Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Personal Value Orientation on the Purchasing Behavior of Natural Dyes

개인의 가치관에 따른 천연 염색제품 구매행동에 관한 연구

  • 장경혜 (계명문화대학 패션디자인과)
  • Received : 2004.03.19
  • Published : 2004.08.30
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Abstract

The purpose of this study is to examine the different purchasing behaviors of natural dyes according to the personal value orientation of the consumers in question. In addition, this study sets out the purchasing behaviors according to demographic variables. To collect data, this study surveyed 150 housewives living in Daegu in November 2003 using convenient sampling. SPSS 10.0 was used for the statistical analysis of the sampled data including basic statistics, factor analysis and multiple regression analysis. The results derived from this study are as follows : 1) The group that exhibited a more self-controlled value orientation prefers to purchase natural dyes. 2) Consumers with relatively high education backgrounds and in an older age group have preference in purchasing natural dyes.

Keywords

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