服装产业环境污染对消费者生态消费意愿的影响  

Influence of Negative Stimulation of Environmental Pollution in Clothing Industry on Consumers'Ecological Consumption Intention

作　　者：刘思雨 安妮[1,2] Liu Siyu;An Ni

机构地区：[1]西南大学蚕桑纺织与生物质科学学院 [2]重庆市生物质纤维材料与现代纺织工程技术研究中心

出　　处：《服装设计师》2023年第2期159-164,共6页Fashion China

摘　　要：服装产业环境污染问题愈发严重,服装污染的严峻性使生态消费行为备受关注。但即使在环境污染信息盛行的当下,多数消费者通过社交平台、主流媒体获取的环境污染信息认知宽度仍较窄、认知深度仍较浅。结合环境认知、负面偏好理论,观察并分析接受环境污染图片的负面刺激前后消费者的生态消费意愿变化,为服装企业提出可以整合多种传播内容、创新传播渠道以及通过强化生态价值、道德内涵从而督促生态消费行为发生的传播之道。The problem of environmental pollution in the apparel industry is becoming more and more serious,and the seriousness of apparel pollution has drawn attention to ecoconsumption behaviour.However,even at a time when environmental pollution information is prevalent,the width and depth of environmental pollution information that most consumers obtain through social media platforms and mainstream media are still relatively narrow.By combining environmental cognition and negative preference theories,we observe and analyse the changes in consumers'eco-consumption intentions before and after receiving negative stimuli from environmental pollution images,and propose ways for clothing companies to integrate various communication contents,innovate communication channels and urge eco-consumption behaviour by strengthening ecological values and moral connotations.

关 键 词：环境污染 负面刺激 生态消费 认知 传播 

分 类 号：F426.81[经济管理—产业经济]