The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The influence of environmental consciousness and socially responsible clothing consumption attitude on perceived consequences of fast fashion

환경의식, 사회책임적 의류소비태도와 패스트 패션 결과지각의 관계

  • Park, Sang-Ah (Dept. of Clothing & Textiles, Hanyang University) ;
  • Park, Jae-Ok (Dept. of Clothing & Textiles, Hanyang University) ;
  • Lee, Ji-Yeon (Dept. of Clothing & Textiles, Hanyang University)
  • Received : 2014.01.13
  • Accepted : 2014.04.21
  • Published : 2014.04.30
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Abstract

This study examines how environmental consciousness and socially responsible clothing consumption attitude influence people's perceptions of the consequences of fast fashion. Data were collected through a questionnaire survey administered to females in their 20s to 40s, and a total of 430 surveys were used in the final analysis. The research results are as follows. First, environmental consciousness-which was conceptualized as interest in consumer effectiveness and the environment-had a positive influence on attitudes toward socially responsible clothing consumption attitude, i.e., clothing recycling and resource conservation. As the perception of consumer effectiveness was high, respondents had a tendency not to follow trends. Second, consumers with a high level of interest in the environment perceived the effect of fast fashion on the environment as serious, and they felt negatively toward personal use of fast fashion. Third, consumers with strong resource conservation behavior perceived the effect of fast fashion on the environment as serious, but those with positive attitudes toward secondhand clothing did not appear to have that perception. Finally, consumers who followed trends and those with weakly held attitudes about resource conservation felt positively toward personal use of fast fashion. The results of this research indicate that environmental consciousness is an important factor for socially responsible clothing consumption behavior. In addition, consumers with strong attitudes regarding resource conservation were more perceptive of the negative effect of fast fashion on the environment.

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References

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