Abstract:

In order to explore the relationship among Beijing residents' perceptions, attitudes, intention and behavior of green clothing consumption, and to help achieve the goals of carbon peak and carbon neutrality from the consumer perspective, a survey including clothing green consumption perceptions was conducted based on 1 005 questionnaires, involving structured equations on knowledge, attitude, consumption intention of five green clothing brands(material, producting packaging, transportation, post-sales) and five green clothing consumption behaviors(collection, purchase, use, care, disposal). The results show that consumers' cognition of green clothing consumption significantly affects their consumption attitudes, which in turn influences their intention to consume green clothing brands, and their attitudes to transform green consumption behaviors to a certain extent. The consumption intention of green packaging and post-sales clothing brands consumption intention have a positive and significant impact on consumers' collection, use, care and disposal of clothing green information, but it is difficult to influence green purchasing behavior. The consumption intention of green materials, production and transportation clothing brands does not have a significant impact on consumers' five green clothing consumption behaviors. On this basis, strengthening the government's popular education on green clothing consumption knowledge, promoting the green development of enterprises and actively taking social responsibilities, and guiding consumers to practice a variety of green clothing consumption behaviors will help promote green clothing consumption.

Key words: clothing green consumption, consumption cognition, consumption attitude, green brand behavior intention, consumption behavior