本文選題：快速時(shí)尚　切入點(diǎn)：環(huán)保主義　出處：《東華大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：針對(duì)快速時(shí)尚中日益凸顯的周期快、質(zhì)量低、浪費(fèi)大等環(huán)保問(wèn)題,本文探究了中美兩國(guó)大學(xué)生消費(fèi)者在快速時(shí)尚品牌方面的綠色消費(fèi)行為模式。研究中探索了服裝環(huán)保知識(shí)、環(huán)保主義和物質(zhì)主義對(duì)消費(fèi)行為的影響。同時(shí)針對(duì)快速時(shí)尚品牌如何應(yīng)對(duì)綠色環(huán)保趨勢(shì)和變化的消費(fèi)者需求,做好企業(yè)的綠色戰(zhàn)略提出建議。 在理論和背景的研究的基礎(chǔ)上,建立了快速時(shí)尚消費(fèi)者綠色消費(fèi)行為的假設(shè)模型；通過(guò)問(wèn)卷調(diào)研、SPSS數(shù)據(jù)分析,以及AMOS結(jié)構(gòu)方程研究,對(duì)假設(shè)模型進(jìn)行了驗(yàn)證。并通過(guò)中美兩組學(xué)生的比較,找出了兩組消費(fèi)群的差異。另一方面,通過(guò)對(duì)快速時(shí)尚企業(yè)HM、Inditex和環(huán)保型企業(yè)Patagonia綠色戰(zhàn)略的分析比較,找出快速時(shí)尚品牌綠色戰(zhàn)略上的欠缺,結(jié)合消費(fèi)者調(diào)研所得到的模型,為其綠色戰(zhàn)略提出建議。 研究結(jié)果發(fā)現(xiàn)“服裝環(huán)保知識(shí)”對(duì)大學(xué)生消費(fèi)者的“環(huán)保主義態(tài)度”都有積極顯著影響；“內(nèi)在環(huán)保主義”對(duì)大學(xué)生消費(fèi)者的“購(gòu)買(mǎi)選擇”和“購(gòu)買(mǎi)頻率”有積極顯著的影響；“外在環(huán)保主義”對(duì)大學(xué)生消費(fèi)者的“丟棄方式”有積極顯著的影響；“快樂(lè)物質(zhì)主義”對(duì)服裝的“丟棄方式”有著非常顯著的消極影響；“成功物質(zhì)主義”對(duì)“購(gòu)買(mǎi)選擇”有著非常顯著的負(fù)面影響；“中心物質(zhì)主義”對(duì)“購(gòu)買(mǎi)頻率”有著負(fù)面顯著的影響。 同時(shí),經(jīng)過(guò)均數(shù)比較發(fā)現(xiàn),中國(guó)大學(xué)生消費(fèi)者在“購(gòu)買(mǎi)選擇”、“購(gòu)買(mǎi)頻率”、“內(nèi)在環(huán)保主義”、“宏觀環(huán)保主義”和“快樂(lè)物質(zhì)主義”方面的平均得分要顯著高于美國(guó)消費(fèi)者；而美國(guó)大學(xué)生消費(fèi)者在“丟棄方式”、“外在環(huán)保主義”和“中心物質(zhì)主義”方面的得分要顯著高于中國(guó)大學(xué)生消費(fèi)者。 對(duì)于被研究的快速時(shí)尚企業(yè)品牌的綠色戰(zhàn)略上的不足,發(fā)現(xiàn)快速時(shí)尚品牌綠色戰(zhàn)略中存在的起步晚、組織結(jié)構(gòu)龐大、環(huán)保決心不足等問(wèn)題。并提出了：提高產(chǎn)品和設(shè)計(jì)環(huán)節(jié),迎合內(nèi)在環(huán)保主義；加強(qiáng)供應(yīng)鏈和機(jī)構(gòu)合作,迎合外在環(huán)保主義；注重公共關(guān)系,推廣宏觀環(huán)保主義等三方面的建議,并針對(duì)中美市場(chǎng)的不同,有所側(cè)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.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G645.5;F273.2;F224

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本文編號(hào)：1597766