基于行为意向中介效应的可持续消费认知与服装再利用行为的关系

Relationship between Chinese Consumers Sustainable Consumption Cognition and Clothing Reusing Behavior Based on Mediating Effect of Behavioral Intention

针对国内服装再利用中的困境,以城市居民为切入点,运用PROCESS程序(PROCESSModel 5)进行回归分析,研究我国城市居民可持续消费认知与服装再利用行为之间的关系以及行为意向的中介作用。结果表明:可持续消费认知对行为意向、服装再利用行为均具有显著的正向影响,行为意向对服装再利用行为也同样具有显著的正向影响;行为意向在可持续消费认知和服装再利用行为之间起部分中介作用;学历在可持续消费认知和服装再利用行为之间起有条件的调节作用。在此基础上,提出了解决服装再利用困境的具体建议。研究结果对于寻求我国服装再利用的方法和途径以及国家相关政策的制定具有一定的理论参考价值。

Aiming at the dilemma of domestic clothing reusing,taking urban residents in China as research object,the relationship between sustainable consumption perception and clothing reusing behavior was studied and the mediating role of behavioral intention was examined by means of regression analysis method of PROCESS Model 5.The results show that the sustainable consumption cognition has a significant positive impact on behavioral intention and clothing reusing behavior,and behavioral intention has a significant positive impact on clothing reusing behavior.The behavioral intention plays partial mediating effect between sustainable consumption perception and clothing reusing behavior,while education has a conditional moderating effect between sustainable consumption perception and clothing reusing behavior.On this basis,specific suggestions for solving the predicament of clothing reusing are put forward to give some theoretical references for policy-making and practical application.