【作者】 何琳；

【导师】 陈李红；

【作者基本信息】 上海工程技术大学 ， 服装产业经济与管理， 2021， 硕士

【摘要】 服装产业作为我国的支柱产业之一,其污染问题不容小觑。早在1992年,联合国环境与发展大会就已经指出,消费行为与环境问题密切相关。一方面,消费者可以通过服装可持续消费节约资源、保护环境;另一方面,消费者对绿色服装产品与服务的需求将促使企业改变传统的生产方式,积极树立绿色品牌形象,主动承担起保护环境的责任。对此,相关单位与企业采取了许多宣传措施,旨在传递绿色信息促进消费者服装可持续消费。然而,由于忽略了信息表达方式和消费者需求,教育与宣传效果并不理想,消费者服装可持续消费意愿与行为之间依旧存在差距。那么,什么样的绿色信息更能引发消费者的认同?绿色信息具体应该如何传递才能有效促进消费者服装可持续消费行为的形成?这些问题都值得我们进一步关注与研究。针对上述问题,本文将跨理论模型引入服装可持续消费行为领域,研究绿色信息收益与损失框架对个体服装可持续消费行为形成过程的影响,具体研究内容如下:(1)基于跨理论模型的服装可持续消费行为研究将跨理论模型引入服装可持续消费行为领域,通过问卷调查、方差分析、相关性分析以及描述性统计分析等方法探究服装可持续消费行为形成需要经历的变化阶段,以及变化阶段与变化过程、决策平衡和自我效能的关系。从而明晰服装可持续消费行为的形成机理,找出促进服装可持续消费行为向前发展的重要因素,为下一步研究绿色信息框架对服装可持续消费行为形成的影响提供了依据。(2)绿色信息框架与服装可持续消费行为的模型构建基于服装可持续消费行为形成机理的研究结果,将跨理论模型与信息框架相结合提出绿色信息收益与损失框架如何通过决策平衡、自我效能和感知威胁影响服装可持续消费行为的假设,在理论上解释服装可持续消费行为形成过程中绿色信息产生框架效应的可能机制,并构建相应的理论模型。(3)绿色信息框架对消费者服装可持续消费行为影响的实证分析利用信息干预实验对模型进行实证分析。首先利用前测问卷找出服装可持续消费行为各变化阶段向前发展的重要预测和解释变量;随后根据被试的服装可持续消费行为变化阶段将其分别分为收益组、损失组以及空白对照组进行为期一个月(30天)的信息干预,并在干预后进行后测;最后,使用SPSS26.0对干预前后的数据进行分析,对模型进行验证。(4)服装品牌绿色营销的策略建议本文从找准目标市场、合理利用绿色信息框架、激发消费者感知以及满足消费者需求四个方面为企业进行绿色营销和促进消费者可持续消费提出了策略建议。本文研究结论如下:(1)消费者服装可持续消费行为的形成需要经历前意向、意向、准备、行动与维持四个阶段,变化阶段向前发展需要经历不同的变化过程,且感知利益与自我效能是消费者服装可持续消费行为向前发展的重要动机。(2)绿色信息在服装可持续消费行为形成过程中存在框架效应,不同框架绿色信息对处于不同变化阶段的个体的影响不同。其中,损失框架绿色信息能够显著促进服装可持续消费处于前意向和意向阶段的个体行为向前发展;收益框架绿色信息能够显著促进服装可持续消费处于准备阶段的个体行为向前发展,以及保持处于行动与维持阶段个体行为的稳定。(3)对于服装可持续消费行为的不同变化阶段,绿色信息框架的影响机制不同。在前意向和意向阶段,行为向前发展主要通过损失框架绿色信息对个体感知威胁的显著提升;对于准备阶段,行为向前发展主要通过收益框架绿色信息对个体感知利益的显著提升;对于行动与维持阶段,行为的保持主要通过收益信息对个体自我效能的显著提升。本研究将跨理论模型引入服装可持续消费行为领域,解释了消费者服装可持续消费行为的形成机理,细化了服装可持续消费中消费者的心理与行为变化。同时,将信息框架与跨理论模型相结合,构建了绿色信息收益与损失框架对个体服装可持续消费行为形成过程的影响模型,解释了不同框架绿色信息对处于不同变化阶段的个体产生不同影响的原因与结果。本研究为后续研究服装可持续消费行为提供新的思路,并为企业制定更有效的绿色信息干预策略提供参考意见。更多还原

【Abstract】 As one of the pillar industries in China,the pollution of garment industry can not be underestimated.As early as 1992,the United Nations Conference on environment and development pointed out that consumer behavior is closely related to environmental problems.First,consumers can save resources and protect the environment through sustainable clothing consumption;On the other hand,consumers’ demand for green clothing products and services will urge enterprises to change the traditional production mode,actively establish a green brand image and take the initiative to take the responsibility of protecting the environment.For this reason;,relevant units and enterprises have taken many education and publicity measures to convey green information and promote consumers’ sustainable clothing consumption.However,due to the neglect of the important role of information expression and consumer demand on the effect of information dissemination,many education and publicity effects are not ideal,and there is still a gap between consumers’ willingness and behavior of sustainable clothing consumption.So,what kind of green information can trigger consumers’ recognition? How should green information be transmitted to effectively promote the formation of consumers’ sustainable clothing consumption behavior? These problems deserve our further attention and research.Aiming at the appeal problem,this paper introduces the transtheoretical model into the field of clothing sustainable consumption behavior,studies the impact of the green information gain and loss framework on the formation process of individual clothing sustainable consumption behavior.The specific research contents are as follows:(1)Research on sustainable clothing consumption behavior based on the transtheoretical modelThis paper introduces the transtheoretical model into the field of clothing sustainable consumption behavior,and explores the change stages of clothing sustainable consumption behavior through questionnaire survey,analysis of variance,correlation analysis and descriptive statistical analysis,as well as the relationship between the change stages and change process,decision balance and self-efficacy.So as to clarify the formation mechanism of clothing sustainable consumption behavior,find out the important explanatory variables to promote the development of clothing sustainable consumption behavior,and provide a basis for the next research on the impact of green information framework on the formation of clothing sustainable consumption behavior.(2)Build a theoretical model of green information framework and clothing sustainable consumption behaviorBased on the research results of the formation mechanism of clothing sustainable consumption behavior,this paper combines the transtheoretical model with the information framework,and puts forward the hypothesis of how the green information gain and loss framework affects clothing sustainable consumption behavior through decision balance,self-efficacy and perceived threat.So as to theoretically explain the possible mechanism of green information frame effect in the formation of clothing sustainable consumption behavior,and construct the corresponding theoretical model.(3)An empirical analysis of the impact of green information framework on consumers’ sustainable clothing consumption behaviorThe model is empirically analyzed by information intervention experiment.Firstly,the pre-test questionnaire is used to find out the important predictors and explanatory variables of the development of clothing sustainable consumption behavior in each change stage;Then,according to the change stage of clothing sustainable consumption behavior,the subjects were divided into income group,loss group and blank control group for one month(30 days)information intervention,and post-test was carried out after the intervention;Finally,spss26 0 analyze the data before and after the intervention to verify the model.(4)Strategy suggestions for green marketing of clothing brandsThis paper puts forward strategic suggestions for enterprises to carry out green marketing and promote sustainable consumption of consumers from four aspects: identifying target market,rationally utilizing green information framework,stimulating consumer perception and meeting consumer demand.The conclusions of this paper are as follows:(1)The formation of clothing sustainable consumption behavior needs to go through four stages: pre-contemplation,contemplation,preparation,and action and maintenance.The development of the stage of change needs to go through different change processes,and perceived interest and self-efficacy are the important motivation for the development of consumers’ clothing sustainable consumption behavior.(2)Green information has a frame effect in the formation of clothing sustainable consumption behavior.Different frame green information has different effects on individuals in different change stages.Among them,the loss framework green information can significantly promote the development of individual behavior in the pre intention and intention stage of garment sustainable consumption;Income framework green information can significantly promote the development of individual behavior in the preparation stage of sustainable clothing consumption,and the maintenance and stability of individual behavior in the action and maintenance stage of sustainable clothing consumption behavior.(3)There is a frame effect in the formation of clothing sustainable consumption behavior.Different frame green information has different effects on individuals in different change stages.Among them,loss information has a more obvious impact on individuals in the pre intention and intention stage,and income information has a more obvious impact on individuals in the preparation stage and action and maintenance stage.This study introduces the transtheoretical model into the field of sustainable clothing consumption behavior,explains the formation mechanism of consumers’ sustainable clothing consumption behavior,and details the psychological and behavioral changes of consumers in sustainable clothing consumption.At the same time,combining the information frame with the transtheoretical model,this paper constructs the influence model of the gain and loss frame of green information on the formation process of individual sustainable clothing consumption behavior,and explains the reasons and results of the different influences of different frames of green information on individuals in different stages of change.This study provides new ideas for the follow-up study of sustainable clothing consumption behavior,and provides references for enterprises to formulate more effective green information intervention strategies.更多还原