Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Eco-design Clothing Purchase, Usage and Disposal -A Cross-country Study of China and Korea-

  • Jin, Cheng (Academy of Fine Arts, Yanbian University) ;
  • Cui, Yu Hua (Academy of Fine Arts, Yanbian University)
  • Received : 2019.02.24
  • Accepted : 2019.06.18
  • Published : 2019.07.30
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Abstract

Eco-design is an environmental key point since consumers' consumption behaviors have huge impacts on the environment. The objective of this study was to investigate the various responses between Chinese and Korean consumers and to look into the effects that consumers' environmental awareness have on eco-design clothing product purchase, usage and disposal. The study comprised of literature review and empirical research conducted through on line survey (www .sojump.com) from 5-20th Jan 2019. 200 Chinese respondents and 200 Korean respondents were collected and structural equation modeling (SEM) was used to test the research hypotheses. The results suggested that consumers' environmental awareness positively influenced their three ecological dimensions about consumption. In addition, the positive relationship was also influenced by respondents' nationality. These results suggest that consumers' environmental awareness is an important responsibilities and could become more important retail mix for clothing marketers. Findings would also enable environmental organizations to understand eco behavior and to design appropriate strategic decisions to appeal eco-summers. Other findings and implications were also discussed.

Keywords

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Figure 1. The Proposed Research Model

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Figure 2. Test of the Structural Model between Two Groups

Table 1. Confirmatory Factor Analysis and Measurement Results for Model Constructs

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Table 2. Reliability and Validity of Measures

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Table 3. Comparison of Measurement Model as Non-restricted Model and Restricted Model

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Table 4. Group Comparisons of Path Coefficients

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