Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Influence of Consumption Values and Materialism/Voluntary Simplicity on Attitudes Toward Eco-Friendly Fashion Products -A Study of College Students in Seoul-

  • Jin, Hyun-Jeong (Dept. of Science & Technology Education for Life, Seoul National University of Education)
  • Received : 2020.11.11
  • Accepted : 2020.12.22
  • Published : 2020.12.30
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Abstract

As interest in the environment increases, consumers increasingly choose to buy products with eco-friendly production processes. The purpose of this study was to determine the effect of consumption values and materialism/voluntary simplicity on the attitudes and purchase intentions toward eco-friendly fashion products. A survey of university students in Seoul was conducted and 203 questionnaires were analyzed using SPSS 23.0. The consumption values consisted of six factors: subjective value, novelty value, social value, brand value, practical value, and health/safety value. Materialism/voluntary simplicity was grouped into two factors of materialism pursuit and voluntary simplicity pursuit. Brand values were found to negatively affect attitudes toward eco-friendly fashion products. The more one pursued brand names, the more negative was one's attitude toward eco-friendly fashion products. Health/safety values had a positive effect on purchase intentions for eco-friendly fashion products and voluntary simplicity pursuit had a positive effect on both attitudes and purchase intentions. The materialist group had high subjective value, novelty value, social value, and brand value among the consumption values, and the voluntary simplicity-seeking group tended to pursue the value of health and safety. This study was meaningful in that it identified the characteristics of consumers showing favorable attitudes toward eco-friendly fashion products.

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References

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