Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Environmental Knowledge, Eco-Friendly Attitude and Purchase Intention about Eco-Friendly Fashion Products of Fashion Consumers

패션소비자의 환경지식, 친환경 태도가 친환경 패션제품 구매에 미치는 영향

  • 박성희 (중앙대학교 패션디자인전공) ;
  • 오경화 (중앙대학교 패션디자인전공)
  • Received : 2013.11.28
  • Accepted : 2014.01.15
  • Published : 2014.02.28
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Abstract

The purpose of this study was to examine the effect of consumer's environmental knowledge, eco-friendly attitude and purchase intention about fashion consumers' eco-friendly products. This study was conducted by a survey of 330 males and females fashion consumers in their 20s-40s who experienced eco-friendly fashion products purchase. Respondents, who had purchased eco-friendly fashion items at least once, were selected using convenience sampling through the online survey from March $20^{th}$ to $30^{th}$ in 2013. The collected materials were analyzed by frequency analysis, factor analysis, t-test and multi-regression using SPSS 19.0 software. Through the result of statistical analysis, it is found that environmental knowledge has three dimensions; natural environmental knowledge, urbanized environmental knowledge, environmental pollution knowledge. Also the effects of environmental knowledge on eco-friendly attitude are significant and eco-friendly attitude has influence on eco-friendly fashion products purchase behavior. Eco-friendly attitude had an effect word of mouth intention. In addition, there are notable differences in environmental knowledge, eco-friendly attitude and purchase intention depending on fashion consumer's age. The results of this study will provide useful information for both eco-friendly customer management and fashion marketing strategies. Therefore, the fashion company is needed to consider personal characteristics, customer needs and present condition of purchasing eco-friendly fashion products.

Keywords

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