[1]何 琳,陈李红*.绿色服装品牌形象对消费者购买意愿的影响[J].服装学报,2020,5(05):455-462.
　HE Lin,CHEN Lihong*.Effect of Green Clothing Brand Image on Consumers’ Purchase Willingness[J].Journal of Clothing Research,2020,5(05):455-462.
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绿色服装品牌形象对消费者购买意愿的影响()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第5卷
期数:
2020年05期
页码:
455-462
栏目:
服装品牌营销
出版日期:
2020-10-31

文章信息/Info

Title:
Effect of Green Clothing Brand Image on Consumers’ Purchase Willingness
作者:
何 琳;  陈李红*
上海工程技术大学 纺织服装学院,上海 201620
Author(s):
HE Lin;  CHEN Lihong*
School of Textile and Fashion,Shanghai University of Engineening Science,Shanghai 201620, China
分类号:
F 713.55
文献标志码:
A
摘要:
为了了解消费者对绿色服装品牌形象的感知情况,通过案例分析和扎根理论提炼出绿色服装品牌形象的6个维度,包括绿色产品形象、绿色店面形象、绿色服务形象、绿色公关形象、绿色企业形象和绿色生产形象; 对6个维度和消费者购买意愿关系进行假设,构建绿色服装品牌形象与消费者购买意愿之间的理论模型,再通过问卷调研对模型进行实证检验。结果表明:服装品牌绿色产品形象、绿色公关形象、绿色企业形象和绿色生产形象对消费者购买意愿有显著正向影响,影响力排序为绿色生产形象>绿色公关形象>绿色企业形象>绿色产品形象。此结果可以为绿色服装品牌形象的塑造与传播提出针对性建议。
Abstract:
In order to investigate consumers’ perception on the green clothing brand image, six dimensions of the green image for clothing brands were extracted through case analysis and grounded analysis, including green product image, green store image, green service image, green public relations image, green corporate image and green production image.On this basis, six hypotheses were put forward correspondingly, and the theoretical model between the six dimensions and consumer’s purchase willingness was developed. Questionnaire survey was conducted for empirical test of the model. The results show that green product image, green public relations image, green corporate image, green production image have an obvious positive effect on consumers’ purchase willingness.The order of influence from the most important to the least,is green production image,green public relations image,green enterprise image,green product image. Finally, some specific suggestions for building and communicating green images for fashion brands were provided to fashion industry based on the above research.

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(责任编辑:张 雪)

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更新日期/Last Update: 2020-10-30