| Fashion waste and its environmental pollution are more notable;this industry has been listed as the second most polluting ones in the world.The use of large amounts of natural resources in the production of textile and garment,the environmental impact causes by textile dyeing pollutants and social issues in the supply chain increased consumption-related environmental concerns of consumers.Natural resources overexploitation and environmental problem became more common and apparent;hence sustainability development has been incorporated in government policy and it is a future global consumption pattern.This research is supported by consumer behavior-related theories,with Chinese and French consumers as the research model,and sustainable clothing industry as the research key idea to figure out the factors influencing consumers’ sustainable fashion purchase decision-making behavior.Through a survey and the analysis of data,reflects the influencing factors of Chinese and French consumers’ consumption behavior in the cultural background,to better understand their demands about sustainable clothing and identifying their buying motivation.There are five chapters in this paper: the first one is the research background paper.Through analyzing the economic background of France and China and the study of the consumption behavior of both countries,this research will promote a sustainable development strategy for clothing companies in these two countries.The second part is the literature review and analysis of the factors influencing consumer behavior.The third part introduces the characteristics of sustainable clothing consumption behaviors of Chinese and French consumers.The fourth part is the empirical study of consumers environmental knowledge and sustainable fashion consumption behavior in order to better understand the different factors affecting their purchase decision.The last part will conclude the paper and highlight the shortcomings of this thesis. |
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