Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Technology·Culture Convergence and Sustainability Management Activities of Fashion Brands on Sustainability Evaluation

패션 브랜드의 기술·문화 융합과 지속가능 경영 활동에 따른 지속가능성 평가연구

  • Park, Suhyun (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
  • 박수현 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2016.02.03
  • Accepted : 2017.03.31
  • Published : 2017.04.30
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Abstract

In the context of the convergence revolution that brings together culture, technology, and humanities, the fashion industry is aiming to form product strategies to create added value. The ultimate aim of these strategies is to satisfy consumers' diverse needs. Boosted by discussions on sustainability in the fashion industry, sustainability management activities are also emerging as a trend in product strategy. Therefore, it is important to consider both convergence and sustainability management activities together as drivers of fashion brands' product strategies. The main objectives of this study are as follows: (1) to examine the differences in sustainability evaluation by product strategy, (2) to determine how sustainability evaluation affects brand attitude and purchase intention, and (3) to identify how this effect varies according to the types of convergence and sustainability management activities. The main findings of this research are as follows. First, sustainability evaluation varies according to fashion brands' product strategy. Second, evaluation has a positive effect on brand attitude and purchase intention. Third, the effect varies according to the types of convergence and sustainability management activities. This study is an extension of previous research for combining fashion brands' convergence and sustainability management activities as a part of their product strategy, which, in turn, contributes to positive consumer responses on the marketing level. Moreover, results provide practical implications for fashion brands that enable them to establish efficient marketing strategies regarding to convergence and sustainability management activities.

Keywords

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