绿色服装消费心理与行为的调查分析

Survey analysis of consumption psychology and behaviors of green clothing consumers

采用问卷调查的方法调查中国绿色服装消费者的消费意识、消费心理、消费行为特点,通过调查发现绿色服装消费者已经成为不可忽略的新兴消费群体。绿色服装消费意识仍停留在注重“自身健康”的初级阶段,而“环保意识”较为淡漠;消费环境、消费方式以及产品的价格对消费者的绿色服装消费行为具有非常重要的作用。

Green clothing consumption awareness, consumption psychology and consumption behaviors in China were surveyed by questionnaire. The investigation indicates that Chinese green clothing consumers have become a new group that can＇t be neglected. Green consumers consciousness still remains in the primary stage of keeping oneself healthy, while environmental consciousness is comparatively low. The consumption environment,consumption mode and the product price have very important effects on consumer behaviors.