服装企业绿色信息对可持续消费行为的影响——基于绿色信任的中介效应分析

Influence of green information on sustainable consumptionbehavior of clothing enterprises-Analysis of mediating effect based on green trust

以服装企业绿色信息为切入点研究其对可持续消费行为的影响。通过文献研究确立了服装企业绿色信息的5个维度,并建立服装企业绿色信息、绿色信任及可持续消费行为三者之间的理论模型。对线上收集到的有效问卷数据进行信效度分析及多元回归分析。实证分析结果表明:绿色材料信息、绿色生产信息、绿色包装信息以及绿色售后信息4个维度对服装绿色购买行为具有积极影响;绿色感知信任与绿色情感信任在模型中起部分中介作用;绿色购买行为通过绿色使用行为正向影响绿色处置行为。研究结果为服装企业宣传绿色信息提供参考,并为进一步推进可持续消费行为提供新的可能。

This paper studies the impact of green information on sustainable consumption behavior of clothing enterprises.Through literature research,five dimensions of green information of clothing enterprises were established,and a theoretical model among green information,green trust and sustainable consumption behavior of clothing enterprises was also established.Reliability and validity analysis and multiple regression analysis were carried out on the valid questionnaire data collected online.The results of empirical analysis show that green material information,green production information,green packaging information and green after-sales information have positive effects on green clothing purchasing behavior.Green perceptual trust and green affective trust play a partial mediating role in the model.Green purchasing behavior positively affects green disposal behavior through green use behavior.The results of this study provide reference for clothing enterprises to promote green information and provide new possibilities for further promoting sustainable consumption behavior.