Research Onthe Influence Of Lifestyle On Sustainable Consumption Attitudes Of Clothing

This paper based on the research literature of lifestyle,clothing consumer attitudes and consumer behavioral intention,combining with the characteristics of sustainable consumption,building the research on the effects of lifestyle attitude toward sustainable clothing consumption model.according to the related research both at home and abroad,and combined with the result of open-ended interviews define the definition of sustainable clothing consumption,the paper formulated the lifestyle scale and sustainable clothing consumption attitude scale.18 to 55 years old to consumers is the main research object.I get the consumer life style,sustainable clothing hypothesis consumption attitudes and behavior intention of the data by using online questionnaire survey method.In the end this paper use the SPSS software to analyze the survey data,and get the following conclusions:(1)Consumers generally have a positive attitude towards sustainable consumption of clothing.For some rental platforms,consumers' understanding is better than expected.For the five kinds of sustainable consumption patterns,consumers' behavioral intention for long-term maintenance services and consulting services is higher than unique design model made of recycled fabrics and exchange platform model.(2)Through the factor analysis of life style,I get five factors which are "family and social responsibility" ? "personality trend" ? "rational consumption" ? "environmental conservation" and "social activities".Then the paper divide consumers into five types by cluster analysis,respectively are "lacking of responsibility of the passive" ? "paying attention to the environmental health" ? "social pursuit individual character" ? "loving life avantgarde" and "rational consumption family".Each type of consumer has significant differences in the way of purchasing clothing ? the understanding of sustainable consumption ? the understanding of the leasing platform and the past sustainable consumption behavior.(3)There is a significant difference in attitudes towards sustainable consumption of clothing by various types of consumers."Social pursuit individual character" and "loving life avantgarde" have the most positive attitude to sustainable consumption in clothing.Especially for lease and exchange platform,they have more positive attitude than other groups.but the behavior intention to five kinds hypothetical of "loving life of avantgarde " is higher.