Research On Influencing Factors Of Consumers Attitude Toward Green Garment

On the basis of relevant literature research about lifestyle and consumers’ attitude，drawing on former research results，combined with the characteristics of green garment，tobuild the model of influences about consumers’ attitude toward green garment. And formed thelifestyle scale and consumers’ attitude scale based on previous studies.In the empiricalresearch，In this research，18-45year-old consumers as the main research object? apply thequestionnaires survey methods to obtain the data of consumer lifestyle and consumers’attitude toward green garment. Practical the reliability and validity analysis，factor analysis，cluster analysis，ANOVA，regression analysis and other methods of SPSS，get the followingmain conclusions：(1)lifestyle scale and consumers’ attitude toward green garment scale has good reliabilityand validity? through the factor analysis，cluster analysis，variance analysis and regressionanalysis to veriyf the model of influences about consumers’ attitude toward green garment andrelated assumptions.(2)Onthe whole，consumers’ awareness of characteristics about green garment is also notcomprehensive enough. But in the purchase of clothing，especially when buying clothing suchas underwear，it will be very care about the green environmental protection of the garment，and for those familiar and frequently purchased brand，there will be a high credibility.Moreover， from the attitude，consumers would be willing to buy green garment at higherprices.(3)on the basis of the factor analysis about lifestyle，the respondents can be divided into"good at self-expression faddistnnthe drift of the moderates""careless ease faction""informationnegative pragmatistnnpay attention to life health and health-conscious person " ifve types，there are signiifcant differences in the attitude toward green garment of genres. Among them， the "good at self-expression purist" and "pay attention to life and health-conscious person "these two types consumers are most positive.(4) using regression analysis，consumers’ environmental awareness，the cognition of thecharacteristics about the green garment? the healthy factor? wearing fashionable factor? famousbrand factor，leisure factor of lifestyle have signiifcant positive affect on the green garment.Value price factor and ignoring the information factor of lifestyle was not signiifcant.According to the conclusion of the empirical analysis，from the combination of marketingstrategy of product，price，place，promotion four aspects，combining with the characteristicsof different types of consumers，to gives some suggestions about marketing.