H&M可持续发展策略对消费者购物心理的影响探析  

Influence of H&Msustainable development strategy on consumers shopping psychology

作　　者：田润雨 江学为 Runyu Tian;Xuewei Jiang(School of Fashion,Wuhan Textile University,Wuhan 430073 China)

机构地区：[1]武汉纺织大学服装学院,武汉430073

出　　处：《服饰导刊》2020年第3期70-76,共7页Fashion Guide

摘　　要：[研究意义]为响应生态文明建设号召,实现行业的可持续发展,服装品牌先后推出了可持续发展计划。这些计划大多从生产者角度出发,忽略了消费者的态度,影响了可持续策略的推行。[研究方法]为了解消费者对时尚品牌可持续策略的态度,以H&M品牌为例,采用了问卷调查和数据分析的方法分析了可持续发展的三个维度。[研究结果与结论]研究发现消费者对企业的可持续理念有较高的认可度和购买意愿,且消费者的态度不受具体内容的影响;适用于H&M的可持续策略也适用于相似的品牌;被测者对企业可持续发展做法的认可度对购买意愿和推广认可度有显著正向影响。建议服装企业树立正确的可持续发展意识,加强对可持续发展的传播与践行,提高消费者对品牌的认可度。In order to respond to the requirements of ecological civilization construction and achieve the sustainability of the industry,clothing brands have launched sustainable development plans.These plans are designated by producers,ignoring the attitudes of consumers,thus impeding the implementation of sustainable strategies.In order to understand consumers attitudes towards sustainable strategies of fashion brands,this paper analyzed three dimensions of sustainable development by means of questionnaire survey and data analysis.The result show that consumers have high recognition and willingness towards sustainable concept,and consumers attitudes are not affected by specific content;The sustainable strategy applicable to H&M is also applicable to similar brands;Consumers'recognition of sustainable development strategy has a significant positive impact on purchase intention and promotion recognition.It is suggested that fashion enterprises should establish a positive awareness towards sustainable development,strengthen the dissemination and practice of sustainable development,thus improve consumers recognition of brands.

关 键 词：可持续发展 时尚品牌 购物心理 购买意愿 

分 类 号：TS941.19[轻工技术与工程—服装设计与工程]