北京千禧一代服装绿色消费行为影响因素研究

Study on Influencing Factors of Green Consumption Behavior of Beijing Millennial Clothing

摘要: 随着全球生态问题的恶化，服装产业对环境造成的污染，让全世界人民意识到保护环境的重要性。本文选取北京千禧一代消费者作为调查对象，通过问卷调研的方式，在文献总结和理论分析的基础上，提出相应的研究假设，并构建北京千禧一代服装绿色消费行为的影响因素假设模型。使用SPSSAU20.0对北京千禧一代服装绿色消费行为进行实证研究。研究结果表明：环境关注、环保态度对服装绿色消费行为具有积极的推动作用；服装绿色知识在高等教育背景中不够普及；二手服装在北京千禧一代未婚消费者中普遍不受到认可。针对研究结论对北京千禧一代服装的绿色发展提出合理性的建议。

Abstract: With the deterioration of global ecological problems, the environmental pollution caused by cloth-ing industry has made people all over the world aware of the importance of protecting the envi-ronment. In this paper, the millennial consumers in Beijing are selected as the survey objects, and based on literature summary and theoretical analysis, the corresponding research hypotheses are put forward, and the hypothesis model of influencing factors on the green consumption behavior of Beijing millennial clothing is constructed. Using SPSSAU20.0, this paper makes an empirical study on the green consumption behavior of Beijing millennial. The results show that environmental concern and environmental protection attitude have a positive role in promoting the green con-sumption behavior of clothing. Clothing green knowledge is not popular enough in the background of higher education. Second-hand clothing is generally not recognized by millennial unmarried con-sumers in Beijing. According to the research conclusion, this paper puts forward some reasonable suggestions for the green development of Beijing millennial clothing.