| 李喆,史佳卉.面向碳中和和碳达峰的时尚品牌价值影响因素模型构建研究[J].包装工程,2024,(8):242-253. |
| 面向碳中和和碳达峰的时尚品牌价值影响因素模型构建研究 |
| Construction of Fashion Brand Value Influencing Factor Model for Carbon Neutrality and Carbon Peaking |
| 投稿时间：2023-11-16 |
| DOI：10.19554/j.cnki.1001-3563.2024.08.026 |
| 中文关键词: 时尚品牌碳足迹 品牌低碳营销 低碳品牌形象 消费者购买意愿 时尚品牌价值 |
| 英文关键词: fashion brand carbon footprint low-carbon brand marketing low-carbon brand image consumers' purchase intentions fashion brand value |
| 基金项目:北京市高等教育学会2023立项项目课题-高水平特色大学产业学院“双协同”育人机制构建研究(MS2023210);纺织之光教改项目-“中国纺织工业联合会高等教育教学改革研究立项项目”(2021BKJGLX079);北京高等教育“本科教学改革创新项目”(202210012002) |
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| 中文摘要: |
| 目的 研究双碳背景下时尚品牌品牌价值的影响因素，研究重点聚焦在低碳营销、低碳品牌形象与消费者购买意愿之间的关系。方法 首先，梳理出双碳背景下时尚品牌纺织服装产品碳足迹在原材料采购、生产制造和产品销售三个环节所面临的挑战，并分析其成因;其次，根据成因与品牌低碳营销、低碳品牌形象和消费者购买意愿的关系，构建了双碳背景下时尚品牌价值影响因素模型，提出研究假设;最后，运用因子分析、相关性分析和回归分析来验证变量之间的关系，并测试中介效应。结果 品牌低碳营销对低碳品牌形象产生正向影响，同时品牌低碳营销和低碳品牌形象均对品牌价值产生正向影响。消费者购买意愿在品牌低碳营销和低碳品牌形象影响品牌价值中起到部分中介作用。结论 影响时尚品牌价值的主要因素包括品牌的低碳营销策略和低碳品牌形象建设。为实现可持续发展目标，时尚品牌需要在原材料采购、生产制造和产品销售等环节采取低碳措施，积极推行低碳营销策略，塑造具有低碳特色的品牌形象，从而提高品牌价值。本研究对象是时尚品牌中的纺织服装产品，但研究结果也可以在一定程度上适用于奢侈品牌、生活方式品牌及其领域产品。 |
| 英文摘要: |
| The work aims to study the influencing factors of fashion brand values under the dual-carbon background, with a particular focus on the relationship between low-carbon marketing, low-carbon brand image, and consumer purchase intention. Firstly, the challenges faced by fashion brands in the textile and apparel industry in terms of carbon footprint were identified and analyzed with reasons in three stages:raw material procurement, production, and product sales. Secondly, based on the relationship between these challenges and the factors of low-carbon marketing, low-carbon brand image, and consumer purchase intention, a model of influencing factors on fashion brand value under the dual-carbon background was constructed, and research hypotheses were proposed. Finally, factor analysis, correlation analysis, and regression analysis were employed to verify the relationship between variables and test the mediating effects. The results indicated that low-carbon marketing had a positive impact on the formation of low-carbon brand image. Both low-carbon marketing and low-carbon brand image had a positive influence on the brand value. Consumers' purchase intention partially mediated the impact of low-carbon marketing and low-carbon brand image on the brand value. In conclusion, the primary factors influencing the fashion brand value include the brand's low-carbon marketing strategy and the establishment of a low-carbon brand image. To achieve sustainable development goals, fashion brands need to adopt low-carbon measures in raw material procurement, production, and product sales, actively implement low-carbon marketing strategies, and shape a brand image with low-carbon characteristics in order to enhance the brand value. Although this research focuses on textile and apparel products within the fashion brand context, the findings can also be applied to a certain extent to luxury brands, lifestyle brands, and their respective product domains. |
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