Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Consumer Value and Conspicuous Consumption Tendency on the Attitude toward and Purchase Intention of Fashion Cause-related Marketing Products

소비자 가치 및 과시적 소비성향이 공익마케팅 패션제품에 대한 태도 및 구매의도에 미치는 영향

  • Jo, Ahra (Dept. of Home Economics, Korea University Graduate School) ;
  • Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
  • 조아라 (고려대학교 대학원 가정학과 의류학 전공) ;
  • 이윤정 (고려대학교 가정교육과)
  • Received : 2014.07.16
  • Accepted : 2014.11.06
  • Published : 2015.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study examines how consumer value and conspicuous consumption tendency influence attitudes and purchase intention toward fashion cause-related marketing products. Survey questionnaires were distributed to 326 women in their 20's to 50's living in Seoul January 2012. The instruments included measurements of consumer value, conspicuous consumption tendency, attitude toward fashion cause-related marketing products, intention to purchase fashion cause-related marketing products, and demographics. Factor analysis, correlations, and multiple regressions were conducted using SPSS 12.0. The results of this research are as follows. Consumer value affected attitude toward fashion cause-related marketing products as well as intention to purchase products. Those with a higher conspicuous consumption tendency showed a higher intention to purchase fashion cause-related marketing products, regardless of attitude toward fashion CRM products. This indicates that and association with famous prestige brands will increase the possibility of success of cause-related marketing products. The research helps establish a marketing strategy to launch new fashion cause-related marketing products by discovering the relationships between consumer consumption patterns and attitudes toward fashion cause-related marketing products.

Keywords

References

  1. Barclay, P., & Willer, R. (2006). Partner choice creates competitive altruism in humans. The Royal Society, 274(1610), 749-753.
  2. Chang, C. T. (2008). To donate or not to donate? Product characteristics and framing effects of cause-related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089-1110. https://doi.org/10.1002/mar.20255
  3. Charity star: H&M countries activities. (n.d.). H&M COUNTRIES ACTIVITIES. Retrieved July 1, 2014, from http://www.hm.charitystar.com/en/home/
  4. Cho, A., & Lee, Y. J. (2013). The influence of consumers' need for uniqueness and conspicuous consumption tendency on their attitude toward and intention to purchase fashion collaboration products. Design Forum, 38, 355-366.
  5. Choi, M. Y. (2012). Brand attitude formation according to consumers' cognition of CSR fit and CSR motivation, Journal of the Korean Society of Fashion Design, 12(1), 75-92.
  6. Gneezy, A., Gneezy, U., Nelson, L. D., & Brown, A. (2010). Shared social responsibility: A field experiment in paywhat-you-want pricing and charitable giving. Science Magazine, 329(5989), 325-327.
  7. Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392-404. https://doi.org/10.1037/a0017346
  8. Ha, S. Y. (2009). Expressed values and design elements in the environment-friendly fashion design. Unpublished doctoral dissertation, Hanyang University, Seoul.
  9. Hardy, C. L., & Vugt, M. V. (2006). Nice guys finish first: The competitive altruism hypothesis. Personality and Social Psychology Bulletin, 32(10), 1402-1413. https://doi.org/10.1177/0146167206291006
  10. Huh, E. J. (2011). The determinants of consumer's attitude and Purchase intention on the ethical products. Journal of Consumer Studies, 22(2), 89-111.
  11. Holbrook, M. B. (1999). Consumer value: A framework for analysis and research. In J. Wagner (Ed.), Aesthetic value beauty in art and fashion (pp. 142-143). New York, NY: Routledge.
  12. Kim, H., Lee, E., & Hur, W. (2012). The normative social influence on eco-friendly consumer behavior: The moderating effect of environmental marketing claims. Clothing & Textiles Research Journal, 30(1), 4-18. https://doi.org/10.1177/0887302X12440875
  13. Kim, J. K., & Kim, J. H. (2001). The effects of cause-related marketing on consumer response. The Korean Journal of Advertising, 12(3), 31-52.
  14. Kim, Y. S., & Choi, H. N. (2009). Extending the validity of the Schwartz's universal value theory: The case of Korean university students. The Korean Journal of Social and Personality Psychology, 23(1), 1-16.
  15. Koh, A. R., & Noh, J. Y. (2009). Ethical fashion consumer behavior in Korea-Factors influencing ethical fashion consumption-. Journal of the Korean Society of Clothing and Textiles, 33(12), 1956-1964. https://doi.org/10.5850/JKSCT.2009.33.12.1956
  16. Lee, S. H., & Kim, B. Y. (2011). A study on consumer attitudes toward socially responsible fashion corporate. Journal of the Korean Society of Design Culture, 17(1), 424-434.
  17. Lee, J. H., & Lee, J. H. (2013). The influence of fashion company's CSR on consumer's purchase intention-Based on the mediating effect of ethical consumerism-. Journal of Marketing Management Research, 18(3), 1-28.
  18. Moon, H., Choo, H. J., Park, H. S., & Baek, E. (2013). The roles of benefit and risk perception in ethical fashion consumption. Journal of the Korean Society of Clothing and Textiles, 37(2), 159-173. doi:10.5850/JKSCT.2013.37.2.159
  19. One for one: TOMS. (n.d.). TOMS. Retrieved July 1, 2014, from http://www.tomsshoes.co.kr/oneforone/one1.asp
  20. Park, H. S. (2007). Materialism and conspicuous consumption on purchase of fashion luxury goods and counterfeits. Korean Living Science Association, 16(1), 103-110.
  21. Park, K. A., & Hwang S. J. (2012).The influence of causerelated marketing on consumer attitude for fashion brand. Journal of Fashion Business, 16(5), 130-146. https://doi.org/10.12940/jfb.2012.16.5.130
  22. Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues, 50(4), 19-45. https://doi.org/10.1111/j.1540-4560.1994.tb01196.x
  23. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243. https://doi.org/10.1509/jmkr.38.2.225.18838
  24. Shaw, D., Grehan, E., Shiu, E., Hassan, L., & Thomson, J. (2005). An exploration of values in ethical consumer decision making, Journal of Consumer Behavior, 4(3), 185-200. https://doi.org/10.1002/cb.3
  25. Sung, Y. S. (1994). Materialism and types of ostentation consumption. The Korean Journal of Psychology, 1(1), 69-82.
  26. Stern, P. C., & Dietz, T. (1994). The value basis of environmental concern. Journal of Social Issues, 50(3), 65-84. https://doi.org/10.1111/j.1540-4560.1994.tb02420.x
  27. Varadarajan, P. R., & Menon, A. (1988). Cause related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58-74. https://doi.org/10.2307/1251450

Cited by

  1. A Study on Characteristics And Intrinsic Meaning of Conspicuous Kids Fashion vol.66, pp.7, 2016, https://doi.org/10.7233/jksc.2016.66.7.001