Research On Green Apparel Consumption In Fast Fashion Among U.S. And Chinese College Students And Company's Green Strategy

According to the increasingly prominent environmental problems in the fast fashion, such as quick circle, low quality, and large waste, this paper explored green consumption behavior patterns in fast fashion between Chinese and American college students. Study investigated the effect of the appeal environmental knowledge, environmentalism and materialism on consumer behavior. At the same time it gave suggestions on fast fashions'green strategy, and how to deal with the green trends and changes of consumer demand.On the basis of theory and background research, hypothesis model of fast fashion consumers green consumption behavior has established; through the questionnaire research, SPSS data analysis, and AMOS structure equation research, the hypothesis model has been verified. And the differences of two groups of consumers were found through the comparison of the two groups of students. On the other hand, comparison had been done on the green strategy among the fast fashion company H&M, Inditex and environmental company Patagonia, to find out the shortcoming of fast fashion brands'green strategy and put forward suggestions for its green strategy with the consumer survey model.The study found that the "apparel environmental knowledge" had significant positive influence on the college student consumers'"environmentalism attitude". "Internal environmentalism" had positive significant influence on college students' consumer "decision making" and the "purchase frequency". "External environmentalism" had significant positive influence on the college student consumers'"disposal pattern". "Happy materialism" had significant negative influence on "disposal pattern"; "Success materialism" had significant negative influence on "decision making"; "Central materialism" had significant negative influence on "purchase frequency"Meanwhile through mean comparison, the study found that Chinese college consumers'had higher scores on "decision making", "purchase frequency", " internal environmentalism", "extensive environmentalism", and "happy materialism"; and American college consumers'had higher scores on "disposal patter", "external environmentalism" and "central materialism".According to the shortcoming of fast fashion companies'green strategy, we found there had such problems as start late, huge structure and infirm determination. Our suggestions were enhance design and product to satisfy internal environmentalism; improve supply chain and institute cooperation to satisfy external environmentalism; emphasize public relationship and promote extensive environmentalism. Different market had been laid different emphasis.