The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effect of consumption propensity and fashion product consumption attitude on fair trade fashion product purchase intension

소비자의 소비성향과 패션제품 소비태도가 공정무역 패션제품 구매의도에 미치는 영향

  • Song, Ye Jin (Dept. of Organic Materials & Fiber Engineering, Soongsil University) ;
  • Shin, Sangmoo (Dept. of Organic Materials & Fiber Engineering, Soongsil University)
  • 송예진 (숭실대학교 유기신소재.파이버공학) ;
  • 신상무 (숭실대학교 유기신소재.파이버공학)
  • Received : 2017.07.25
  • Accepted : 2017.10.24
  • Published : 2017.10.31
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Abstract

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach's alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

Keywords

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