Green Marketing Research For Clothing Brand Based On Female' Clothing Consumption Behavior

The article mainly consists of serious environmental problems existing in the world,the Chinese government attaches great importance to environmental issues,the textile and garment industry is seriously polluted,consumers gradually recognize green products,clothing enterprises adopt green marketing as the development trend,and consumers'green consumption demand.In 5 major aspects,the background of the article research is deeply explained.Under the background of green marketing,the theories of women's clothing consumption behavior are studied,and the relevant theories are comprehensively collected and organized,and then summarized and summarized,which lays a solid theoretical foundation for later research.With reference to the advanced research conclusions of the academic community,the female consumers' consumption behavior model was established by linking female consumption,green clothing and local female characteristics in Hangzhou.The composition of this model includes three factors:twelve variables in the three levels of individual,psychological and marketing.At the same time,theoretical speculations and hypotheses are given for all variables,and then combined with commonly used scales and articles.Characteristics,making a specific questionnaire.In addition,after the investigation and research,questionnaire changes,etc.,and finally form the final questionnaire.The article mainly focuses on the female consumers in Hangzhou as the research target,and obtains relevant data information in the form of questionnaires.According to the obtained data,it is analyzed and researched by SPSS statistical software,and the theoretical model and hypothesis are verified by analysis methods such as reliability and validity.Through a full questionnaire survey and research,found that the female consumers in Hangzhou have generally better family economic situation,clothing consumption capacity and higher willingness to consume,but in the green clothing consumption has not yet formed a significant consumption characteristics.Hangzhou female consumers have strong awareness of environmental protection and health,but the concept of green clothing and environmental friendliness of green clothing is limited.It also presents the different ages,the different education level and the different occupation crowd to the Green clothing concept cognition has the remarkable difference characteristic.in general,the higher education level,the occupation freer middle-aged female know more about the green clothing.In addition,the female consumer groups in Hangzhou also have strong will to understand green clothing,to promote the principle of green clothing.But it is lack of clear way to obtain green clothing,it is showing the lack of our green clothing marketing activities.In the course of investigation,we found the way and channel of green clothing marketing activities is too traditional.In the new media channels did not show enough enterprise,like in Weibo,WeChat and so on.Publicity with internet and other new media are rarely seen in green clothing figure,we need practitioners to further integrate the new media to take good marketing activities.Renewable clothing is accepted by Hangzhou women consumers,but in actual action has not been matched,and marketing is not fully related.Based on the results of the above data analysis,this paper analyses the brand and targeted consumers with JNBY.And discussed with other outstanding garment enterprise,this paper gives suggestions in five fields:1)make oneself an example from enterprise's culture,2)popular green conception with good products,3)encourage recycling clothing,4)building green marketing channels for green clothing,and 5)enhance marketing education for green clothing.Finally,this paper summarizes the green clothing consumption behaviors and gives out some further research directions.