The sustainable consumption of clothing is accepted by the young consumer group as a new sustainable living and con-sumption mode.This study extends the Theory of Reasoned Action(TRA)based on the sustainability awareness over environment,society and economy,and analyzes the sustainable development awareness of Generation Z and the impact of sustainable develop-ment awareness on the sustainable consumption intention of Generation Z clothing.Using structural equation model and taking Generation Z as the research object,the empirical analysis of 375 network questionnaire survey data was carried out.The results show that generation Z has a higher awareness of sustainable development,which plays a positive role in the sustainable consump-tion intention of clothing,and the attitude and subjective norms of sustainable clothing consumption can better promote the gener-ation Z with a higher awareness of sustainable development to improve the sustainable clothing consumption intention,and the in-termediary role is significant.The government needs to comprehensively strengthen the publicity of sustainable development from the three aspects of environment,society and economy,and raise consumers'awareness of sustainable development,so as to promote sustainable clothing consumption behavior.
关键词
可持续发展意识/服装可持续消费意愿/服装可持续消费态度/Z世代/理性行为理论
Key words
sustainable development awareness/sustainable clothing consumption intention/attitude of sustainable clothing con-sumption/generation Z/TRA
维普
万方数据