环境知识对服装绿色消费行为的影响研究

Research on the Effects of Environment Knowledge onClothing Green Consumption Behavior

倡导和践行服装绿色消费是实现服装产业绿色发展的必经途径。通过构建不同环境知识、服装绿色消费态度与行为量表,运用结构方程模型,分析环境知识与服装绿色消费行为之间的关系,得出以下结论:1)行动技能知识和行为效力知识对服装绿色消费行为有正向影响;2)各类环境知识均对服装绿色消费态度有正向影响;3)服装绿色消费态度显著影响服装绿色消费行为,且在各类环境知识与服装绿色消费行为的关系中发挥中介效应。研究结论在针对消费者的环境教育及企业开展绿色营销方面具有参考意义。

Advocating and practicing green consumption of clothing is a necessary way to realize the green development of clothing industry.By constructing different scales of environmental knowledge,clothing green consumption attitude and behavior,and using structural equation model,this paper analyzed the relationship between environmental knowledge and clothing green consumption behavior.It finds that:1)action skill knowledge and behavior effectiveness knowledge have a positive impact on clothing green consumption behavior;2)all kinds of environmental knowledge have a positive impact on clothing green consumption attitude;3)clothing green consumption attitude significantly affects clothing green consumption behavior and plays an intermediary role in the relationship between different kinds of environment knowledge and clothing green consumption behavior.This paper can provide reference for environmental education for consumers and green marketing for enterprises.