绿色服装购买意愿及影响因素研究

Study on Purchasing Intention of Green Apparel and Influencing Factors

选取北京、杭州、西安、哈尔滨四个城市的18～50岁消费者为调查对象，通过问卷调研的形式对消费者的绿色服装购买意愿及其影响因素进行探讨，使用SPSS17．0和AMOS7．0软件进行信效度及结构方程模型分析。研究结果表明：个体心理对绿色服装购买意愿具有积极推动作用，其中感知行为控制对个体心理的影响最大。产品属性对绿色服装购买意愿有显著的负向影响，商店属性对绿色服装购买意愿无显著影响。另外，还对服装企业和相关组织开展绿色服装营销提出了加大对绿色服装的宣传力度、建立与消费者的互动沟通机制、提升绿色服装的设计水平等建议。

This study discusses purchasing intention of green apparel and the influencing factors via questionnaire inquiry through investigating the consumers at the age from 18 to 50. four major cities（ Beijing, Hangzhou, Xi＇an and Harbin） of China. SPSS17.0 and AMOS7.0 software were used to analyze reliability, validity and structural equation model. The research result shows that individual psychological factor has a significant positive impact on purchasing intention of green apparel and perceived behavioral control imposes the greatest impact on individual psychology; product attributes have a significant negative effect on purchasing intention of green apparel; stop attributes have no obvious effects on purchasing intention of green apparel. Besides, several suggestions were also presented for garment enterprises and relevant organizations to carry out green fashion marketing ： 1 ） to enhance publicity for green apparel ; 2） to establish interaction and communication mechanism with consumers; 3 ） to improve design level of green apparel.