节俭行为对服装可持续消费行为的溢出效应  

The spillover effects of frugal behaviors on sustainable clothing consumption behaviors

作　　者：梁建芳[1] 曹雪榕 魏山森 LIANG Jianfang;CAO Xuerong;WEI Shansen(Apparel&Art Design College,Xi’an Polytechnic University,Xi’an 710048,China;China Textile Planning Institute ofConstruction,Beijing 100125,China)

机构地区：[1]西安工程大学服装与艺术设计学院,西安710048 [2]中国纺织建设规划院,北京100125

出　　处：《丝绸》2024年第8期32-42,共11页Journal of Silk

基　　金：国家社会科学基金项目(20XSH019)。

摘　　要：“双碳”目标下,倡导服装可持续消费行为是解决纺织服装全供应链绿色发展的重要途径。针对现阶段服装可持续消费行为发生频率低、难以落实的困境,文章基于行为溢出效应和自我知觉理论,在引入环保自我认同与社会规范两个变量的基础上,通过问卷调查与实证分析的方法,探究了中国消费者目前表现良好的饮食、交通与使用三个维度的节俭行为对服装可持续消费行为的溢出效应。结果表明:饮食、交通与使用三个维度的节俭行为均能正向溢出到服装可持续消费行为;环保自我认同在节俭行为和服装可持续消费行为之间起中介作用;社会规范分别显著调节三个维度的节俭行为与服装可持续消费行为、环保自我认同之间的关系。In recent years,the rapid development of the economy has continuously driven the growth of consumer demand in China,leading to a sustained upgrade in consumption structure.The increasing demand from consumers for diversified textiles and clothing has strongly propelled the development of China’s textile and garment industry.Meanwhile,the serious issues of energy consumption,environmental pollution,and resource waste in the textile and garment industry are becoming increasingly prominent,making it one of the industries with the highest resource waste and most waste production in China.A sustainable clothing consumption pattern for consumers is not only an objective requirement for China to achieve its“dual carbon”goals but also an effective solution to the environmental problems caused by the textile and garment industry.However,Chinese consumers currently face challenges in implementing sustainable clothing consumption behaviors,such as low likelihood of occurrence and difficulty in implementation.Therefore,conducting in-depth research on the factors influencing sustainable clothing consumption and its mechanisms can ensure more precise guidance for consumers to practice sustainable clothing consumption behaviors and promote the industry’s sustainable development.Firstly,the significant differences in the performance of Chinese residents in various types of pro-environmental behaviors were found through the analysis of literature.For example,Chinese residents demonstrate good frugal behaviors in daily life,while showing reluctance or willingness without implementation in sustainable consumption of clothing,leading to an awkward dilemma.Given that frugal behaviors and sustainable clothing consumption behaviors both fall under the category of dynamically changing pro-environmental behaviors,although they are of two different types,they are interrelated and share the same motivation.Thus,it is appropriate to construct a model of behavioral spillover effects.Secondly,based on the behavioral spillover effects

关 键 词：服装可持续消费行为 节俭行为 行为溢出效应 自我知觉理论 环保自我认同 社会规范 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]