服装企业环保主张对消费者购买意愿的影响  

Impact of environmental claims of garment enterprises on consumers′purchase intention

作　　者：侯一鸣 鲁成[1,2] HOU Yiming;LU Cheng(College of Fashion and Design, Donghua University, Shanghai 200051, China;Key Laboratory of Clothing Design & Technology, Ministry of Education, Donghua University, Shanghai 200051, China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051 [2]东华大学现代服装设计与技术教育部重点实验室,上海200051

出　　处：《纺织学报》2022年第1期201-207,共7页Journal of Textile Research

基　　金：中央高校基本科研业务费专项资金资助项目(2232022G-08,2232021E-03)。

摘　　要：为提升消费者对服装企业不同类型环保主张辨识度,通过实证研究测量不同恐惧诉求水平下消费者对关联型与实质型环保主张反馈差异。采用独立样本T检验、回归分析,讨论不同类型环保主张下消费者购买意愿差异及感知绿色价值的中介作用。通过实验研究发现:与无环保主张的参照组相比,被试者对持环保主张企业有更积极的购买态度;但与关联型环保主张相比,实质型被试者购买意愿无显著差异;恐惧诉求可激发被试者对实质型与关联型环保主张的购买意愿差异;低恐惧诉求条件下,关联型与实质型环保主张消费者购买意愿无显著差异;但高恐惧诉求条件下,被试者对实质型环保主张较关联型环保主张有更积极购买意愿,且感知绿色价值在其中起中介作用。In order to improve consumers′recognition of different type′s environmental claims of garment enterprises,this research examines consumers′responses to substantive environmentally related claims by the garment enterprises under different fear appeals.Independent-samples T-test and regression analysis were used to discuss the impact of the environmental claims on consumers′purchase intention as well as the mediating effects of perceived green value.Through two experimental studies,it was found that compared with the reference group that did not put forward environmental claim,the subjects have higher purchasing attitude towards enterprises that put forward environmental claim.However,there is no significant difference in purchase intention between substantive and related environmental claim conditions.The research also revealed that fear appeal can stimulate the difference of subjects′purchase intention between substantive and related environmental claim conditions.Under low fear appeal condition,there is no significant difference in consumers′purchase intention between related and substantive environmental claim conditions.However,under high fear appeal condition,subjects have higher purchase intention for substantive environmental claim than related environmental claim,with perceived green value as mediation.

关 键 词：关联型环保主张 实质型环保主张 恐惧诉求 感知绿色价值 洗绿 服装绿色消费 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]