Research On Sustainable Consumption Behavior Of Children’s Clothing Based On Environmental Awareness

With the upgrading of China’s consumption mode and rising consumption demand,the rapid development of children’s clothing industry has brought about environmental,resource and other issues that have become an important problem to be solved in the process of promoting sustainable development in China.Thus,the sustainable consumption of children’s clothing is of great significance for alleviating resource pressure,reducing waste prevention and achieving sustainable development.Based on previous studies,this paper analyzes the current situation of children’s clothing sustainable consumption behavior from the perspective of consumers’ environmental awareness,and conducts empirical research on the influencing factors of children’s clothing sustainable consumption behavior.First of all,in order to grasp the development status of sustainable consumption of children’s clothing,this paper collected and screened the data of children’s clothing consumption cases in the past three years through the Internet,and finally screened 45 representative and professional written materials.Then analyzed the collected materials through grounded theoretical research methods,from which we obtained the awareness factors that have a greater impact on sustainable consumption of children’s clothing,and finally got seven main categories(Environmental Knowledge,Responsibility Consciousness,Risk Perception,Values,Environmental Concern,Behavioral Intention,and Sustainable Consumption Behavior of Children’s Clothing.Therefore,this paper is an empirical study on sustainable consumption behavior of children’s clothing and its influencing factors from a new perspective.Secondly,on the basis of relevant research on sustainable consumption at home and abroad,combined with the theoretical models of Theory of Planned Behavior,Value-Belief Norm,and Responsible Environmental Behavior,this paper constructs a research model of sustainable consumption behavior of children’s clothing based on environmental awareness,and discusses the sustainable consumption behavior of children’s clothing of consumers and its influencing factors through online questionnaire.The questionnaire takes the current major consumers of children’s clothing as the survey objects,whose age are between 18-50.Using AMOS24.0 and SPSS25.0 software for theoretical verification and data analysis,the following conclusions are drawn: Environmental Knowledge,Consciousness,Risk Perception,Values,and Environmental Concern have significant positive effects on Behavior Intention and Sustainable Consumption Behavior of Children’s Clothing;Behavior Intention has a significant positive impact on Sustainable Consumption Behavior of Children’s Clothing;Behavior Intention has a partial mediation effect in the influence of Environmental Knowledge,Responsibility Consciousness,Risk Perception,and Environmental Concern on Sustainable Consumption Behavior of Children’s Clothing,and a main mediation effect in the influence of Values on Sustainable Consumption Behavior of Children’s Clothing.Finally,through the analysis of the consumption preference and sustainable consumption behavior of the consumers of children’s clothing,suggestions are provided to guide consumers to change their consumption mode in the consumption process and formulate strategies to promote sustainable consumption of children’s clothing.Through these practices,we can effectively promote the sustainable and effective development of children’s clothing industry.