The Analysis Of Sustainable-Consumption Demand Eco-Fashion Design With Zero-Waste City Oriented

With the concept of Zero-Waste City and the requirements of the 14 th Five-Year Plan,China’s bulk industry is gradually moving towards promoting traditional industry to high-end,intelligent,green,and the development of service-oriented manufacturing.This transformation is led by the new development concept,by promoting the formation of green development and lifestyle to promote the reduction of solid waste at source and resource utilization.As one of the traditional industries with high pollution and energy consumption,the textile industry is in urgent need of the design and technical improvements and sustainable value chain upgrading.However,the existing studies have mainly focused on macro industrial decision making.This paper takes a micro perspective and use consumers’ sustainable consumption behavior as an entry point to conduct a combination of theoretical and empirical research.The study focused on three variables:product attributes,consumption value and consumption attitude to extract,cluster and correlate the influence factors of sustainable consumption behavior of apparel.And categorize the population according to different sustainable consumption needs to achieve the purpose of capturing consumer pain points.On this basis,we select old clothes transformation brands for case studies and summarize the currently available Eco-fashion design techniques.Finally,according to the results of the study,we do the innovative design practices for sustainable apparel brands.This study summarizes the three variables and development of scales with the help of literature research,also we propose the hypothesis of the relevance of three variables on the impact of sustainable consumption behavior.After the reliability analysis of the collected data to ensure the credibility of the data,we conducted a correlation analysis to prove that the product attributes,consumption values and consumption attitudes of sustainable apparel all have different degrees of positive effects on consumers’ sustainable consumption behavior.Secondly,after factor analysis and R-type clustering of the variables,the target consumers of sustainable clothing were divided into four categories of people:the practical-oriented environmental consumer,the design-oriented emotional consumer,the self-conscious consumer,and the consumer who prefers service.Based on the research results of the classification of the population,we summarize the common design techniques,production scale,marketing methods combining with Reclothing bank,Dauphinette and MALION vintage brands.We finally create the“LUNA” brand with two types of people who prefer design.And also carry out the design communication and green marketing promotion of the brand according to the case.It provides some reference value for the application of the low energy consumption industry construction of "Zero-Waste City" mode in the textile and garment industry.