植物染服装产品的认知态度及购买意向研究  

Study on the Cognitive Attitude and Purchase Intention of Plant Dyeing Clothing Products

作　　者：葛敬玮 杨钧淼 胡双雪 祖倚丹[1] Ge Jingwei;Yang Junmiao;Hu Shuangxue;Zu Yidan(College of Textile and Garments,Hebei University of Science and Technology,Shijiazhuang,Hebei 050018,China;School of Fashion,Beijing Institute of Fashion Technology,Beijing 100029,China)

机构地区：[1]河北科技大学纺织服装学院,河北石家庄050018 [2]北京服装学院服装艺术与工程学院,北京100029

出　　处：《天津纺织科技》2024年第6期36-39,共4页Tianjin Textile Science & Technology

基　　金：河北科技大学校级研究生创新资助项目(XJCXZZSS2022018)。

摘　　要：采用问卷调查法和统计分析法,对植物染服装产品的认知、态度及购买意向进行研究。结果表明:消费者对植物染服装的认知在信任程度和环保关注程度上均正向影响其态度;认知在了解程度、信任程度和环保关注程度上均正向影响其购买意向;对植物染服装的态度正向影响其购买意向。通过分析发现,消费者对植物染服装的认知差异较大,其信任程度和环保关注程度也有待提高。本研究有助于企业更好地把握消费者需求,更有针对性地开发植物染服装产品。The questionnaire and statistical analysis method were used to study the cognition and attitude of plant-dyed clothing products,and some suggestions on the production development and marketing of plant dyed clothing were put forward.The results show that consumers'cognition of plant-dyed clothing products positively affects their attitude in terms of trust and environmental protection,and their cognition positively affects their purchase intention in terms of understanding,trust and environmental protection,and atitudes towards plant-dyed clothing positively affect their purchase intentions.Through analysis,it is found that consumers'perception of plant-dyed clothing is quite different,and their trust and environmental protection concem also need to be improved.This research helps companies better grasp consumer needs and develop plant-dyed clothing products in a more targeted manner.

关 键 词：植物染服装 消费者调查 认知 态度 环保意识 消费信任 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]