Research On Consumption Characteristics Of Wuhan Female Apparel Consumers In Green Marketing

As the concept of environmental protection has been accepted by more and more people, it is imperative for the garment enterprises to promote green marketing strategy. The Green Marketing, as a completely new sustainable marketing strategy, should be promoted at our best. So, green marketing is more or less accepted and used by many industries. Because the marketing concept of the garment enterprises has changed from production concept to social marketing concept, the consumer-centralized marketing idea has gradually become popular and highly valued by garment enterprises,the key to success of marketing is to grasp the characteristics and behaviors of consumers. There is no formula for the marketing strategy, the ways of promotion are different depending on the size of each enterprise, but if the enterprise wants to successfully promote green marketing strategy, it must first study the characteristics of the targeted consumers. The main subject of research is the green consumption characteristics of the female apparel consumers in Wuhan under the influence of green marketing concept and that the enterprise should meet this demand in what way. In this paper, a series of research methods has been proposed, including reading the relevant literature; selected qualitative interviewees and interviewed them based on the problems, summed up and designed the questionnaire based on the summery of qualitative interview data; questionnaire the majority of Wuhan female consumers, recycled classified and summarized questionnaire and collected data; used taxonomy to get the results according to data analysis. Provided information for product design and development in the apparel market through the investigation and analysis of green marketing; met clothing consumers’demands for green products through investigating and analyzing consumers’spending characteristics; provided information for the operation and the promotion of the market by studying the characteristics and needs of the consumer, provided the characteristic basis for green marketing of apparel brand in certain region through the regionalization study methods.