新消费背景下服装品牌绿色营销策略  

Green Marketing Strategy of Clothing Brands in the New Consumption Context

作　　者：何颖[1] 宋永高[2] 

机构地区：[1]绍兴职业技术学院 [2]浙江理工大学

出　　处：《纺织导报》2022年第6期107-110,共4页China Textile Leader

基　　金：绍兴市哲学社会科学规划课题“数字经济背景下绍兴市中小纺织企业数字化转型研究”(145J023)。

摘　　要：新消费颠覆了原有品牌发展路径,消费者与品牌在全域开展互动。在碳达峰、碳中和的目标压力下,服装产业绿色化、可持续性发展势在必行。文章通过消费者调研,在分析当前市场可持续服装消费现状及存在问题的基础上,提出新消费背景下绿色消费理念触达消费者、绿色消费理念运营品牌社群、绿色环保观念维系用户关系、绿色可持续品牌体验的四维绿色营销策略,以构建品牌与消费者共生的价值空间,推动可持续服装消费,实现服装企业绿色可持续发展。New consumption subvert the original brand development path,in which consumers interact with brands in all sectors.Under the goals of carbon emission peak and carbon neutrality,it is imperative to promote green and sustainable development of the clothing industry.By analyzing the situation and problems of sustainable apparel consumption in the current market through consumer research,the paper proposes a four-dimensional green marketing strategy in the new consumption context,i.e.,advocating green consumption concepts to consumers,operating brand communities with green consumption concepts,maintaining user relationships with green environmental protection concepts,and providing green sustainable brand experiences,so as to create a symbiotic relationship between brands and consumers and promote sustainable apparel consumption and sustainable development of apparel enterprises.

关 键 词：绿色营销 可持续服装消费 服装品牌 新消费 

分 类 号：X322[环境科学与工程—环境工程] F426.86[经济管理—产业经济] F274