“双碳”目标下可持续服装消费行为研究  

Research on Sustainable Clothing Consumption Behavior Under the"Dual Carbon"Targets

作　　者：张亚文 徐慧娟[1] 孟令晨 沈阳春 Zhang Yawen;Xu Huijuan;Meng Lingchen;Shen Yangchun(College of Fine Arts and Design,Wenzhou University,Wenzhou,Zhejiang 325000,China)

机构地区：[1]温州大学美术与设计学院,浙江温州325000

出　　处：《针织工业》2023年第8期67-72,共6页Knitting Industries

摘　　要：基于“碳达峰”“碳中和”政策下纺织服装行业实现可持续发展目标的背景,文章结合霍华德-谢思模型中的刺激或投入因素、外在因素、内在因素,调研消费者对可持续服装产品的认知、喜好、消费行为等情况,结合调研数据分析服装消费者产生消费行为的反应因素,并针对可持续服装市场化提出价格定位、产品开发、市场营销、价值传递等方面的建议.In the context of achieving sustainable development goals in the textile and clothing industry under the"peak carbon dioxide emissions"and"carbon neutrality"policies,this paper investigates consumer perceptions,preferences and consumption behavior towards sustainable clothing products by incorporating the input factors,external factors and internal factors of the Howard-Sheth model.Then,it analyzes the reaction factors influencing consumer behavior in clothing consumption,and puts forward suggestions for the price positioning,product development,marketing,value communication and other aspects in the commercialization of sustainable clothing.

关 键 词：可持续服装 服装消费行为 霍华德-谢思模型 市场调研 “双碳”目标 可持续发展 

分 类 号：TS941[轻工技术与工程—服装设计与工程]