Research On College Students’ Clothing Consumption Behavior Based On Green Marketing

The global ecological environment continues to deteriorate,climate change,frequent disasters,which not only affects people’s health and also threatens the survival of mankind.Countries around the world have seen the seriousness of environmental problems,so many measures have been taken.Among them,the Chinese government put forward the green development as one of the five concepts in the fifth Plenary Session of the 18 th CPC Central Committee,and further improve the green index in the 13 th Five-Year Plan.In this situation,the green marketing theory gradually penetrate all walks of life,but also attracted the attention of the fashion industry.The green marketing of clothing enterprises can meet the needs of today’s consumers,which is conducive to the unification of enterprises and society,economy and environment.It is also beneficial to the development of green economy and the construction of environment-friendly society.In China,the clothing enterprise green marketing is relatively few,its development is relatively slow.However,the development of green garment enterprises will be a trend of the future,so based on the green marketing of college students clothing consumer behavior research,has some research significance,will provide green garment enterprises for reference.This article elaborates the research background of this article from five aspects: the global environment is grim,the green development is the national policy,the textile and garment industry is polluted seriously,the green marketing is the development opportunity of the clothing enterprise and the green product is the consumer demand.Secondly,this paper studies the relevant theories of the clothing consumption behavior of college students based on the green marketing,and systematically summarizes them from the three aspects of green marketing,consumption behavior and green consumption behavior,laying a theoretical foundation for the subsequent research..Thirdly,this paper constructs the model of college students’ consumptionbehavior of green clothes by referring to the related research achievements of domestic and foreign scholars and combining the characteristics of green clothes and college students.This model is composed of 13 variables in three aspects: individual factor,psychological factor and green marketing factor,and makes theoretical hypotheses and hypotheses for each variable.Based on the former scale,the results of depth interview and the characteristics of this study,Develop an initial questionnaire.In addition,through pre-research,adjust the questionnaire to form a formal questionnaire.Then,this article takes the university students who are studying in Zhejiang Province as the object,makes the empirical research,and obtains the related data through the questionnaire survey way.The SPSS statistical software was used to analyze and discuss the data,and the theoretical model and hypothesis were verified by reliability analysis,validity analysis,exploratory factor analysis,descriptive analysis,single factor analysis of variance and correlation analysis.In the investigation of college students’ psychological factors and green clothing related factors,college students have higher willingness to buy green clothes,but their purchasing power is weak;their attention to environmental labeling is not high,they are able to identify green clothing,but their green clothing cognition level is not high;they have a high sense of environmental responsibility,can accept low level green premium;main reasons for college students to buy green clothing is safe and healthy.In the circular economy consumption concept research,college students are more willing to old clothes recycling and purchase reuse,recovery or regeneration clothing.In the investigation of the elements of clothing purchase,the main way for college students to obtain clothing information is shopping,WeChat,micro-blog,TV ads and other web portals;the main channels for the purchase of clothing are shops,oneline shops and specialty stores;The main focus of the clothing attributes are quality,comfort,fabric and style;its preferred style of clothing for casual free nature,leisure sports,concise and plain elegant type.In the analysis of the factors of green marketing,the attributes of green clothes affect the purchase of college students;the students hold positive attitudes towards the green certification of clothing;the price,promotion,green brand and corporate image affect the green purchase of college students;green clothing sales channel is not smooth.In the analysis of correlation andone-way ANOVA,besides the price,green clothing cognition,environmental responsibility,product,green certification,promotion,green brand,corporate image and availability are related to green clothing consumption behavior of college students;except gender,the grade,specialty,purchasing power and green clothing consumption behavior of college students does not have a significant impact.Finally,based on the above data,the paper puts forward suggestions for the green marketing of clothing brand from five aspects: green clothing brand positioning,green clothing price strategy,green propaganda interactive communication,green channel distribution channel and shaping enterprise green image.