Research on Green Clothing Consumption Behavior of Urban

Residents Based on Structural Equation Model:

Take Beijing Residents as an Example

Jia Shi

and Jun Ning

2,* b

School of Business, Beijing Institute of Fashion Technology, Beitucheng East Road, Taiyanggong Town, China

Beijing Philosophy and Social Sciences Capital Costume Culture and Clothing Industry Research Base,

Beijing Institute of Fashion Technology, Beitucheng East Road, Taiyanggong Town, China

Keywords: Structural Equation Model, Clothing Green Consumption, Cognition, Attitude, Intention, Behavior.

Abstract: In order to promote green clothing consumption and help achieve the goal of "carbon peak" and "carbon

neutrality", based on 1005 questionnaires and combined with the theory of planned behavior, SPSS19.0 and

AMOS23.0 software were used to build a structural equation model to explore the correlation between

cognition, attitude, willingness and behavior of green clothing consumption in Beijing and the moderating

factors. The results show that consumers' cognition of green clothing consumption will have a positive and

significant impact on their consumption attitude, and then have a significant impact on their consumption

intention, and finally affect their consumption behavior. Women, those with lower age and education level,

unmarried, non-state-owned occupation, high family income or small family size have a significantly higher

impact on the attitude of green clothing consumption cognition than other groups. Women, people with

higher education level, higher family income or smaller family size have a significantly higher impact on

green clothing consumption attitude than other groups. The influence of green clothing consumption

intention on behavior of older people is significantly lower than that of other groups. The government

should strengthen the dissemination of green clothing consumption knowledge, enterprises should carry out

differentiated publicity, improve technology, and consumers should cultivate green clothing consumption

habits.

https://orcid.org/0000-0003-3492-6576

https://orcid.org/0000-0002-7728-9071

1 INTRODUCTION

At the 75th session of the United Nations General

Assembly, China announced that it would strive to

reach a carbon peak by 2030 and become carbon

neutral by 2060. The "double carbon" goal was later

written into the "14th Five-Year Plan", which has

become a hot spot of social concern. The textile and

apparel industry is the second most polluting

industry in the world after the oil industry. How to

reduce its negative impact on the environment,

achieve green development and help achieve the

"double carbon" goal has gradually become the

focus of research. The green development of the

garment industry depends not only on materials,

design and production (Dong, 2018), but also on

consumers and their intension, behavior and habits

(Ning, 2022).

Up to now, there is little research on green

clothing consumption. It mainly focuses on the

following aspects: First, the research on green

clothing consumption behavior (Wang,2018), which

believes that the process of green clothing

consumption behavior includes three stages:

purchase, use, disposal and abandonment. The

second is the research on the influencing factors of

green clothing consumption intention (Zhang, 2013),

which believes that factors such as customer

perceived value will have an impact on consumption

intention. The third is related research on cognition

and attitude of green clothing consumption (Sui,

2013), which holds that consumers' cognition,

116

Shi, J. and Ning, J.

Research on Green Clothing Consumption Behavior of Urban Residents Based on Structural Equation Model: Take Beijing Residents as an Example.

DOI: 10.5220/0012026700003620

In Proceedings of the 4th International Conference on Economic Management and Model Engineering (ICEMME 2022), pages 116-126

ISBN: 978-989-758-636-1

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

attitude and lifestyle of green clothing consumption

will have an impact on their consumption behavior.

According to the viewpoint of psychological and

behavioral science, consumers' cognition of things

will affect their attitude, thus affect their

consumption intention and finally affect their

consumption behavior. Therefore, this paper uses

structural equation model to analyze the cognition,

attitude, willingness and behavior of different

consumer groups in Beijing on green clothing

consumption, and explores the influence path of

green clothing consumption, so as to promote the

concept of green clothing consumption and promote

the green development of the clothing industry.

2 THEORETICAL FOUNDATION

AND HYPOTHESIS TESTING

Existing studies show that cognition, as a kind of

psychological variable, will have an impact on

consumer behavior (Zeng,2009). and consumers'

understanding of the characteristics of green

clothing will have a significant impact on their

consumption attitude, thus affecting their behavior.

So to come up with a hypothesis.

H1: Consumers' clothing green consumption

cognition will affect their attitude toward green

clothing consumption. The more full the cognition,

the higher the impact.

According to the theory of planned behavior,

attitude influences intention and thus determines

behavior (Ajzen, 1997). Green consumption attitude

is an important factor to promote consumers' green

consumption behavior. The more positive the

attitude, the stronger the intention of green

consumption. Therefore, the hypothesis was put

forward:

H2: Consumers' clothing green consumption

attitude will affect their clothing green consumption

intension. The more positive the attitude, the higher

the impact.

Existing research shows that positive attitudes do

not equal positive behavior, and consumer behavior

does not always reflect their preferences. Generally

speaking, the actual behavior of people is the

concrete implementation of their behavioral

intention. The stronger the intension of consumers to

consume green clothing, the more likely they are to

carry out green clothing consumption behavior

(Liang, 2020). Based on this, this paper puts forward

the following hypotheses:

H3: Consumers' clothing green consumption

intension will affect their green clothing consump-

tion behavior. The stronger the intension, the higher

the impact.

Existing studies have shown that individual

characteristics such as gender, age and marital status

have a significant impact on consumption behavior

(Wang, 2008). Therefore, the hypothesis is put

forward:

H4: Individual characteristics have a moderating

effect on the relationship between clothing green

consumption cognition and clothing green consump-

tion attitude.

H5: Individual characteristics have a moderating

effect on the relationship between clothing green

consumption attitude and clothing green consump-

tion intention.

H6: Individual characteristics have a moderating

effect on the relationship between green clothing

consumption intention and green clothing consump-

tion behavior.

The logical framework is shown in Figure 1.

Figure 1: Logical framework diagram (Owner-draw).

3 STUDY DESIGN

3.1 Scale Design

The questionnaire was divided into five parts

including cognition, attitude, intention, behavior and

individual characteristics of green clothing

consumption, with a total of 36 items. The

respondents were asked to fill in the degree of

agreement with the four potential variables of

cognition, attitude, willingness and behavior of

green clothing consumption, which included 29

Research on Green Clothing Consumption Behavior of Urban Residents Based on Structural Equation Model: Take Beijing Residents as an

Example

117

measurement items. Individual characteristics

include gender, age, highest education level, marital

status, occupation, monthly household income and

resident population. C1, C3, A1, BIA1, BWU1 and

BDP1 are reverse design topics, which will be

reversed in subsequent analysis, as shown in Table 1

for details. Maintaining the Integrity of the

Specifications.

Table 1: Measurement variables and measurement contents.

Latent variables s

mbol Measurin

ite

Green

Clothing

Consumption

Cognition

R- I know very little about the negative environmental impact of

the

roduction and use of clothin

C2 I can correctl

identif

the environmental lo

o on the clothin

R- I am not in the habit of checking the environmental labels on

the han

s when sho

for clothin

C4 I believe in the

reen label of clothin

manufacturers.

Green

Clothing

Consumption

Attitude

R- I think protecting the environment, saving energy and reducing

emissions is the responsibility of the government and enterprises,

which has little to do with me.

When I go shopping in the supermarket, I bring my own shopping

In order to protect the environment, I am willing to give up some

ersonal interests and convenience of life.

I will take the initiative to promote environmental knowledge and

skills to m

friends and famil

Green Clothing Consumption Intention

Material

Environmental

Protection

IMR

When buying clothes, I prefer brands that use materials that have

little impact on the environment (e.g., organic cotton; Avoid using

harmful chemicals in production, etc.).

Packaging

Environmental

Protection

IPK

When I buy clothes, I prefer a brand that tests the materials used in

the packaging.

Production

Environmental

Protection

IPD1

When shopping for clothing, I prioritize brands that provide

environmental guidance to outsourced manufacturers: legal

uirements, best

ractices, etc.

IPD2

When I buy clothes, I prefer brands that use less water in the

roduction process.

IPD3

When I buy clothing, I prefer brands that reduce the production of

solid textile waste.

IPD4

When I buy clothing, I prioritize brands that encourage suppliers

to continuously improve their environmental performance (e.g.,

reduce water and energy use, reduce solid waste).

Transport

Environmental

Protection

ITP

When I'm shopping for clothing, I prefer brands that are

environmentally friendly transportation companies.

Green Clothing Consumption Behavior

Search for

Information

BIA1

R-I do not pay attention to the environmental information related

to the

roduction, wear and use of clothing, waste disposal, etc.

BIA2

I will actively search and query the environmental protection

information related to clothing production, wearing, use and

disposal.

Products to Buy

BP1 I alwa

s bu

a lot of clothes and en

sho

BP2 I usuall

smaller

uantities of clothes that last lon

er.

Products Use

BWU1

R- I like to wear new clothes, and I don't wear the clothes I already

have for more than a few times.

BWU2 I tr

to wear as much of what I have.

Products Care

BPC1

I try to reduce the frequency of washing and ironing without

affecting my clothes.

BPC2 When using the washing machine, I let it work at full capacit

BPC3

When using the washing machine, I use a moderate amount of

detergent to wash at a low temperature.

Waste Disposal

BDP1

R- I throw old clothes I'm sure I don't want in the trash。

BDP2 For outdated or partially damaged clothes, I will do it myself or

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take them to a chan

e sho

for modification and reuse.

BDP3

I give my old clothes directly to relatives, friends or people I

know.

BDP4 I

et involved in all sorts of old clothes drives.

BDP5 I put my old clothes in the recycling bin.

Demographic

Variables

GEND Gende

AGE Age

HEDU The hi

hest record of formal schoolin

MS Marital status

OCC Occu

ation

FMI Monthly household income

PRN The population of permanent residents

3.2 Research Object and Sample

Structure

A total of 1108 questionnaires were collected

through a combination of online and offline

research. There were 1005 valid questionnaires. The

basic characteristics of the interviewees are shown in

Table 2. The respondents were mainly female, with

629 females (62.6%) and 376 males (37.4%). The

respondents are mainly young and middle-aged, with

the majority aged 0-44 years old, ac-counting for

82.7% in total. The sample over 55 years old is less

(only 2.7%). Most of the respondents had a

bachelor's degree or above, accounting for 73%. A

similar proportion of respondents were unmarried

and married; A high proportion of respondents are

students (29.4%), professional and technical

personnel (16.5%), office personnel and related

personnel (13.0%) and commercial and service

personnel (12.6%). The monthly household income

of the respondents is concentrated in the range of

10,000 to 39,000 yuan, accounting for 57.1% of the

total, basically in line with the reality of Beijing. The

family size of the respondents is mainly 3 to 4

people, which is in line with the basic composition

of Chinese families at this stage. Generally speaking,

the social demographic characteristics of the

respondents are basically in line with the basic

characteristics of clothing consumer groups, and the

data have certain reliability.

Table 2: Basic statistics of the survey sample.

Statistical Indicators Classification Indexes Number of Samples The Percent-age %

Gender

Male 376 37.4

Female 629 62.6

Age

e 24 and unde

354 35.2

25 to 44 477 47.5

45 to 54 147 14.6

e 55 and olde

27 2.7

The Degree of Education

h school/Technical school and below 154 16.3

Junior Colle

e/Vocational Colle

e 117 11.7

University degree 505 49.7

Master degree or above 229 22.3

Marital status

Unmarrie

484 48.3

Marrie

499 49.3

Divorce

22 2.4

Occupation

Staff of state-owned units 90 8.7

Professional and technical personnel 164 16.5

Officials and related personnel 132 13.0

Business and service personnel 122 12.6

Agricultural, forestry, animal husbandry,

fishing, water industry production

ersonnel

17 1.7

Production and transportation equipment

operators and related personnel

26 2.5

Police and militar

81.0

Freelance

60 5.9

Self-em

ed, small stall owners 31 3.1

Research on Green Clothing Consumption Behavior of Urban Residents Based on Structural Equation Model: Take Beijing Residents as an

Example

119

Other occupations inconvenient to

classif

27 2.5

Students 296 29.4

Retired

ersons 19 1.8

Unemploye

13 1.2

Monthly household

income

10000 the following 296 29.7

10,000 to 39,000 574 57.1

40,000 to 79,000 96 9.4

80,000 and above 39 4.3

The population of

permanent residents

1 to 2 146 14.4

3 to 4 726 72.3

3.3 The Reliable Test

Cronbach's Alpha coefficient is often used as the

measurement standard for the validity of test data. A

value between 0.7 and 0.98 indicates good

reliability, and a value lower than 0.35 must be

rejected (Wang,2021). This paper conducted validity

analysis with the help of SPSS19.0 software, and the

results are shown in Table 3. The overall Cronbach's

Alpha coefficient of the scale was 0.865, and the

coefficient values of each dimension were 0.539,

0.548, 0.964 and 0.665, respectively, indicating that

the scale items need to be further purified.

Therefore, this study conducted variance

homogeneity test to find out and delete items whose

product difference correlation coefficient (CITC)

between a single questionnaire item and other items

of the scale did not reach the consistency level.

According to the empirical results in Table 4, the

CITC values of C4, A2, BIA1, BP1, BWU1 and

BDP1 in the initial question items are low, so they

need to be deleted. After the re-analysis and test,

Cronbach's Alpha values were all greater than 0.7,

except for the cognition of clothing green

consumption, which were improved compared with

the empirical results before the deletion of six

questions. The overall Cronbach's Alpha coefficient

was 0.884, showing high reliability. The results after

the purification and deletion of items are shown in

Table 4. Finally, there were 3 items to measure the

cognition of green clothing consumption, 3 items to

measure the attitude of green clothing consumption,

7 items to measure the willingness of green clothing

consumption, and 10 items to measure the behavior

of green clothing consumption.

Table 3: Reliability analysis results of the scale.

Subscales

Cronbach's

ha Coefficient

Observed

variables

CICT

Overall α coefficient after

deletin

this item

Green Clothing

Consumption

Cognition

0.865

0.539

C1 0.457 0.348

C2 0.457 0.345

C3 0.256 0.533

C4 0.154 0.588

Green Clothing

Consumption

Attitude

0.548

A1 0.327 0.484

A2 0.120 0.738

A3 0.513 0.357

A4 0.543 0.321

Green Clothing

Consumption

Intention

0.964

IMR 0.769 0.966

0.832 0.961

IPD1 0.897 0.956

IPD2 0.896 0.956

IPD3 0.914 0.955

IPD4 0.914 0.955

ITP 0.881 0.957

Green Clothing

Consumption

Behavior

0.665

BIA1 0.094 0.677

BIA2 0.332 0.641

BP1 0.104 0.674

BP2 0.183 0.662

BWU1 0.202 0.659

BWU2 0.445 0.631

BPC1 0.430 0.627

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BPC2 0.257 0.652

BPC3 0.397 0.634

BDP1 0.035 0.687

BDP2 0.410 0.628

BDP3 0.345 0.639

BDP4 0.504 0.616

BDP5 0.355 0.637

Table 4: Post item reliability analysis scale.

Subscales

Cronbach's Alpha

Coefficient

Observed variables CICT

Overall α coefficient

after deletin

this ite

Clothing Green

Consumption Cognition

0.884

0.588

C1 0.510 0.319

C2 0.357 0.545

C3 0.335 0.583

Clothing Green

Consumption Attitude

0.738

A1 0.463 0.770

A3 0.633 0.573

A4 0.602 0.604

Green Clothing

Consumption Intention

0.964

IMR 0.769 0.966

0.832 0.961

IPD1 0.897 0.956

IPD2 0.896 0.956

IPD3 0.914 0.955

IPD4 0.914 0.955

ITP 0.881 0.957

Green Clothing

Consumption Behavior

0.745

BIA2 0.272 0.743

BP2 0.255 0.744

BWU2 0.383 0.728

BIPC1 0.488 0.712

BPC2 0.325 0.736

BPC3 0.455 0.718

BIDP2 0.485 0.711

BDP3 0.448 0.717

BIDP4 0.557 0.701

BDP5 0.407 0.726

3.4 Validity of the Test

Exploratory factor analysis was used to test the

validity of the model. As shown in Table 5, The

KMO value was 0.923, indicating that the sample

size was sufficient, the correlation between each

item was strong, and there were potential common

factors. In addition, it passed the Bartlett test at the

level of 0.001, which proved that the validity was

good.

Table 5: KMO and bartlett's test results.

Kaiser-Meyer-Olkin

0.923

Bartlett's test for sphericity

The approximate chi-square

12241.099

253

Sig.

0.000

3.5 Goodness-of-fit Test

The questionnaire data were substituted into the

hypothesis model for the fit-ting test of the structural

equation model. It can be seen from Table 6 that all

indicators are at a good fit level, indicating that the

model and survey data have a high fitting effect and

a good reliability of the model.

Research on Green Clothing Consumption Behavior of Urban Residents Based on Structural Equation Model: Take Beijing Residents as an

Example

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Table 6: Structural equation model fit index and results.

Statistical

indicators

The judgment

standard

value

Fitting

evaluation

/df

3-5

4.972

Ideal

RMSEA

<0.5

0.063

Approach

NFI

>0.9

0.909

Ideal

GFI

>0.9

0.926

Ideal

CFI

>0.9

0.925

Ideal

IFI

>0.9

0.926

Ideal

TLI >0.9

0.917

Ideal

4 RESULTS AND ANALYSTS

4.1 Influence Path Analysis

After goodness-of-fit and validity tests, hypothesis

H1-H3 was tested by structural equation model, and

the path analysis results were shown in Figure 2.

Ellipses are latent variables, rectangles are explicit

variables and circles are residuals. The number on

the arrow pointing to each explicit variable of latent

variable indicates the standardized factor loading

coefficient.

Figure 2: Structural equation model path analysis results (Owner-draw).

The estimation results of structural equation

model are shown in Table 7. The standardized path

coefficient of clothing green consumption cognition

toward attitude is 0.204, and the standardized path

coefficient of clothing green consumption intention

toward behavior is 0.440, both of which pass the test

at the significance level of 0.001. And dress green

consumption attitude to the will of the standardized

path coefficient was 0.141, and under the

significance level of 0.01 through inspection,

hypothesis H1, H2, H3, clothing green consumption

cognition of consumers more fully, the clothing

green consumption attitude more positive, clothing

green consumption desire more intense, the more

likely it is practice clothing green consumer

behavior.

Table 7: Estimation Results of Structural Equation Model

Hypothesis

H1: Green Clothing

Consumption Cognition→

Clothing Green Consumption

Attitude

H2: Green Clothing

Consumption Attitude→

Green Clothing Consumption

Intention

H3: Green Clothing

Consumption Intention→

Green Clothing Consumption

Behavio

Esti-mate 0.204 0.141 0.44

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S.E. 0.048 0.049 0.035

C.R. 4.281 2.856 12.511

P *** ** ***

Conclu-sion su

ort su

ort

a. p<0.001 (***), p<0.01 (**), p<0. 05 (*)

4.2 Analysis of Moderating Effect

Gender, age, education level, marital status,

occupation, family monthly income and family size

were selected as moderating variables. AMOS23.0

software was used to test the applicability of the

model under different sample groups by multi-group

structural equation model. The results are shown in

Table 8.

Table 8: The Moderating Effect Test Results of Individual Characteristics.

Individual characteristics

The path

C→A A→I I→B

Gender

Male 0.195

0.018 0.463

***

Female 0.203

0.172

0.429

***

Age

Low

(below45)

0.175

***

0.106

0.487

***

High

(45 and above)

0.266

0.157 0.250

The degree of

education

Low

(junior college/

higher vocational

education and below

)

0.449

0.027 0.419

***

High

(bachelor's degree and

above)

0.132

0.167

0.449

***

Marriage status

Unmarrie

0.228

0.049 0.483

***

Marrie

0.122

0.131

0.379

***

Occupa-tion

State-owne

0.136 0.230 0.375

***

Non-state 0.187

***

0.097 0.443

***

Income

Low

(less than 15,000 yuan)

0.085 0.001 0.449

***

High(15,000 yuan or

more)

0.245

***

0.215

0.430

***

Family size

Big

(

4 or less

)

0.215

***

0.149

0.431

***

Small

(

5 or more

)

0.082 -0.075 0.503

***

a. p<0.001 (***), p<0.01 (**), p<0. 05 (*)

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4.2.1 Gender Moderating Effect Test

In the path of clothing green consumption cognition

to attitude, both groups passed the test at 0.01

significance level, and the standardized path

coefficient of women (0.203) was higher than that of

men (0.195), indicating that women consumers'

clothing green consumption cognition was more

likely to affect their attitude. In the path from

clothing green consumption willingness to behavior,

both groups passed the test at the significance level

of 0.001, and the standardized path coefficient of

men (0.463) was higher than that of women (0.429),

indicating that compared with female consumers,

Research on Green Clothing Consumption Behavior of Urban Residents Based on Structural Equation Model: Take Beijing Residents as an

Example

123

men are more likely to take action after having

clothing green consumption intension.

4.2.2 Age Moderating Effect Test

In the path of clothing green consumption cognition

to attitude, the low age group and the high age group

passed the test at the significance level of 0.001 and

0.01 respectively, indicating that compared with the

old, the clothing green consumption cognition of the

younger consumers is more likely to affect their

consumption attitude.

4.2.3 Education Moderating Effect Test

In the path from attitude to intention of green

clothing consumption, the group with high education

level passes the test at the significance level of 0.01,

while the group with low education level fails the

test. It can be seen that the attitude of green clothing

consumption of consumers with high education is

more likely to affect their intention. In the path of

green clothing consumption intention to behavior,

both groups passed the test at the significance level

of 0.001, and the standardized path coefficients were

0.419 and 0.449. It indicates that consumers with

high education level are more likely to convert their

green clothing consumption intention into behavior.

4.2.4 Marriage Moderating Effect Test

In the path from willingness to green clothing

consumption to behavior, both unmarried group and

married (or formerly married) group passed the test

at the significance level of 0.001, and the standard

path coefficients were 0.483 and 0.379, respectively.

This indicates that the green clothing consumption

intention of married consumers is more likely to

change into green clothing consumption behavior.

4.2.5 Occupation Moderating Effect Test

In the path from intention to behavior of green

clothing consumption, both state-owned group and

non-state-owned group pass the test at the

significance level of 0.001. The standard path

coefficients of state-owned property group and non-

state-owned property group are 0.375 and 0.443,

respectively. This indicates that consumers with

non-state-owned occupation are more likely to

change their green clothing consumption intention

into green clothing consumption behavior than those

with state-owned occupation.

4.2.6 Income Moderating Effect Test

In clothing green consumption cognition to the

attitude and clothing green consumption attitude to

the willingness of the two paths, high-income groups

in 0.001 and 0.01 respectively through the test, at the

same level of significance of low-income group has

not been through the inspection, visible, high-

income consumers are more likely to affect the

garment green consumption attitude and clothing

green consumption attitude also are more likely to

affect their clothing green consumption desire. In the

path of green clothing consumption intention to

behavior, both the low-income group and the high-

income group pass the test at the significance level

of 0.001. The standardized path coefficients of low

income group and high income group were 0.449

and 0.430, respectively. This indicates that

consumers with lower family income are more likely

to change their green clothing consumption intention

into green clothing consumption behavior.

4.2.7 Family Size Moderating Effect Test

In clothing green consumption cognition to the

attitude and clothing green consumption attitude to

the willingness of the two paths, the small family

size set at 0.001 and 0.01 respectively through the

test, at the same level of significance has not been

large-scale group through the inspection, visible,

family population less consumer's clothing green

consumption attitude and green consumption

cognition are more likely to affect dress Green

clothing consumption attitude is also more likely to

affect their green clothing consumption intention. In

the path from willingness to green clothing

consumption to behavior, both the small family size

group and the large family size group pass the test at

the significance level of 0.001. The standardized

path coefficients of small family size group and

large family size group were 0.431 and 0.503,

respectively. This shows that consumers with more

family members are more likely to change their

green clothing consumption intention into behavior.

5 CONCLUSIONS

5.1 Conclusions

5.1.1 Transmission Mechanism of Green

Clothing Consumption

Green clothing consumption cognition has a

significant impact on consumption attitude, and

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124

green clothing consumption attitude has a significant

impact on consumption intention, and thus on green

clothing consumption behavior.

5.1.2 Individual Characteristics Will Have

an Impact on Green Clothing

Consumption

Consumer's gender, age, education level, marital

status, occupation, family income and family size

have moderating effects on some paths. Female,

younger, less educated, unmarried, non-state-owned

occupation, higher family income or smaller family

size consumers have a significantly higher impact on

their attitude toward green clothing consumption

than other groups. Consumers with female, higher

education level, higher family income or smaller

family size have a significantly higher impact on

willingness of green clothing consumption attitude

than other groups. However, the influence of green

clothing consumption intention on behavior of older

people is significantly lower than that of other

groups.

5.2 Suggestions

5.2.1 The Government Should Strengthen

the Popularization of Green Clothing

Consumption Knowledge

The government should disseminate knowledge

related to green clothing consumption from the

perspective of consumers, so as to help consumers

grasp more relevant information subtly and enhance

their enthusiasm and love for green clothing, so as to

have a positive effect on the willingness of green

clothing consumption behavior and then take

corresponding actions.

5.2.2 Enterprises Should Carry Out

Alienation Propaganda and Green

Transformation

Companies need to differentiate their publicity and

marketing to different groups, especially consumers

who are female, married, better educated and have

higher household incomes. Improve consumers'

attention to green clothing, improve their

consumption attitude, and then promote their green

clothing consumption willingness and behavior. In

addition, the environmental protection of materials,

packaging, production and transportation that

consumers are concerned about should be further

improved. Efforts should be made to achieve the

green development of the whole industrial chain, do

a good job in carbon footprint certification and data

visualization, and promote the realization of carbon

peak and carbon neutrality in the industry.

5.2.3 Consumers Should Cultivate Green

Clothing Consumption Habits

Consumers should start from themselves,

consciously choose to clean clothes in a way that

reduces resources and energy consumption, do a

good job in recycling and recycling waste clothes,

cultivate their own green clothing consumption

habits, and form a green and low-carbon lifestyle.

ACKNOWLEDGEMENTS

Thanks for the support of the key programs of

Beijing Social Science Foundation (19JDGLA010),

the postgraduate teaching quality improvement

program (120301990132), and the postgraduate

innovation program (120301990131) of Beijing

Institute of Clothing Technology.

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