性、商店屬性和個體心理結(jié)合的視角研究較少。本文首先回顧了有關(guān)環(huán)境友好行為和可持續(xù)消費的理論，從中篩選出一些影響作用較大的個體心理因素，同時還考慮了服裝產(chǎn)品屬性和商店屬性，因此本文是從新視角展開綠色服裝購買意愿及影響因素的實證研究。 本文選取北京、杭州、西安、哈爾濱四個城市的18-50歲消費者為調(diào)查對象，通過問卷調(diào)研的形式對消費者的綠色服裝購買意愿及其影響因素進行探討，使用SPSS17.0和AMOS7.0軟件進行信效度及結(jié)構(gòu)方程模型分析，，還將性別、受教育水平、婚姻狀況、收入和年齡作為分組變量進行多群組分析。研究結(jié)果表明：個體心理因素對綠色服裝購買意愿有顯著的正向影響，產(chǎn)品屬性對綠色服裝購買意愿有顯著的負向影響，商店屬性對綠色服裝購買意愿無顯著影響，多群組分析結(jié)果表明，不同特征人群在各路徑的影響作用方面均存在差異。 本研究結(jié)果對于服裝企業(yè)和相關(guān)組織開展綠色服裝營銷具有一定的指導(dǎo)意義。有效的個體心理能激發(fā)消費者購買綠色服裝的動機；對企業(yè)而言，提高綠色服裝的價值，強化差異化市場方案，對企業(yè)營銷至關(guān)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.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.86;F723

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