全球化形象与环保形象对消费行为意向的影响——基于国际快时尚品牌H&M的案例

全球化与消费主义盛行的时代,过度消费与环境保护之间的矛盾持续存在。消费者在追求物质满足的同时环境意识渐增,而品牌则以全球化形象与环保形象来响应消费者的需求变化。以国际快时尚品牌H&M为研究案例,使用结构方程模型,回收有效问卷265份,采用SPSS 19.0和Lisrel 8.72软件进行分析,探讨跨地方经营背景下,国际快时尚品牌全球化形象与环保形象如何影响中国消费者的消费行为意向。研究发现：① 消费者全球文化身份对品牌全球化形象感知的总影响、品牌全球化感知对国际快时尚品牌消费行为意向的总影响最大,表明全球化与现代性仍然是中国消费者品牌购买行为意向的最重要影响因素。② 消费者环境友好自我身份与品牌环保形象感知对国际快时尚品牌消费行为意向的影响最弱,即自认为具有环境友好自我身份的消费者仍然在支持快时尚品牌,验证了在生产与消费空间分离背景下,国际快时尚品牌塑造品牌环保形象是资本追求利润最大化的品牌经营策略。同时检验中国消费者的身份建构与国际快时尚品牌形象对消费行为意向的影响,有助于理解在国际快时尚品牌跨地方经营过程中供需双方的互动关系及背后的文化地理逻辑,也更加深刻地剖析全球化背景下资本追逐利润最大化过程中的品牌经营环保局限。

Influence of perceived brand globalness and environmental image on consumption intentions: A case study of H&M

As globalization and consumerism is prevalent, there always exist conflicts between consumption and environment. While consumers are in the pursuit of material satisfaction, they also care much about global environment. In response to the demands of consumers, brands built up global image and environmental image to retain their customers and develop new markets. Taking an example of H&M, we collected 265 copies of effective questionnaires, with the aid of SPSS 19.0 and Lisrel 8.72, to examine the impact of fast fashion brand images on consumption behavior intentions of Chinese consumers. The findings are as follows: (1) Global cultural identity plays a critical role in the perceived brand globalness and the perceived brand globalness has the biggest influence on consumption behavior intentions in turn. That means that globalization and modernity are still the most important factors which influence Chinese consumers' brand purchase intention. (2) Pro-environmental self-identity and environmental image of brand has weak influence on Chinese consumers' brand purchase intention of the international fast fashion brand, namely consumers who claim high environmental consciousness still support fast fashion brands which are believed to intensify environmental crisis on the earth. Theoretically, this verifies the fact that with the space separation of production and consumption, international fast fashion brands put efforts on building environmental brand image in order to pursue capital profit maximization. Testing the influence of the identity construction of Chinese consumers and the shape of international fast fashion brand images on consumption behavioral intentions in an integrated model will help to understand the interaction between supply and demand and further reveal the influence of global fashion culture on Chinese consumers and the environmental limitation behind the brand environmental image strategy.