服装企业环保主张对消费者购买意愿的影响

doi:10.13475/j.fzxb.20210909807

纺织学报 ›› 2022, Vol. 43 ›› Issue (01): 201-207.doi: 10.13475/j.fzxb.20210909807

服装企业环保主张对消费者购买意愿的影响

侯一鸣¹, 鲁成¹^,²()

1.东华大学服装与艺术设计学院, 上海 200051
2.东华大学现代服装设计与技术教育部重点实验室, 上海 200051

收稿日期:2021-09-27 修回日期:2021-10-12 出版日期:2022-01-15 发布日期:2022-01-28
通讯作者: 鲁成
作者简介:侯一鸣(1998—),女,硕士生。主要研究方向为服装产业经济及品牌营销管理。
基金资助:
中央高校基本科研业务费专项资金资助项目(2232022G-08);中央高校基本科研业务费专项资金资助项目(2232021E-03)

Impact of environmental claims of garment enterprises on consumers' purchase intention

HOU Yiming¹, LU Cheng¹^,²()

1. College of Fashion and Design, Donghua University, Shanghai 200051, China
2. Key Laboratory of Clothing Design & Technology, Ministry of Education, Donghua University, Shanghai 200051, China

Received:2021-09-27 Revised:2021-10-12 Published:2022-01-15 Online:2022-01-28
Contact: LU Cheng

摘要/Abstract

摘要：

为提升消费者对服装企业不同类型环保主张辨识度,通过实证研究测量不同恐惧诉求水平下消费者对关联型与实质型环保主张反馈差异。采用独立样本T检验、回归分析,讨论不同类型环保主张下消费者购买意愿差异及感知绿色价值的中介作用。通过实验研究发现:与无环保主张的参照组相比,被试者对持环保主张企业有更积极的购买态度;但与关联型环保主张相比,实质型被试者购买意愿无显著差异;恐惧诉求可激发被试者对实质型与关联型环保主张的购买意愿差异;低恐惧诉求条件下,关联型与实质型环保主张消费者购买意愿无显著差异;但高恐惧诉求条件下,被试者对实质型环保主张较关联型环保主张有更积极购买意愿,且感知绿色价值在其中起中介作用。

关键词: 关联型环保主张, 实质型环保主张, 恐惧诉求, 感知绿色价值, 洗绿, 服装绿色消费

Abstract:

In order to improve consumers' recognition of different type's environmental claims of garment enterprises, this research examines consumers' responses to substantive environmentally related claims by the garment enterprises under different fear appeals. Independent-samples T-test and regression analysis were used to discuss the impact of the environmental claims on consumers' purchase intention as well as the mediating effects of perceived green value. Through two experimental studies, it was found that compared with the reference group that did not put forward environmental claim, the subjects have higher purchasing attitude towards enterprises that put forward environmental claim. However, there is no significant difference in purchase intention between substantive and related environmental claim conditions. The research also revealed that fear appeal can stimulate the difference of subjects' purchase intention between substantive and related environmental claim conditions. Under low fear appeal condition, there is no significant difference in consumers' purchase intention between related and substantive environmental claim conditions. However, under high fear appeal condition, subjects have higher purchase intention for substantive environmental claim than related environmental claim, with perceived green value as mediation.

中图分类号:

TS941.12

侯一鸣, 鲁成. 服装企业环保主张对消费者购买意愿的影响[J]. 纺织学报, 2022, 43(01): 201-207.

HOU Yiming, LU Cheng. Impact of environmental claims of garment enterprises on consumers' purchase intention[J]. Journal of Textile Research, 2022, 43(01): 201-207.

图/表 1

表1

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变量	测量变量	参考文献
环保主张操纵检验	该品牌的绿色主张和行动非常具体	[35]
环保主张操纵检验	该品牌的绿色主张和行动非常清楚可行	[35]
购买意愿	我购买该品牌的可能性极大	[42]
	如果我有兴趣购买一件服装,我会更愿意购买该品牌
	如果我有兴趣购买一件服装,我会考虑购买该品牌
恐惧诉求操纵检验	观看图片后,我感到害怕	[39]
	观看图片后,我感到焦虑
	观看图片后,我感到恐惧
感知绿色价值	选择该品牌有助于改善生态环境	[41]
	选择该品牌会减少对环境的污染
	该品牌对社会发展有好处
	该品牌行动有利于提高环保意识

服装企业环保主张对消费者购买意愿的影响

Impact of environmental claims of garment enterprises on consumers' purchase intention

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