Paulo Botelho Pires, Cláudia Morais, Catarina J. M. Delgado, José Duarte Santos
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引用次数: 0
摘要
可持续时装的概念在当今社会正变得越来越重要。本研究旨在确定可持续时装购买意向的决定因素,以及价格与可持续时装购买之间的关系。通过问卷调查,界定了可持续时装的概念,使用 PLS-SEM 确定了决定因素,并应用线性回归模型和两个独立样本的 t 检验(双尾检验)。可持续时装的概念包括以下几个方面:在生产过程中减少对环境的影响、使用二手时装产品、以环保方式生产、重复使用时装产品、延长产品使用寿命、按照公平贸易原则生产、使用可回收材料以及使用有机材料生产。PLS-SEM 结果表明,购买意向由消费者的知识、环保信念和支付更多费用的意愿决定。研究还发现,产品价格与消费者愿意支付的价格增长之间存在非线性(二次或指数)关系,而且消费者对可持续时尚各维度的重视程度不同。可持续时装消费者和非消费者的购买意向决定因素是相同的,但每个群体对可持续时装各维度的评价却不同。
Sustainable Fashion: Conceptualization, Purchase Determinants, and Willingness to Pay More
The concept of sustainable fashion is becoming more relevant in today’s society. The purpose of this research is to identify the determinants of the purchase intention of sustainable fashion, and the relationship between price and the purchase of sustainable fashion. A questionnaire was administered, which made it possible to define the concept of sustainable fashion, to use PLS-SEM to identify the determinants, and to apply linear regression models and t-tests of two independent samples (two-tailed test). The concept of sustainable fashion comprises the dimensions of manufacturing with a reduced environmental impact, consuming second-hand fashion products, manufacturing in an environmentally friendly way, reusing fashion products, manufacturing to last longer, manufacturing according to fair trade principles, using recycled materials, and manufacturing from organic materials. The PLS-SEM results show that purchase intention is determined by consumer knowledge, environmental beliefs, and willingness to pay more. The research also revealed that there is a non-linear (quadratic or exponential) relationship between the price of the product and the price increase that consumers are willing to pay and that they value the dimensions of sustainable fashion differently. The purchase intention determinants of consumers and non-consumers of sustainable fashion are identical, yet the dimensions of sustainable fashion are valued differently by each group.