可持续消费模式下快时尚品牌消费者分析  

Consumer Analysis of Fast Fashion Brandunder Sustainable Consumption Mode

作　　者：黄茹倩 黎蓉 HUANG Ru-qian;LI Rong(Faculty of Fashion,Wuhan Textile University,Wuhan 430073,China)

机构地区：[1]武汉纺织大学服装学院,湖北武汉430073

出　　处：《纺织科技进展》2021年第2期46-49,共4页Progress in Textile Science & Technology

基　　金：武汉市时尚产业调研报告(182142)。

摘　　要：针对快时尚品牌中日益凸显的周期快、质量低、浪费大等环保问题,基于可持续消费模式中公平性、生活高质性以及环境友好型3个原则,采用问卷调查法获得360份有效问卷,运用交叉分析法将快时尚消费者类型分为积极型、实利型、萌芽型,并通过主成分分析提取3个公因子,即生产与零售、产品与设计、情感与价值,为快时尚品牌准确把握消费者可持续心理提供参考,以获得有效可持续发展策略。In response to the increasingly prominent environmental issues in fast fashion brands,such as fast cycles,low quality,and large waste,based on the three principles of fairness,high quality of life,and environmental friendliness in the sustainable mode,360 valid questionnaires were obtained by questionnaire survey.By using the cross analysis method,fast fashion consumer types were divided into active type,profitable type,and budding type.And three common factors were extracted through principal component analysis,namely production and retail,product and design,emotion and value.It could provide reference for fast fashion brands to accurately grasp the consumer′s sustainable psychology,so as to obtain effective sustainable development strategies.

关 键 词：可持续消费模式 快时尚 消费者 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]