基于计划行为理论的环保服装购买意愿与行为差距的影响因素  

Factors influencing the gap between purchase intention and purchase behavior ofenvironmentally friendly clothing based on the theory of planned behavior

作　　者：刘丽娴[1] 张文文 李浩[3] LIU Lixian;ZHANG Wenwen;LI Hao(Zhejiang Provincial Research Center for Silk and Fashion Culture,Zhejiang Sci-Tech University,Hangzhou 311103,China;School of Fashion Design&Engineering,Zhejiang Sci-Tech University,Hangzhou 311103,China;International Institute of Fashion Technology,Zhejiang Sci-Tech University,Hangzhou 311103,China)

机构地区：[1]浙江理工大学丝绸与时尚文化研究中心,杭州311103 [2]浙江理工大学服装学院,杭州311103 [3]浙江理工大学国际时装技术学院,杭州311103

出　　处：《丝绸》2024年第11期84-96,共13页Journal of Silk

基　　金：中央引导地方科技发展资金项目(2023ZY1029);杭州市重大科技创新项目(2022AIZD0153)。

摘　　要：本文旨在探讨消费者环保服装购买意愿与行为之间的差距。基于414名消费者的问卷调查数据,扩展了计划行为理论,在行为态度、主观规范及感知行为控制的基础上引入环境知识,并考察了感知审美风险和环保服装可得性的调节作用。结果表明,环境知识显著正向影响行为态度;主观规范和感知行为控制正向影响购买意愿;感知审美风险对购买意愿与行为的关系有负向调节作用,而环保服装可得性则有正向调节作用。这些发现为环保服装企业提供了策略参考,可提升环境知识、减少审美风险感知、提高产品可得性,以促进购买意愿向行为的转化,推动可持续时尚发展。The global fashion industry,influenced by fast fashion trends,has led to severe ecological issues and resource depletion.Despite growing consumer awareness of sustainable and environmentally friendly clothing,this awareness often fails to translate into actual purchasing behavior.This study aims to explore the factors influencing the gap between the intention to purchase environmentally friendly clothing and actual purchasing behavior using the theory of planned behavior(TPB).Understanding and addressing this gap can help develop more effective strategies to promote sustainable fashion consumption,so as to reduce the environmental impact of the fashion industry.A comprehensive survey was conducted with 414 consumers to collect data on their attitudes,subjective norms,perceived behavioral control,environmental knowledge,perceived aesthetic risk,and the availability of environmentally friendly clothing.The TPB framework was extended by incorporating these additional variables.Structural equation modeling was used to analyze the relationships among these factors and their influence on purchase intention and behavior.Additionally,moderation analysis was performed to understand how perceived aesthetic risk and the availability of environmentally friendly clothing affect the intention-behavior relationship.The research innovatively extends the TPB framework by including environmental knowledge and exploring the moderating roles of perceived aesthetic risk and the availability of environmentally friendly clothing.It provides a comprehensive understanding of the factors bridging the gap between consumers’intentions and their actual purchasing behaviors regarding environmentally friendly clothing.The inclusion of environmental knowledge as a predictor variable and the exploration of aesthetic concerns and product availability as moderating factors add significant depth to the traditional TPB model.Additionally,this study addresses a critical gap in existing literature by focusing on the barriers preventing consumers fro

关 键 词：环保服装 购买意愿 购买行为 计划行为理论 环境知识 感知审美风险 环保服装可得性 购买意愿与行为差距 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]