Journal of Textile Research ›› 2021, Vol. 42 ›› Issue (11): 143-150.doi: 10.13475/j.fzxb.20210200808

• Apparel Engineering • Previous Articles     Next Articles

Research on clothing sustainable consumption behavior based on transtheoretical model

HE Lin1, CHEN Lihong2(), DING Xuemei3,4   

  1. 1. School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China
    2. Shanghai International Fashion Innovation Center, Donghua University, Shanghai 200051, China
    3. Key Laboratory of Clothing Design and Technology, Ministry of Education, Shanghai 200051, China
    4. College of Fashion and Design, Donghua University, Shanghai 200051, China
  • Received:2021-02-01 Revised:2021-07-28 Online:2021-11-15 Published:2021-11-29
  • Contact: CHEN Lihong E-mail:lhckxyy@163.com

Abstract:

In order to understand clothing sustainable consumption behavior, transtheoretical model was introduced into the field of sustainable consumption behavior. Through questionnaire survey, this paper employed variance analysis, correlation analysis and descriptive statistics to explore the relationship among the stage of change, the process of change, decision balance and self-efficacy of clothing sustainable consumption behavior, and analyzed the sustainable consumption needs of consumers in different change stages. The results indicated that clothing sustainable consumption behaviors can be divided into four stages including pre-contemplation, contemplation, preparation, and action and maintenance.The development of change stage needs to go through different change processes. Furthermore, pre-contemplation and contemplation stages mainly correspond to the change process of cognitive emotion level as well as preparation and action and maintenance stages mainly correspond to the change process of behavior level. In addition, the perceived benefits and self-efficacy of consumers for sustainable consumption of clothing should continue to improve, and the perceived barriers remain unchanged.

Key words: sustainable clothing consumption, transtheoretical model, decision balance, self-efficacy

CLC Number: 

  • TS941.12

Tab.1

Research questions and research hypotheses"

跨理论模型
组成部分
研究问题 研究假设
变化阶段 消费者服装可持续消费的认知和态度有哪些变化 消费者可持续消费行为存在不同阶段,且不同阶段中消费者对服装可持续消费的认知和行为状态不同
变化过程 消费者服装可持续消费认知与行为变化是如何发生的 不同变化阶段对应的变化过程不同,前意向与意向阶段主要对应认知情感过程,准备、行动与维持阶段主要对应行为过程
决策平衡 消费者服装可持续消费认知和行为为何发生变化 随着感知利益不断增加,感知障碍不断减少,消费者服装可持续消费行为变化阶段不断向前推进
自我效能 消费者服装可持续消费认知和行为为何发生变化 随着自我效能不断加强,变化阶段不断向前推进

Tab.2

Results of reliability and validity analysis"

因子 维度 克朗巴哈
系数
组合信度
(CR)
KMO值 平均提取
方差(AVE)
变化阶段 前意向 0.847 0.870 0.928 0.626
意向 0.872 0.884 0.658
准备 0.895 0.884 0.656
行动与维持 0.964 0.958 0.769
变化过程 提高认识 0.929 0.822 0.958 0.606
情感唤起 0.828 0.801 0.578
自我再评价 0.855 0.824 0.620
环境再评价 0.894 0.842 0.641
社会解放 0.871 0.813 0.593
解放与替代 0.952 0.880 0.552
刺激控制 0.879 0.785 0.552
强化管理 0.835 0.757 0.510
帮助关系 0.915 0.835 0.628
决策平衡 感知利益 0.902 0.925 0.779 0.754
感知障碍 0.727 0.821 0.539
自我效能 自我效能 0.950 0.957 0.913 0.689

Tab.3

Normalized factor load"

维度名称 因子载荷 维度名称 因子载荷
前意向 0.836 解放与替代 0.725
0.815 0.728
0.728 0.810
0.782 0.673
意向 0.849 0.725
0.885 0.788
0.845 刺激控制 0.845
0.643 0.732
准备 0.747 0.638
0.838 强化管理 0.671
0.819 0.754
0.833 0.814
行动与维持 0.922 帮助关系 0.764
0.934 0.821
0.932 0.791
0.606 感知利益 0.824
0.896 0.882
0.905 0.881
0.897 0.885
提高认识 0.810 感知障碍 0.831
0.763 0.575
0.761 0.683
情感唤起 0.896 0.818
0.727 自我效能 0.764
0.634 0.811
自我再评价 0.887 0.802
0.529 0.805
0.891 0.856
环境再评价 0.817 0.843
0.736 0.820
0.845 0.857
0.721 0.882
社会解放 0.780 0.859
0.806

Tab.4

Stage of change distribution of clothing sustainable consumption behavior"

变化阶段 占比/%
前意向阶段 10.5
意向阶段 31.4
准备阶段 13.0
行动与维持阶段 45.1

Tab.5

Variance analysis of change process of clothing sustainable consumption behavior"

变化过程 变化阶段 F
前意向 意向 准备 行动与维持
CR 2.74±0.94 3.75±1.18 4.21±1.01 4.61±0.93 26.712
DR 2.42±0.94 3.44±0.95 3.67±0.93 4.21±1.06 24.910
SR 2.49±0.97 3.63±0.78 3.92±1.17 4.45±0.94 34.252
ER 2.85±0.99 4.12±0.97 4.39±1.00 4.78±0.94 28.739
SL 2.88±1.12 3.77±0.80 4.21±1.07 4.52±0.91 25.407
LC 2.69±0.94 3.86±0.65 4.32±0.88 4.86±0.85 58.245
SC 2.59±1.02 3.34±0.89 3.74±1.08 4.25±1.05 24.657
CM 2.60±0.88 3.68±0.75 4.03±0.83 4.40±0.88 35.201
HR 2.40±0.92 3.22±0.91 3.67±1.01 4.24±1.10 29.484

Tab.6

Correlation analysis of change stage and change process"

变化
过程
Pearson相关性 显著性
前意向
阶段
意向
阶段
准备
阶段
行动与维持
阶段
CR -0.414** 0.579** 0.537** 0.437** 0.000
DR -0.457** 0.569** 0.522** 0.453** 0.000
SR -0.397** 0.590** 0.556** 0.488** 0.000
ER -0.397** 0.648** 0.464** 0.378** 0.000
SL -0.369** 0.561** 0.525** 0.425** 0.000
LC -0.485** 0.710** 0.631** 0.590** 0.000
SC -0.254** 0.474** 0.593** 0.529** 0.000
CM -0.346** 0.556** 0.576** 0.495** 0.000
HR -0.284** 0.482** 0.578** 0.578** 0.000

Fig.1

Relationship between change stage and decision balance and self-efficacy"

Fig.2

Transtheoretical model of sustainable consumption behavior of clothing"

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