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

doi:10.11821/dlxb201704011

摘要/Abstract

摘要：

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。

关键词: 快时尚品牌, 全球化形象, 环保形象, 品牌认同

Abstract:

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.

Key words: fast fashion, perceived brand globalness, environmental image, brand identity

刘博, 朱竑. 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[J]. 地理学报, 2017, 72(4): 699-710.

Bo LIU, Hong ZHU. Influence of perceived brand globalness and environmental image on consumption intentions: A case study of H&M[J]. Acta Geographica Sinica, 2017, 72(4): 699-710.

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概念	编码	测量项目	参考文献
全球文化身份(Global Cultural Identity, GCI)	GCI1	我对全球世界有很强的依恋情感	Strizhakova Y, Coulter R A, 2013^[9]
	GCI2	我感觉与全球世界联系密切
	GCI3	我认为自己是全球公民
	GCI4	认为自己是全球公民对我来说很重要
环境友好自我身份(Pro-environmental Self-identity, PESI)	PESI1	我认为自己是环境友好的消费者	Werff E V D, Steg L, Keizer K, 2013^[29]; Dermody J, Hanmer-Lloyd S, Koenig-Lewis N, et al., 2015^[18]
	PESI2	每个消费者通过购买环保企业的产品而积极影响社会
	PESI3	我认为自己是很关心环境议题的人
	PESI4	我不愿意我的亲朋好友认为我是关心环境的人
品牌全球化感知(Perceived Brand Globalness, PBG)	PBG1	我认为H&M是一个全球品牌	Xie Y, Batra R, Peng S Q, 2015^[32]
	PBG2	我认为海外消费者会购买H&M品牌
	PBG3	H&M品牌在全球范围内销售
品牌环保形象感知(Environmental Image, EI)	EI1	H&M品牌是一个注重环保的品牌	Xue F, 2014^[39]
	EI2	H&M品牌为消费者提供环保服装
	EI3	H&M品牌致力于解决服装领域的环保问题
	EI4	我认为环保人士会购买H&M品牌
品牌认同 (Identity, ID)	ID1	H&M品牌契合我的个人身份	Xie Y, Batra R, Peng S Q,2015^[32]
	ID2	购买H&M品牌有助于表达我的身份
	ID3	H&M品牌清楚说明了我想成为的那类人
	ID4	使用H&M品牌让我成为志趣相投的消费者社群一员
品牌消费行为意向(Behavioral Intention, BI)	BI1	在快时尚品牌中,我会优先选择H&M品牌	Xie Y, Batra R, Peng S Q,2015^[32]
	BI2	我还会再次购买H&M品牌
	BI3	我会购买H&M的新款商品
	BI4	我愿意为H&M的环保产品支付更高价格
	BI5	我愿意向朋友推荐H&M品牌
	BI6	我会对其他人说H&M品牌的好话

变量	指标	包含的项目	平均值	标准差
GCI	GCIA	GCI1, GCI3	4.600	1.105
GCI	GCIB	GCI2, GCI4	4.542	1.412
PESI	PESIA	PESI1, PESI3	4.962	1.206
PESI	PESIB	PESI2, PESI4	5.162	1.162
PBG	PBGA	PBG1, PBG3	4.964	1.300
PBG	PBGB	PBG2	4.887	1.391
EI	EIA	EI1, EI3	4.177	1.228
EI	EIB	EI2, EI4	4.109	1.169
ID	IDA	ID1, ID3	3.751	1.300
ID	IDB	ID2, ID4	3.647	1.329
BI	BIA	BI1, BI3, BI5	4.238	1.322
BI	BIB	BI2, BI4, BI6	4.291	1.260

概念	GCI	PESI	PBG	EI	ID	BI
指标数目	2	2	2	2	2	2
α值	0.900	0.845	0.899	0.925	0.941	0.939

变量	GCI	PESI	PBG	EI	ID
PESI	0.37 (0.06)
PBG	0.30 (0.06)	0.27 (0.06)
EI	0.32 (0.06)	0.25 (0.06)	0.25 (0.06)
ID	0.32 (0.06)	0.25 (0.06)	0.17 (0.06)	0.49 (0.07)
BI	0.29 (0.06)	0.40 (0.07)	0.32 (0.06)	0.49 (0.07)	0.69 (0.07)

变量	GCI	PESI	PBG	EI	ID	BI
GCI	0.89	0.18	0.12	0.16	0.14	0.11
PESI	0.43	0.89	0.08	0.08	0.07	0.17
PBG	0.35	0.29	0.82	0.08	0.04	0.11
EI	0.40	0.29	0.29	0.73	0.31	0.29
ID	0.38	0.27	0.19	0.56	0.82	0.50
BI	0.33	0.41	0.33	0.54	0.71	0.86