摘要
服装企业的绿色营销是提升企业公众形象及发展的重要手段。围绕绿色营销,通过文献分析归纳,构建了绿色营销策略对消费者服装购买决策的影响因素理论模型及量表。开展问卷调查,采用回归分析进行中介效应检验,分析了绿色营销策略通过消费者感知的中介效应影响消费者的购买决策。研究结果表明:绿色设计、绿色生产、绿色处理和绿色理念对消费者购买决策有正向显著影响;消费者感知在绿色设计、绿色生产、绿色处理和绿色理念正向影响消费者购买决策中起部分中介效应。研究结果可为企业进行精准绿色营销提供借鉴。
The green marketing of garment enterprises is an important means to enhance the public image and development of the company. Focusing on green marketing, through literature analysis, the theoretical models and scales of the influencing factors of green marketing strategies for consumers’ clothing purchasing decisions are built. Questionnaire surveys are carried out, and regression analysis is used to test the mediating effects. The intermediary effect of green marketing strategy on consumers’ purchase decision is analyzed through consumers’ perception. The research results show that green design, green production, green processing and green concepts have a positive and significant impact on consumer purchasing decisions;consumer perception in the context of green design, green production, green processing, and green concepts are positively affecting consumer purchasing decisions as mediating effects. The research results can provide reference for enterprises to conduct accurate green marketing.
作者
田丙强
徐井龙
胡守忠
陈瑶
TIAN Bingqiang;XU Jinglong;HU Shouzhong;CHEN Yao(School of Fashion Engineering,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《上海纺织科技》
北大核心
2019年第2期61-64,共4页
Shanghai Textile Science & Technology
基金
上海教育科学研究资助项目(B14035)
上海市教育委员会高校教师培养计划资助项目(A1-5300-15-020305)
关键词
服装企业
绿色营销
购买决策
消费者感知
中介效应
clothing enterprise
green marketing
purchase decision
consumer perception
mediating effect
