The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

A study on the consumers' attitudes toward pro-environment and purchasing behavior of eco-friendly fashion products for green marketing strategy

그린 마케팅 전략을 위한 친환경 패션제품에 대한 소비자의 태도와 구매행동에 관한 연구

  • Ju, Seong-Rae (Dept. of Clothing and Textiles/Human Ecology Research Institute, Chonnam National University) ;
  • Chung, Myung-Sun (Dept. of Clothing and Textiles/Human Ecology Research Institute, Chonnam National University)
  • 주성래 (전남대학교 의류학과/전남대학교 생활과학연구소) ;
  • 정명선 (전남대학교 의류학과/전남대학교 생활과학연구소)
  • Received : 2014.06.05
  • Accepted : 2014.07.28
  • Published : 2014.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

Keywords

References

  1. Ahn, C. H.(2001). The study about the present situation and strategy of green marketing in Korea. Unpublished master's thesis, Ewha Woman's University, Seoul, Korea.
  2. Ahn, K. H., Hwang, S. J., & Jung, C. J.(2012). Fashion marketing(3rd ed.). Seoul: Soohaksa.
  3. Choi, K. U.(2010, January. 27.). Green marketing must shake off the five temptations. LG Business Insigh: Weekly Focus, 28-34.
  4. Choi, M., & Kim, K.(2009). Strategy research of design communication for green marketing-focus on IDC(integrated design communication)-. Journal of Digital Design, 9(4), 421-432. https://doi.org/10.17280/jdd.2009.9.4.041
  5. Chunn, Y.(2004). A study on the factors that affect on purchasing attitude of environmentally friendly clothing -for female consumers-. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  6. Engel, J. F., Blackwell, R. D., & Kollat, D. T.(1978). Consumer behavior (3rd ed.). Hinsdale Illinois: The Dryden Press.
  7. Grail Research(2010, December). Green: the new color of luxury moving to a sustainable future. Retrieved May 20, 2014, from http://www.grailresearch.com
  8. Ha, J. H.(2012, August. 29). The strategies of highly effective eco-product-the eco overflow age, corporate's corresponding-. SERI: CEO Information, 863, 1-20.
  9. Hong, B., Lee, E., & Park, S.(2010). The effects of eco-friendly attitude and venefits pursued in clothing on purchase satisfaction of eco-friendly consumers for infants and children's underwear. Journal of the Korean Society of Clothing and Textiles, 34(4), 686-696. https://doi.org/10.5850/JKSCT.2010.34.4.686
  10. Hong, H., & Koh, A.(2009). The effects of benefits pursued to clothing on the purchase intention of apparel for consumer's well-being-eco-friendly and health -functional apparels-. Journal of the Korean Society of Clothing and Textiles, 33(11), 1839-1852. https://doi.org/10.5850/JKSCT.2009.33.11.1839
  11. Hopper, J. R., & Nielsen, J. M.(1991). Recycling as altruistic behavior: normative and behavioral strategies to expand participation in a community recycling program. Environment and Behavior, 23(2), 195-220. https://doi.org/10.1177/0013916591232004
  12. Hoyer, W., & MacInnis, D.(2004). Consumer behavior. Boston: Houghton Mifflin.
  13. Jung, H. J.(2009). Buying behavior of eco-friendly fashion products according to eco-friendly attitude. Unpublished master's thesis, Kyung Hee University, Seoul, Korea.
  14. Jung, M. H.(2011, March. 29.) Levi's, pick out the most friendly and socially responsible brand. Green News GT Green Today. Retrieved June 01, 2014, from http://www.giti.kr
  15. Jung, Y., Park, O., & Ha, J.(2006). The effect of the clothing benefits sought on the environmental awareness and environment-friendly consuming behavior. Journal of the Korean Society of Clothing Industry, 8(6), 639-646.
  16. Kim, J. H., & Lee, E. O.(2010). The research on eco-friendly textile in children textile products. Journal of the Korean Society of Design Culture, 16(1), 65-79.
  17. Kim, S. M.(2010, December. 22). 'Green management', the substantive value from eco-friendly. LG Business Insight: Weekly Focus, 48-54.
  18. Kim, Y.(2010). Awareness of environmental pollution and attitudes toward eco-friendly clothing according to women's LOHAS lifestyle. The Research Journal of the Costume Culture, 18(3), 499-513. https://doi.org/10.29049/rjcc.2010.18.3.499
  19. 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. https://doi.org/10.1108/EUM0000000006155
  20. Lee, D, J.(2008). Consumer wellbeing marketing. Seoul: Pakyoungsa.
  21. Lee, J. H., Noh, J. K., & Kim, I. S.(2000). A study on the factors that influence the environmentally concerned consumption behavior. Korean Management Review, 29(2), 171-195.
  22. Lee, J., Kim, I., & Park, S.(2002). A study on the consumer behavior on environmentally beneficial clothing. Journal of Fashion Business, 6(2), 77-92.
  23. Lee, S., Moon, S., Song, J., & An, S.(2013). The effect of extrinsic cues on consumer's evaluation and purchase intention of eco-friendly product-focusing on dishwashing detergent's eco-mark-. Environmental Education, 26(1), 128-143.
  24. Min, H. S., & Rhee, K. C.(1999). Consumers' proenvironmental attitude and behavior. Journal of the Korean Home Economics Association, 37(1), 29-44.
  25. Moon, S., & Lee, S.(2012). An analysis of influence factors on green purchase intention. Environmental Education, 25(3), 291-301.
  26. Park, S. I., Cheon, S. R., & Kim, M. J.(2011). Consumer's attitude ot the attributes of green products and their quality evaluation: focused on the moderation effect of consumers' environmental involvement. Academy of Customer Satisfaction Management, 13(3), 129-149.
  27. Park, H.(2012). Eco-fashion industry trend and creative fashion design technic for zero-waste. Journal of Fashion Business, 16(4), 29-45. https://doi.org/10.12940/jfb.2012.16.4.029
  28. Park, U., & Rhee, K.(1995). A study on environmentally concious consumer behavior. Journal of the Korean Home Economics Association, 33(4), 199-212.
  29. Park, Y.(2006). A study on the promotion of green marketing in Korean business. Unpublished master's thesis, Chonnam National University, Gwangju, Korea.
  30. Pelletier, L. G., Legault, L. R., & Tuson, K. M. (1996). The environmental satisfaction scale: a measure of satisfaction with local environmental conditions and government environmental practices. Environment and Behavior, 28(1), 5-26. https://doi.org/10.1177/0013916596281001
  31. Pickett-Baker, J., & Ozaki, R.(2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281-293. https://doi.org/10.1108/07363760810890516
  32. Porter, M. E., & Kramer, M. R.(2006). Strategy & Society; The link between competitive advantage and corporate social responsibility. Harvard Business Review, December, 78-92.
  33. Seo, E., & Hwang, S.(2009). Influence of consumer attitudes and familiarity toward a fashion brand with a cause marketing program on credibility, purchase and word-of-mouth intention. Journal of the Korean Society of Costume, 59(6), 1-15.
  34. Seo, K. S.(2011, April. 29.). The centerpiece of the outdoor craze! Patagonia! Naeilnews. Retrieved May 23, 2014, from http://www.naeil.com
  35. Song, E., Li, J., Kim, K. H., & Yoo, H. J.(2011). Consumers' purchase behavior intention after the greenwashing perception. Journal of Consumer Studies, 22(1), 315-339.
  36. Sung, H., & Kim, E. K.(2010). Green marketing in the fashion industry. Journal of the Korean Society of Clothing and Textiles, 34(3), 529-539. https://doi.org/10.5850/JKSCT.2010.34.3.529
  37. Unruh, G., & Ettenson, R.(2010). Growing green: three smart paths to developing sustainable products. Harvard Business Review, 88(6), 94-100.

Cited by

  1. The Moderating Effects of Brand Familiarity in the Relationship between Perceived Value of Eco-friendly Apparel Products and Purchase Intention vol.25, pp.4, 2016, https://doi.org/10.5934/kjhe.2016.25.4.423
  2. Meta-analysis on the Effects of Fashion Product Evaluation Attributes in Korea vol.40, pp.6, 2016, https://doi.org/10.5850/JKSCT.2016.40.6.1150
  3. Understanding Behavioural Intentions to Use Green ICT at Tertiary Level Education Institutions vol.9, pp.2, 2018, https://doi.org/10.4018/IJGC.2018070103
  4. A Study on the Moderating Effect of Knowledge on the Environment in the Relationship between Consumption Value of Ecological Fashion Products of Students and Purchase Intention vol.49, pp.None, 2014, https://doi.org/10.21326/ksdt.2015..49.004
  5. A Longitudinal Study on Green Consumption Life: Comparison of Consumption Life Indicators of Korea in 2013 and 2015 vol.48, pp.3, 2014, https://doi.org/10.15723/jcps.48.3.201712.57
  6. Fashion Product Development with Unstructured Data Mining : Applying Consumer Responses to Up-Cycling vol.70, pp.3, 2014, https://doi.org/10.7233/jksc.2020.70.3.061