Journal of Textile Research ›› 2022, Vol. 43 ›› Issue (01): 201-207.doi: 10.13475/j.fzxb.20210909807

• Apparel Engineering • Previous Articles     Next Articles

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

HOU Yiming1, LU Cheng1,2()   

  1. 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 Online:2022-01-15 Published:2022-01-28
  • Contact: LU Cheng E-mail:lc@dhu.edu.cn

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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.

Key words: related environmental claims, substantive environmental claims, fear appeals, perceived green value, green washing, clothing green consumption

CLC Number: 

  • TS941.12

Tab.1

Scales and reference sources of study1 and study2"

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]
该品牌的绿色主张和行动非常清楚可行
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
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