中美大学生快速时尚的绿色消费行为研究

On Fast Fashion of Green Consumption among the College Students in America and China

研究了中美两国大学生消费者在快速时尚中的绿色消费行为模式,分析了服装环保知识、环保主义和物质主义对消费行为的影响.研究发现,服装环保知识对环保主义态度者有显著的积极影响;内在环保主义对购买选择及频率、外在环保主义对服装丢弃方式都有显著的积极影响;快乐物质主义对服装的丢弃方式、成功物质主义对购买选择、中心物质主义对购买频率均有着显著的消极影响.此外,均数比较发现,中国大学生在服装购买选择、购买频率、内在环保主义、宏观环保主义和快乐物质主义方面的得分高于美国学生;后者在服装丢弃方式、外在环保主义和中心物质主义方面的得分高于前者.

The fast fashion of green consumption of the college students in America and China has been investigated in this paper.A hypothesis model of the green consumption has been established to study the effect of the appeal environmental knowledge,environmentalism and materialism on consumers＇ behavior.It has been found that the apparel environmental knowledge is of significant positive influence on consumers＇ environmentalism attitude,which also appears in Internal Environmentalism on consumers＇ decision making and purchase frequency and External Environmentalism on consumers＇ disposal pattern.On the other hand,the significant negative influence appeared in Happy Materialism on disposal pattern of apparel,Success Materialism on consumers＇ decision making,and Central Materialism on purchase frequency.By Mean Comparison,the difference between the Chinese college students and the American Counterpart has been analyzed at several levels.The former are of higher evaluating scores on the items of decision making,purchase frequency,Internal Environmentalism,Extensive Environmentalism and Happy Materialism,but lower scores on apparel disposal pattern,External Environmentalism and Central Materialism than those the latter getting.