基于跨理论模型的服装可持续消费行为研究

doi:10.13475/j.fzxb.20210200808

Abstract

Abstract:

In order to understand clothing sustainable consumption behavior, transtheoretical model was introduced into the field of sustainable consumption behavior. Through questionnaire survey, this paper employed variance analysis, correlation analysis and descriptive statistics to explore the relationship among the stage of change, the process of change, decision balance and self-efficacy of clothing sustainable consumption behavior, and analyzed the sustainable consumption needs of consumers in different change stages. The results indicated that clothing sustainable consumption behaviors can be divided into four stages including pre-contemplation, contemplation, preparation, and action and maintenance.The development of change stage needs to go through different change processes. Furthermore, pre-contemplation and contemplation stages mainly correspond to the change process of cognitive emotion level as well as preparation and action and maintenance stages mainly correspond to the change process of behavior level. In addition, the perceived benefits and self-efficacy of consumers for sustainable consumption of clothing should continue to improve, and the perceived barriers remain unchanged.

Key words: sustainable clothing consumption, transtheoretical model, decision balance, self-efficacy

CLC Number:

TS941.12

HE Lin, CHEN Lihong, DING Xuemei. Research on clothing sustainable consumption behavior based on transtheoretical model[J].Journal of Textile Research, 2021, 42(11): 143-150.

Figures/Tables 8

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References 37

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跨理论模型组成部分	研究问题	研究假设
变化阶段	消费者服装可持续消费的认知和态度有哪些变化	消费者可持续消费行为存在不同阶段,且不同阶段中消费者对服装可持续消费的认知和行为状态不同
变化过程	消费者服装可持续消费认知与行为变化是如何发生的	不同变化阶段对应的变化过程不同,前意向与意向阶段主要对应认知情感过程,准备、行动与维持阶段主要对应行为过程
决策平衡	消费者服装可持续消费认知和行为为何发生变化	随着感知利益不断增加,感知障碍不断减少,消费者服装可持续消费行为变化阶段不断向前推进
自我效能	消费者服装可持续消费认知和行为为何发生变化	随着自我效能不断加强,变化阶段不断向前推进

因子	维度	克朗巴哈系数	组合信度 (CR)	KMO值	平均提取方差(AVE)
变化阶段	前意向	0.847	0.870	0.928	0.626
	意向	0.872	0.884		0.658
	准备	0.895	0.884		0.656
	行动与维持	0.964	0.958		0.769
变化过程	提高认识	0.929	0.822	0.958	0.606
	情感唤起	0.828	0.801		0.578
	自我再评价	0.855	0.824		0.620
	环境再评价	0.894	0.842		0.641
	社会解放	0.871	0.813		0.593
	解放与替代	0.952	0.880		0.552
	刺激控制	0.879	0.785		0.552
	强化管理	0.835	0.757		0.510
	帮助关系	0.915	0.835		0.628
决策平衡	感知利益	0.902	0.925	0.779	0.754
决策平衡	感知障碍	0.727	0.821	0.779	0.539
自我效能	自我效能	0.950	0.957	0.913	0.689

维度名称	因子载荷	维度名称	因子载荷
前意向	0.836	解放与替代	0.725
	0.815		0.728
	0.728		0.810
	0.782		0.673
意向	0.849		0.725
	0.885		0.788
	0.845	刺激控制	0.845
	0.643		0.732
准备	0.747		0.638
	0.838	强化管理	0.671
	0.819		0.754
	0.833		0.814
行动与维持	0.922	帮助关系	0.764
	0.934		0.821
	0.932		0.791
	0.606	感知利益	0.824
	0.896		0.882
	0.905		0.881
	0.897		0.885
提高认识	0.810	感知障碍	0.831
	0.763		0.575
	0.761		0.683
情感唤起	0.896		0.818
	0.727	自我效能	0.764
	0.634		0.811
自我再评价	0.887		0.802
	0.529		0.805
	0.891		0.856
环境再评价	0.817		0.843
	0.736		0.820
	0.845		0.857
	0.721		0.882
社会解放	0.780		0.859
	0.806

变化阶段	占比/%
前意向阶段	10.5
意向阶段	31.4
准备阶段	13.0
行动与维持阶段	45.1

变化过程	变化阶段				F值
变化过程	前意向	意向	准备	行动与维持	F值
CR	2.74±0.94	3.75±1.18	4.21±1.01	4.61±0.93	26.712^①
DR	2.42±0.94	3.44±0.95	3.67±0.93	4.21±1.06	24.910^①
SR	2.49±0.97	3.63±0.78	3.92±1.17	4.45±0.94	34.252^①
ER	2.85±0.99	4.12±0.97	4.39±1.00	4.78±0.94	28.739^①
SL	2.88±1.12	3.77±0.80	4.21±1.07	4.52±0.91	25.407^①
LC	2.69±0.94	3.86±0.65	4.32±0.88	4.86±0.85	58.245^①
SC	2.59±1.02	3.34±0.89	3.74±1.08	4.25±1.05	24.657^①
CM	2.60±0.88	3.68±0.75	4.03±0.83	4.40±0.88	35.201^①
HR	2.40±0.92	3.22±0.91	3.67±1.01	4.24±1.10	29.484^①

Research on clothing sustainable consumption behavior based on transtheoretical model

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变化过程	Pearson相关性				显著性
变化过程	前意向阶段	意向阶段	准备阶段	行动与维持阶段	显著性
CR	-0.414^**	0.579^**	0.537^**	0.437^**	0.000
DR	-0.457^**	0.569^**	0.522^**	0.453^**	0.000
SR	-0.397^**	0.590^**	0.556^**	0.488^**	0.000
ER	-0.397^**	0.648^**	0.464^**	0.378^**	0.000
SL	-0.369^**	0.561^**	0.525^**	0.425^**	0.000
LC	-0.485^**	0.710^**	0.631^**	0.590^**	0.000
SC	-0.254^**	0.474^**	0.593^**	0.529^**	0.000
CM	-0.346^**	0.556^**	0.576^**	0.495^**	0.000
HR	-0.284^**	0.482^**	0.578^**	0.578^**	0.000

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