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The Clothing Consumption Behavior of Fast Fashion Purchaser according to Environmental Consciousness

환경의식에 따른 패스트패션 구매자의 의복소비행동에 관한 연구

  • Lee, Hyun Ji (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • Received : 2015.04.21
  • Accepted : 2015.06.20
  • Published : 2015.08.31

Abstract

This study investigates clothing consumption behavior of fast fashion purchasers according to environmental consciousness. Questionnaire examined 245 males and females in Busan who experienced fast fashion product purchases. Data were analyzed using factor analysis, t-test. ANOVA, Duncan Test and ${\chi}^{2}-test$. The results are as follows. First, the result showed significant differences in environmental consciousness education according to demographic characteristics. Second, the results showed significant differences in the hedonic pursuit of purchase motivation for fast fashion products according to environmental consciousness. The low environmental awareness group pursued hedonic purchases towards the purchase motivation of fast fashion products. The results showed significant differences in fast fashion disposal behavior according to environmental consciousness; however, not for the disposal motivation of fast fashion. In the disposal behavior of fast fashion, the high environmental awareness group indicated social friendly disposal and the middle environmental awareness group indicated economical disposal. The result showed significant gender differences towards clothing consumption behavior of fast fashion according to demographic characteristics. Males and females showed significant differences in all purchase motivation factor for fast fashion products. They also showed significant differences in economical disposal towards fast fashion disposal behavior.

Keywords

clothing consumption behavior;fast fashion;environmental consciousness

Acknowledgement

Supported by : 한국연구재단

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