北京居民的服装绿色消费情感与行为实证研究

Empirical study on Beijing residents′emotion of green consumption of clothing

为了探究北京居民服装绿色消费认知、态度、意愿与行为间的关系,从消费端助力实现“碳达峰”与“碳中和”目标,基于1005份调查问卷,构建了包括服装绿色消费认知、态度和5项绿色服装品牌消费意愿(材料、生产、包装、运输、售后)、5项服装绿色消费行为(搜集、购买、使用、护理、处置)的结构方程模型。结果表明:消费者对服装绿色消费的认知会显著影响其消费态度,进而影响其绿色服装品牌消费意愿,随后在一定程度上助力态度转化绿色消费行为;绿色包装、售后服装品牌消费意愿会对消费者的服装绿色信息搜集、使用、护理、处置产生正向显著影响,但难以影响绿色购买行为;而绿色材料、生产、运输服装品牌消费意愿则不会对消费者的5项服装绿色消费行为产生显著影响;在此基础上,强化政府对服装绿色消费知识的普及教育,推动企业绿色发展并积极承担社会责任,引导消费者践行多种服装绿色消费行为将有助于促进服装绿色消费。

In order to explore the relationship among Beijing residents′perceptions,attitudes,intention and behavior of green clothing consumption,and to help achieve the goals of carbon peak and carbon neutrality from the consumer perspective,a survey including clothing green consumption perceptions was conducted based on 1005 questionnaires,involving structured equations on knowledge,attitude,consumption intention of five green clothing brands(material,producting packaging,transportation,post-sales)and five green clothing consumption behaviors(collection,purchase,use,care,disposal).The results show that consumers′cognition of green clothing consumption significantly affects their consumption attitudes,which in turn influences their intention to consume green clothing brands,and their attitudes to transform green consumption behaviors to a certain extent.The consumption intention of green packaging and post-sales clothing brands consumption intention have a positive and significant impact on consumers′collection,use,care and disposal of clothing green information,but it is difficult to influence green purchasing behavior.The consumption intention of green materials,production and transportation clothing brands does not have a significant impact on consumers′five green clothing consumption behaviors.On this basis,strengthening the government′s popular education on green clothing consumption knowledge,promoting the green development of enterprises and actively taking social responsibilities,and guiding consumers to practice a variety of green clothing consumption behaviors will help promote green clothing consumption.