感知到的洗绿如何影响年轻消费者对H&M的品牌信任

Research purpose （研究目的）

This study investigates how young consumers in Chengdu perceive H&M’s sustainability communication and how these perceptions influence their trust in the brand. It focuses on the role of perceived greenwashing and consumer skepticism in shaping different dimensions of brand trust.

本研究调查了成都年轻消费者如何看待 H&M 的可持续发展传播,以及这些看法如何影响他们对品牌的信任。它着重于漂绿导致的消费者怀疑在塑造品牌信任的不同维度中的作用。

Confidentiality and Anonymity（保密性与匿名性）
Your participation is completely voluntary. All responses will remain anonymous and confidential, and no personal identifying information will be collected. The data will be used for academic research purposes only.

您的参与完全是自愿的。所有回答将保持匿名和保密，不会收集任何可识别个人身份的信息。本研究数据仅用于学术研究目的。

Data Storage and Disposal（数据存储与销毁）
All collected data will be securely stored and will only be accessible to the researcher, the supervisor, and Oxford Brookes University (OBU). The data will be deleted after the completion of the research project.

所有收集的数据将被安全存储，仅研究者、导师以及牛津布鲁克斯大学（OBU）可以访问这些数据。数据将在研究完成后删除。

 Voluntary Participation（自愿参与）

You are free to withdraw from the survey at any time before submission without any consequences. By continuing, you confirm that you understand the information above and agree to participate in this study.

您可以在提交问卷前的任何时间退出本调查，且不会产生任何不利后果。继续填写即表示您已了解以上信息并同意参与本研究。

指示

以下陈述涉及您对 H&M 在可持续发展和环保方面的主张的看法。

请表明您对每个陈述的认同程度。

1 = Very Disagree (非常不同意)

2 = Disagree (不同意) 

3 = Neutral (中立) 

4 = Agree (同意)

5 = Very agree (非常同意)