The Effects of Environmental Claim Types and Consumer Vocabulary on Eco Fashion Advertisement

친환경 패션 광고의 친환경 주장 유형과 소비자 언어가 광고효과에 미치는 영향

  • Kim, Minyoung (Dept. of Clothing & Textiles, Yonsei University) ;
  • Chun, Eunha (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
  • 김민영 (연세대학교 의류환경학과) ;
  • 전은하 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2016.06.13
  • Accepted : 2017.04.21
  • Published : 2017.04.30


Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.


Supported by : 한국연구재단


  1. '2010 focused consumption trends 7'. (2010, January 6). LGERI. Retrieved September 15, 2015, from
  2. '2013 megatrend bigdata and advertising marketing'. (2013, April 30). Advertising Information Center. Retrieved October 3, 2015, from|2|1
  3. Ahn, S. (2003). Classification and developmental direction of domestic internet advertising. Journal of Korean Society of Design Science, 16(3), 241-252.
  4. Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21-31. doi:10.1080/00913367.1995.10673473
  5. Bhaduri, G., & Ha-Brookshire, J. (2015). Gender differences in information processing and transparency: Cases of apparel brands' social responsibility claims. Journal of Product & Brand Management, 24(5), 504-517. doi:10.1108/JPBM-08-2014-0683
  6. 'Big data, desire of statistics'. (2013, January 8). Chosunbiz. Retrieved September 10, 2015, from
  7. Birtwistle, G., & Tsim, C. (2005). Consumer purchasing behaviour: An investigation of the UK mature women's clothing market. Journal of Consumer Behaviour, 4(6), 453-464. doi:10.1002/cb.31
  8. Cafferata, P., & Tybout, A. M. (Eds.). (1989). Cognitive and affective responses to advertising. Lexington, Mass: Lexington Books.
  9. Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.
  10. Chan, R. Y., & Lau, L. B. (2004). The effectiveness of environmental claims among Chinese consumers: Influences of claim type, country disposition and ecocentric orientation. Journal of Marketing Management, 20(3-4), 273-319. doi:10.1362/026725704323080425
  11. Chan, R. Y., Leung, T. K. P., & Wong, Y. H. (2006). The effectiveness of environmental claims for services advertising. Journal of Services Marketing, 20(4), 233-250. doi:10.1108/08876040610674580
  12. Chang, J. Y. (2009). A sentiment analysis algorithm for automatic product reviews classification in on-line shopping mall. The Journal of Society for e-Business Studies, 14(4), 19-33.
  13. Cho, C. H., Sung, Y. H., Han, K. J., Kwon, T. J., & Choi, W. Y. (2011). Analysis of Twitter usage: Twitter influence and corporation usage. Journal of Korean Advertising Research, 88, 98-126.
  14. Cho, H. O., Na, W. B., & Kim, H. J. (1998). The immediate and delayed effects of advertising responses on consumer buying process between different message types. Korean Journal of Journalism & Communication Studies, 43(2), 320-350.
  15. Choi, H. H., Lee, G. H., & Yeo, J. S. (2013). Effects of the claim types of environmental new product advertisement and self-regulatory mode on consumer evaluation. A Journal of Brand Design Association of Korea, 11(5), 167-180.
  16. Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: The moderating role of length of relationship. Journal of Services Marketing, 16(1), 35-50. doi:10.1108/08876040210419406
  17. Davis, J. J. (1993). Strategies for environmental advertising. Journal of Consumer Marketing, 10(2), 19-36. doi:10.1108/07363769310039102
  18. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. doi:10.2307/3172866
  19. D'Souza, C. (2004). Ecolabel programmes: A stakeholder (consumer) perspective. Corporate Communications: An International Journal, 9(3), 179-188. doi:10.1108/13563280410551105
  20. Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1982). Consumer behavior. Hinsdale, IL: The Dryden Press.
  21. Federal Trade Commission. (2012). Guides for the Use of Environmental Marketing Claims. Retrieved November 8, 2014 from
  22. Fortini-Campbell, L. (1992). Hitting the sweet spot: How consumer insights can inspire better marketing and advertising. Chicago, IL: The Copy Workshop.
  23. He, Y., Chen, Q., & Alden, D. L. (2016). Time will tell: Managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 44(6), 791-805. doi:10.1007/s11747-015-0444-7
  24. Heo, S. C. (2008). A characteristic of emotional word according to experience using and preference of product. Korean Journal of the Science of Emotion & Sensibility, 11(3), 375-385.
  25. Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420. doi:10.1086/209123
  26. Hong, B. S., Lee, E. J., & Chu, Y. J. (2010). The effect of environmental values of fashion consumers on purchase satisfaction and repurchase intention of eco-friendly fashion products. Fashion & Textile Research Journal, 12(4), 431-438. doi:10.5805/KSCI.2010.12.4.431
  27. Huh, E. (2011). The determinants of consumer's attitude and purchase intention on the ethical products. Korean Society of Consumer Studies, 22(2), 89-111.
  28. Huh, N. I. (2014). A study of changes in advertising messages and consumer awareness. Korean Journal of Business Administration, 27(3), 429-445.
  29. Hyllegard, K. H., Yan, R. N., Ogle, J. P., & Lee, K. H. (2012). Socially responsible labeling: The impact of hang tags on consumers' attitudes and patronage intentions toward an apparel brand. Clothing and Textiles Research Journal, 30(1), 51-66. doi:10.1177/0887302X11433500
  30. James, M., Michael, C., Brad, B., & Jacques, B. (2011). Big data: The next frontier for innovation, competition, and productivity. The McKinsey Global Institute.
  31. Jang, J., Ko, E., Chun, E., & Lee, E. (2012). A study of a social content model for sustainable development in the fast fashion industry. Journal of Global Fashion Marketing, 3(2), 61-70. doi:10.1080/20932685.2012.10593108
  32. Jeong, H. W. (2008). Sensibility engineering and design. Journal of the Korea Contents Association, 6(4), 56-62.
  33. Jeong, K. W. (2011). A study of the approach to "emotion" of each field of study: Focusing on emotional evaluation and emotional vocabulary. Journal of Gamsung, 2(1), 39-55.
  34. Ju, I., & Jun, J. W. (2015). Hierarchical relationships among self-continuity, advertising attitudes, brand attitudes and purchase intentions in terms of nostalgic advertising, The Korean Journal of Advertising, 26(5), 151-168. doi:10.14377/KJA.2015.7.15.151
  35. Jung, H. W., & Nah, K. (2007). A study on the meaning of sensibility and vocabulary system for sensibility evaluation. Journal of the Ergonomics Society of Korea, 26(3), 17-25. doi:10.5143/JESK.2007.26.3.017
  36. Kang, S. Y., & Kim, H. J. (2014). The effect of the temporal distance, impulse buying tendency, and regulatory focus message of a time limited message on purchase intention. The Korean Journal of Advertising and Public Relations, 16(1), 5-28.
  37. Kapferer, J., & Laurent, G. (1985). Consumers' involvement profile: New empirical results. Advances in Consumer Research, 12(1), 290-295.
  38. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. doi:10.1016/j.jbusres.2011.10.014
  39. Kim, H., Lee, E. J., & Hur, W. M. (2012). The normative social influence on eco-friendly consumer behavior: The moderating effect of environmental marketing claims. Clothing and Textiles Research Journal, 30(1), 4-18. doi:10.1177/0887302X12440875
  40. Kim, H. S., & Ma, M. (2014). Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products. Journal of Global Fashion Marketing, 5(2), 165-181. doi:10.1080/20932685.2014.881586
  41. Kim, K. (2014). How advertising agencies are comping with big data and data analytics? The Korean Journal of Advertising, 25(3), 113-145. doi:10.14377/KJA.2014.4.15.113
  42. Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychology & Marketing, 25(2), 146-178. doi:10.1002/mar.20204
  43. Kim, M. J., Han. S., & An, B. (2014a). The effects of advertiser's green credibility, perceived importance of environmental attributes of products, and environmental claim types on consumer response in green advertising. The Korean Journal of Advertising, 25(6), 219-249. doi:10.14377/KJA.2014.8.31.219
  44. Kim, M. S., & Jeong, I. S. (2014). Extraction of hypertension-related consumer vocabulary and mediator vocabulary and selection of recommended vocabulary. Korean Journal of Health Education and Promotion, 31(5), 13-28. doi:10.14367/kjhep.2014.31.5.13
  45. Kim, S. E., Jeon, J. O., & Park, H. H. (2014b). The influence of display type of PPL and program context on advertising attitude: Moderating role of previous intrusiveness perception. The Journal of the Korea Contents Association, 14(4), 297-313. doi:10.5392/JKCA.2014.14.04.297
  46. Kim, Y. (2008). The impact of environmental claim types and individual differences on advertising effectiveness. Journal of Korean Advertising Research, (80), 29-57.
  47. Ko, E., & Fashion Marketing Research Lab. (2015). Sustainable fashion brand marketing. Seoul: Kyomunsa.
  48. Ko, E., Chun, E., Song, S., & Mattila, P. (2015). Exploring SNS as a consumer tool for retail therapy: explicating semantic networks of "shopping makes me happy (unhappy)" as a new product development method. Journal of Global Scholars of Marketing Science, 25(1), 37-48. doi:10.1080/21639159.2014.984891
  49. Kong, H. M., Ko, E., Chae, H., & Mattila, P. (2016). Understanding fashion consumers' attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types. Journal of Global Fashion Marketing, 7(2), 103-119. doi:10.1080/20932685.2015.1131435
  50. Kotler, P. (1991). Marketing management. Upper Saddle River, NJ: Prentice Hall.
  51. Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. Hoboken, NJ: John Wiley & Sons.
  52. Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503-520. doi:10.1108/EUM0000000006155
  53. Lee, C. Y., Choi, H., & Choi, S. H. (2015). An experimental study on the discriminating effects of transformational and informational advertising creatives for a low involvement product. Journal of Digital Design, 15(2), 93-100. doi:10.17280/jdd.2015.15.2.010
  54. Lee, E. M., & Yoon, S. J. (2016). A cross national comparison of U.S. and Korean consumer responses to green ad appeals. Journal of Consumption Culture, 19(2), 111-128.
  55. Lee, H. E., & Kim, H. C. (2012). The structural relationship of perceived value, perceived quality, environmental commitment, purchasing attitude and purchasing intention of organic food consumer. Journal of Tourism Sciences, 36(3), 295-318.
  56. Lee, J. W. (2009). A study on the impact of advertising attributions on attitude toward advertisement, brand cognition, attitude toward brand and purchase intention. Unpublished doctoral dissertation, Kangwon National University, Chuncheon.
  57. Lee, R. Y., & Joung, S. H. (2012). Studies on the analysis of TV green ads and consumer's attitudes. Journal of Consumer Problem Research, (43), 1-29. doi:10.15723/jcps..43.201212.1
  58. Lee, S. (2012). Utilize big data and implications for the telecommunications industry. KTOA, 60, 6-11.
  59. Lee, Y., & Oh, C. S. (2008). Consciousness of beauty of modern: Women viewed by newspaper advertisement. Journal of Korean Society of Design Science, 21(4), 193-202.
  60. Leonidou, L. C., & Leonidou, C. N. (2009). Rational versus emotional appeals in newspaper advertising: Copy, art, and layout differences. Journal of Promotion Management, 15(4), 522-546. doi:10.1080/10496490903281353
  61. Liu, F., Zhao, X., Chau, P. Y., & Tang, Q. (2015). Roles of perceived value and individual differences in the acceptance of mobile coupon applications. Internet Research, 25(3), 471-495. doi:10.1108/IntR-02-2014-0053
  62. Lorek, S., & Lucas, R. (2003). Towards sustainable market strategies: A case study on eco textiles and green power (No. 130). Wuppertal papers.
  63. Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Hillsdale, NJ: Erlbaum.
  64. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. doi:10.2307/1251413
  65. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. doi:10.2307/3151660
  66. Maloney, J., Lee, M. Y., Jackson, V., & Miller-Spillman, K. A. (2014). Consumer willingness to purchase organic products: Application of the theory of planned behavior. Journal of Global Fashion Marketing, 5(4), 308-321. doi:10.1080/20932685.2014.925327
  67. Merriam, S. B. (2014). Qualitative research: A guide to design and implementation. Hoboken, NJ: John Wiley & Sons.
  68. Nunnally, J. (1994). Psycometric theory. New York: McGraw Hill.
  69. Oh, C. (2006). A multidimensional analysis of 'green' advertising: A test of the nature and framework of 'green' appeals. The Korean Journal of Advertising, 17(4), 7-39.
  70. Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment, 48(5), 22-36. doi:10.3200/ENVT.48.5.22-36
  71. Park, J., Ko, E., & Kim, S. (2010). Consumer behavior in green marketing for luxury brand: A cross-cultural study of US, Japan and Korea. Journal of Global Academy of Marketing Science, 20(4), 319-333. doi:10.1080/12297119.2010.9707436
  72. Park, J., & Lee, C. (2014). The impact of visual rhetoric in advertising on structural relationships among advertising response variables. Advertising Research, 103, 102-138.
  73. Park, M. C., Shin, S. G., Han, K. H., & Whang, S. M. (1998). Measuring meaning of Korean adjectives and colors. Korean Journal of the Science of Emotion & Sensibility, 1(2), 1-11.
  74. Phau, I., & Ong, D. (2007). An investigation of the effects of environmental claims in promotional messages for clothing brands. Marketing Intelligence & Planning, 25(7), 772-788. doi:10.1108/02634500710834214
  75. Royne, M. B., Martinez, J., Oakley, J., & Fox, A. K. (2012). The effectiveness of benefit type and price endings in green advertising. Journal of Advertising, 41(4), 85-102. doi:10.1080/00913367.2012.10672459
  76. Schultz, D. E. (1996). The inevitability of integrated communications. Journal of Business Research, 37(3), 139-146. doi:10.1016/S0148-2963(96)00063-X
  77. Seo, J. K., & Koh, C. (2014). Big data analysis by sensitivity analysis. Journal of the Society of Convergence Knowledge, 2(1), 15-21.
  78. Shim, H. J., Kim, Y. C., Shon, H. Y., & Lim, J. Y. (2011). An exploratory usage pattern research of smartphone and social media users through semantic network analysis: Gender and age differences in perception and evaluation of usage pattern. Korean Journal of Broadcasting, 25(4), 28-138.
  79. Shim, K., & Lee, H. (2014). The effect of perceived corporate legitimacy on consumer behavioral intention: focused on the mediating role of perceived product values. Journal of Korean Marketing Association, 29(2), 25-53.
  80. Son, J. H. (2005). A study on consumers' advertising attitude toward environmental corporate advertisement. Unpublished master's thesis, Hongik University, Seoul.
  81. Son, J. W. (2011). The influence of different types of appeals, environmental claim types and environmental concerns in environmental advertising on consumer response. Unpublished master's thesis, Chung-ang University, Seoul.
  82. Song, S. (2014). Sustainable fashion consumption behavior through the analysis of consumer types and perceived benefits: focused on a Q methodology and purchase perception matrix. Unpublished master's thesis, Yonsei University, Seoul.
  83. Suh, M., Lee, H., & Rho, T. (2014).The brand anthropomorphized advertising on the advertising effectiveness: Focusing on the low-involvement service and product. The Korean Journal of Advertising, 25(4), 27-53. doi:10.14377/KJA.2014.5.30.27
  84. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. doi:10.1016/0022-4359(94)90013-2
  85. Tucker, E. M., Rifon, N. J., Lee, E. M., & Reece, B. B. (2012). Consumer receptivity to green ads: A test of green claim types and the role of individual consumer characteristics for green ad response. Journal of Advertising, 41(4), 9-23. doi:10.1080/00913367.2012.10672454
  86. Vanden Berg, B. G., & Katz, H. (1999). Advertising principles: Choice, challenge, and change. Lincolnwood, IL: NTC Publishing Group.
  87. 'Wisenut, wise e-discovery got GS certification'. (2015, April 24). Etnews. Retrieved September 1, 2015, from
  88. Xie, G. X., & Kronrod, A. (2012). Is the devil in the details? The signaling effect of numerical precision in environmental advertising claims. Journal of Advertising, 41(4), 103-117. doi:10.1080/00913367.2012.10672460
  89. Yajuan, D., Zhimin, C., Furu, W., Ming, Z., & Shum, H. Y. (2012). Twitter topic summarization by ranking tweets using social influence and content quality. In Proceedings of the 24th International Conference on Computational Linguistics, pp. 63-780.
  90. Yan, R. N., Hyllegard, K. H., & Blaesi, L. F. (2012). Marketing eco-fashion: The influence of brand name and message explicitness. Journal of Marketing Communications, 18(2), 151-168. doi:10.1080/13527266.2010.490420
  91. Yang, J. Y., Myung, J. S., & Lee, S. G. (2009). A sentiment classification method using context information in product review summarization. Journal of KIISE: Databases, 36(4), 254-262.
  92. Yoon, H. (2013). Research on the application methods of big data within the cultural industry. Academic Association of Global Cultural Contents, 10, 157-179.
  93. Zielske, H. A. (1982). Does day-after recall penalize "feeling" ads? Journal of Advertising Research, 22(1), 19-22.

Cited by

  1. Applying PLM Approach for Sustainable New Product Development in Fashion Industry vol.20, pp.1, 2018,