Green Product Design Decisions Of Branded Apparel Enterprises From The Perspective Of Consumer Perception

The textile and garment industry is the second largest economic industry in the world,but it also poses a huge threat to the environment.At the same time,consumers’ awareness of sustainable consumption continues to increase,and it has given clothing brands and enterprises the expectation of producing and selling more green and environmentally friendly clothing.Some well-known brand clothing enterprises have begun to develop green products with lower unit environmental cost than ordinary products.This paper takes the brand retailers who participate in product design,production and close contact with consumers as the research object,considers the utility that consumers obtain from the greenness,price,quality and brand preference of green products,and constructs a clothing supply chain model.The second level clothing supply chain model.The optimal green design,pricing and output decisions of retailers’ green products under the perception of consumers are obtained,and the impact mechanism is analyzed.The following conclusions are drawn.First,consider four different production strategies of a single brand clothing retailer,introduce consumers’ perceptions of greenness,quality and price,obtain the optimal decisions under the four production strategies,and compare and analyze the optimal production strategies under different perceptions of consumers.The study found that improving consumers’ awareness of environmental protection or the quality of green products is conducive to prompting retailers to produce green products,as well as promoting green design.Brand retailers can improve the conversion rate of consumers from environmental protection to actual consumption by improving the cost-effectiveness of green products,and realize the complete green transformation of brand clothing enterprises.When facing consumers with low to medium environmental awareness,retailers can adopt a mixed production strategy to transition to a green transition.When facing consumers with a high level of environmental protection awareness,it is the goal of the green transformation of garment enterprises and the development of the textile and garment industry to fully produce high-quality and environmentally-friendly green products.Then consider the competition of two different brand clothing retailers,introduce consumers’ perception of greenness,brand and price,and make the optimal decision to produce green products and ordinary products respectively.Studies have shown that increasing the difficulty of green efforts will hinder green design.Combined with reality,it is found that its impact on green clothing design is particularly obvious.Increased environmental awareness among consumers will promote green design for green branded apparel retailers and increase profits.Consumer brand preferences also have an important impact on retailers’ decision-making.When facing consumers with low and medium environmental awareness,green brand retailers can win more markets by increasing consumers’ brand preferences;when facing higher levels of environmental protection Conscious consumers can divert consumers’ attention to greenness by strengthening brand influence and ease the pressure to develop higher greenness.