Research On Consumer Behavior Intention Of Sustainable Clothing

The upgrading of consumption pattern and consumption demand have aggravated environmental pollution,resource waste and other problems.Furthermore,in order to alleviate environmental and resource problems,people begin to advocate sustainable consumption and green consumption.More and more enterprises also begin to focus on the development,production and promotion of sustainable products.As the second largest polluting industry,sustainable consumption and green consumption have increasingly become the focus of the clothing industry.Many clothing enterprises begin to focus on the production and marketing of sustainable clothing.Currently,they mainly carry out the recycling of old clothes,the rental platform of old clothes and the recycling of fabrics.However,scholars have found that consumers' behavior towards sustainable products is inconsistent with their words and deeds,of course,there are no exceptions in clothing products.Moreover,there are many researches on the recycling of used clothes and clothing rental platforms at home and abroad,but few researches on the recycling and reuse of fabrics,which are the foundation of clothing.So,what is the reason that makes consumers to behave inconsistent?Will different clothing attributes affect consumers'attitudes and behavioral intentions?What are the impacts?Are there significant differences between male and female consumers?There's no doubt that solve these problems will provide some inspirations for enterprises in the production and marketing of sustainable clothing recycled fabrics.In order to explore the relationship between sustainable clothing attributes,consumer brand attitudes and behavioral intention,this study combines the theoretical model of"cognitive-emotion-intention" to construct a research model based on the research of relevant scholars at home and abroad.In addition,the specific product jeans were taken as the experimental object,and the product attributes of sustainable clothing,including the percentage and price of recycled fabric,were taken as the main research object.The relationship between product attributes,brand goodwill and trust,perceived greenness,consumer knowledge level and consumer behavior intention were investigated through experiments and questionnaires.After sampling experiments on college students in several universities,the collected data were sorted out and analyzed by software SPSS24.0 and AMOS24.0,and specific conclusions were drawn as follows:Attributes of sustainable clothing product have influence on consumer behavior intention,among them,the price has a significant influence on behavior intention.The low-priced sustainable clothing products are more popular with consumers than the ordinary price,but the content of recycled fabrics has no significant influence on behavior intention,and the price does not interact with the amount of recycled fabric.The difference in sustainable clothing attributes has a significant impact on consumer brand attitude.The content of recycled fabrics is directly proportional to the brand goodwill and trust,and the price is proportional to the perceived greenwash.Brand attitude has a significant impact on behavioral intention.Specifically,brand goodwill and trust have a positive impact on consumer behavioral intention,while perceived greenwash has a negative impact on behavior intention.Consumer knowledge level moderates the relationship between price and behavioral intention.Compared with consumers with low knowledge level,consumers with high knowledge level are more active in behavior intention of sustainable clothing with low price.Consumer knowledge level doesn't moderate recycled fabric and behavior intention.Based on the conclusions drawn from the research,this paper provides corresponding suggestions for promoting the production and marketing of sustainable clothing according to the characteristics of sustainable clothing and consumers.