植物染服装产品的认知态度及购买意向研究
Study on the Cognitive Attitude and Purchase Intention of Plant Dyeing Clothing Products
葛敬玮 1杨钧淼 2胡双雪 1祖倚丹1
作者信息
- 1. 河北科技大学纺织服装学院,河北石家庄 050018
- 2. 北京服装学院服装艺术与工程学院,北京 100029
- 折叠
摘要
采用问卷调查法和统计分析法,对植物染服装产品的认知、态度及购买意向进行研究.结果表明:消费者对植物染服装的认知在信任程度和环保关注程度上均正向影响其态度;认知在了解程度、信任程度和环保关注程度上均正向影响其购买意向;对植物染服装的态度正向影响其购买意向.通过分析发现,消费者对植物染服装的认知差异较大,其信任程度和环保关注程度也有待提高.本研究有助于企业更好地把握消费者需求,更有针对性地开发植物染服装产品.
Abstract
The questionnaire and statistical analysis method were used to study the cognition and attitude of plant-dyed clothing products,and some suggestions on the production development and marketing of plant dyed clothing were put forward.The results show that consumers'cognition of plant-dyed clothing products positively affects their attitude in terms of trust and environmental protection,and their cognition positively affects their purchase intention in terms of understanding,trust and environmental protection,and attitudes towards plant-dyed clothing positively affect their purchase intentions.Through analysis,it is found that consumers'perception of plant-dyed clothing is quite different,and their trust and environmental protection concern also need to be improved.This research helps companies better grasp consumer needs and develop plant-dyed clothing products in a more targeted manner.
关键词
植物染服装/消费者调查/认知/态度/环保意识/消费信任Key words
Plant Dyed Clothing/Consumer Survey/Cognition/Attitude/Environmental Awareness/Con-sumption Trust引用本文复制引用
出版年
2024
NETL
NSTL
万方数据