Z世代的绿色感知价值和购买可持续服装的意愿：态度的适度中介

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-02-23 DOI:10.1080/20932685.2021.2021435

N. Arora, Parul Manchanda

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引用次数: 15

摘要

Z世代消费者是包括服装在内的时尚产品最赚钱的群体，他们已经表现出向更可持续的过程转变的意愿。本研究探讨了z世代对具有绿色感知价值的可持续服装的积极态度和购买可持续服装的意愿的中介作用，并探讨了以物质价值观和消费者对可持续服装的认知为调节因子的调节模型。采用问卷调查的方法收集数据，选取来自德里-国家首都地区(NCR)大学的308名本科生作为调查对象。研究结果表明，对可持续服装的积极态度具有部分中介作用，并证实了物质价值观和消费者可持续服装知识的调节作用。此外，物质价值观和消费者知识在模型中被认为是显著的调节因子。研究还证实了绿色感知价值、对可持续服装的积极态度和购买可持续服装的意愿之间存在显著的关系。

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Green perceived value and intention to purchase sustainable apparel among Gen Z: The moderated mediation of attitudes

ABSTRACT Gen Z consumers are the most lucrative segment concerning fashion products, including apparel and have showcased a willingness to shift towards more sustainable processes. This research explores the mediating role of positive attitude towards sustainable apparel with green perceived value and intention to purchase sustainable apparel amongst Gen Z. The paper also explores a moderated mediation model with materialistic values and consumer knowledge about sustainable apparel as moderators. A survey method was employed to collect data, and 308 undergraduate students from universities of Delhi – National Capital Region (NCR) were selected as respondents. The study results indicated a partial mediating role of positive attitude towards sustainable apparel and confirms the moderating role of materialistic values and consumer knowledge about sustainable apparel. Further, materialistic values and consumer knowledge were suggested as significant moderators in the model. The study also confirms a significant relationship among – green perceived value, positive attitude towards sustainable apparel, and intention to purchase sustainable apparel.

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.