丝绸2026，Vol.63Issue(6)：15-25,11.DOI:10.3969/j.issn.1001-7003.2026.06.002
服装绿色信息特征对消费者信息传播意愿的影响
The influence of clothing green information characteristics on consumers'information communication intention
摘要
Abstract
The growing public attention towards sustainable consumption and green product information has significantly propelled the green transformation of the textile and garment industry.Concurrently,as the world's largest producer and consumer of garment,China faces increasingly severe issues related to environmental pollution,resource wastage,and energy consumption.In this context,guiding consumers toward sustainable clothing consumption behaviors is regarded as a crucial measure to mitigate the environmental challenges posed by the garment industry.However,the current lack of awareness and low willingness among some consumers to adopt sustainable clothing consumption behaviors has perpetuated unsustainable consumption behaviors.This phenomenon underscores the urgent need for society to enhance the dissemination and popularization of green consumption-related information,particularly in improving consumers'acceptance and willingness to communication green information.Nonetheless,due to the proliferation of"greenwashing,"the obscurity of professional terminology,limited dissemination channels,and significant variations in consumer feedback,green information of clothing sector suffers from low content quality,lack of trust,insufficient dissemination,and limited reach,resulting in a communication dilemma.The reliability,understandability,and practicality of green information of clothing content significantly impact its effectiveness in dissemination.Therefore,it is imperative to address the communication challenges surrounding green information of clothing,enhance consumers'information communication intention,and further promote sustainable clothing consumption behaviors.Based on this,this study conducts an in-depth exploration of the pathways and mechanisms through which the characteristics of clothing green information influence consumers'information communication intention.This exploration not only provides theoretical support and practical guidance for the dissemination of clothing green information,but also facilitates the widespread popularization of green information. To comprehensively analyze the impact of green information characteristics of clothing on consumers'information communication intention,this study constructed a theoretical framework model based on the information adoption model,utilizing a literature review.The model encompasses core characteristic dimensions such as information value,information reliability,and information understandability,alongside variables including consumers'information communication intention,perceived credibility,perceived usefulness,and demographic characteristics.Furthermore,relevant research hypotheses were proposed through the literature review,and measurement scales were developed.A questionnaire survey was subsequently conducted among Chinese consumers.After excluding invalid questionnaires based on criteria such as incomplete responses,excessively short response times,or inconsistent logical answers,a total of 306 valid questionnaires were obtained.The sample data were analyzed using SPSS software for reliability and validity analysis,direct effect testing,mediation effect testing,and heterogeneity testing of demographic characteristics,with results supporting all research hypotheses.This study deepens and extends the information adoption theory by integrating demographic characteristics to examine the differential responses of various consumer groups regarding information communication intention,and by employing perceived credibility and perceived usefulness as chain mediation variables to explore the mechanisms through which information characteristics influence consumers'information communication intention.The findings indicate that the value,reliability,and understandability of information significantly enhance consumers'information communication intention.Furthermore,perceived credibility and perceived usefulness play a mediating role in a chain between the characteristics of clothing green information and consumers'information communication intention.Additionally,distinct differences exist among various consumer groups regarding the impact of clothing green information characteristics on their information communication intention. This study extends the perspective from individual consumption decisions to the level of information dissemination,employing a dual chain mediation model and operationalizing information characteristics.This approach further broadens the application boundaries of the information adoption theory and provides new theoretical insights into information communication in green consumption.Moreover,the research conclusions offer directional guidance for the effective dissemination of green information among different consumer groups,providing scientific evidence and decision-making references for governments,enterprises,and institutions to formulate precise green information communication strategies and enhance consumers'green literacy.However,constrained by the research context and sample size,future studies should explore the factors and mechanisms influencing the dissemination of clothing green information in different contexts,utilizing an expanded sample.Additionally,considering that the information communication intention may change over time,future research could combine experimental design and dynamic simulation methods to investigate its evolutionary process in greater depth.关键词
服装绿色信息特征/消费者信息传播意愿/感知可信度/感知有用性/信息价值/信息可靠性/信息易理解性Key words
clothing green information characteristics/consumers'information communication intention/perceived credibility/perceived usefulness/information value/information reliability/information understandability分类
轻工纺织引用本文复制引用
梁建芳,梁慧如,郑乐婷,郭芯茹,崔遥..服装绿色信息特征对消费者信息传播意愿的影响[J].丝绸,2026,63(6):15-25,11.基金项目
国家社会科学基金项目(20XSH019) （20XSH019）
