物质主义、环保意识与快时尚品牌的消费逻辑

时尚与品牌消费是地理学的重要领域之一。物质主义和环保意识是快时尚消费领域的一对矛盾，也是影响中国消费者时尚消费的两大逻辑。采用问卷调查和结构方程模型，探讨消费者的物质主义与环保意识对快时尚品牌认同及消费行为意向的影响，发现：第一，受支付能力的局限，物质主义是国际快时尚品牌认同与消费逻辑的最重要因素；第二，消费者环保意识越强，其品牌认同和消费行为意向越高；第三，品牌认同程度对环保意识与品牌消费行为意向的中介作用不显著。可以认为，在物质主义和环保意识冲突的背景下，追求环保的时尚是个伪命题。研究发现可引导消费者理性消费，也有助于我国快时尚企业采取应对消费趋势变化的有效举措。

MATERIALISM,ENVIRONMENTAL AWARENESS AND THE LOGIC OF FAST FASHION BRAND CONSUMPTION

Fashion and brand consumption is a major area of research in Geography. The pursuit of materialism and environment preservation is a paradox in the field of fashion consumption. On one hand, in order to promote sales, international fast fashion brands try their best to stimulate material consumption at the expense of environment. On the other hand, they claim to commit to environment protection and have adopted proactive measures in the management of supply chains. In the meantime, consumers attempt to achieve a balance between material pursuit and environmental awareness. Actually, materialism conflicts environmental awareness in fast fashion consumption. Questionnaire and structural equation model have been used in this paper to explore the influence of consumers' materialism and environmental awareness on identity of fast fashion brands and consumption behavioral intention in order to promote understanding of consumption logic of international fast fashion brands in China. The questionnaires were officially issued through a network platform called SOJUMP. A total of 405 questionnaires were collected from June 10 to 24, 2016. 358 copies are valid and recovery efficiency is 88.40%. Then SPSS 19.0 was utilized to test data reliability and validity and the results are statistically good. Further, Structural Equation Model analysis was conducted by Lisrel 8.72 and the fitting degree is good. After analyzing the data analysis results, three main conclusions were drawn as follows. First, materialism is the most important factor in the international fast fashion brand identity and the logic of consumption. Second, The stronger the consumer's environmental awareness, the higher the brand identity and consumer behavioral intention. Third, the degree of brand identity has no significant mediating effect on environmental awareness and brand consumption behavioral intention.