可持续发展意识对Z世代服装可持续消费行为影响研究  

Research on the Influence of Sustainable Development Awareness on Sustainable Clothing Consumption Behavior of Generation Z

作　　者：裘晓雯[1] QIU Xiaowen(School of Business,Zhejiang Fashion Institute of Technology,Ningbo,Zhejiang 315211,China)

机构地区：[1]浙江纺织服装职业技术学院商学院,浙江宁波315000

出　　处：《浙江纺织服装职业技术学院学报》2024年第1期53-60,共8页Journal of Zhejiang Fashion Institute of Technology

基　　金：省级教育教学改革类项目(2021cjrhjg01);浙江纺织服装职业技术学院科研项目(2023-1D-002)。

摘　　要：服装可持续消费作为一种全新的可持续生活和消费方式被年轻消费群体接受。研究基于环境、社会和经济的可持续发展意识对理性行为理论(TRA)进行延伸,分析Z世代的可持续发展意识,以及可持续发展意识对Z世代服装可持续消费意愿的影响。利用结构方程模型,以Z世代为研究对象,对375份网络问卷调研数据进行实证分析。结果表明,Z世代的可持续发展意识较高,可持续发展意识对服装可持续消费意愿起到积极作用,且服装可持续消费态度和主观规范能更好地推动可持续发展意识较高的Z世代提高服装可持续消费意愿,中介作用显著。政府需从环境、社会和经济三方面全面加强可持续发展宣传,增强消费者可持续发展意识,从而促进服装可持续消费行为。The sustainable consumption of clothing is accepted by the young consumer group as a new sustainable living and consumptionmode.This study extends the Theory of Reasoned Action(TRA)based on the sustainability awareness over environment,society and economy,and analyzes the sustainable development awareness of Generation Z and the impact of sustainable development awareness on the sustainable consumption intention of Generation Z clothing.Using structural equation model and taking Generation Z as the research object,the empirical analysis of 375 network questionnaire survey data was carried out.The results show that generation Z has a higher awareness of sustainable development,which plays a positive role in the sustainable consumption intention of clothing,and the attitude and subjective norms of sustainable clothing consumption can better promote the generation Z with a higher awareness of sustainable development to improve the sustainable clothing consumption intention,and the intermediary role is significant.The government needs to comprehensively strengthen the publicity of sustainable development from the three aspects of environment,society and economy,and raise consumers’awareness of sustainable development,so as to promote sustainable clothing consumption behavior.

关 键 词：可持续发展意识 服装可持续消费意愿 服装可持续消费态度 Z世代 理性行为理论 

分 类 号：TS941[轻工技术与工程—服装设计与工程]