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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Imported Fashion Products' Use of an Ecolabel, Product Category, and Country of Origin on Consumers' Perceived Physical Risk, Attitude Towards the Products, and Purchase Intention

수입 의류 제품의 에코라벨 인증마크 부착 여부, 제품군, 원산지 국가가 소비자의 신체적 위험지각, 제품에 대한 태도 및 구매의도에 미치는 영향

  • Yu, Heejeong (Dept. of Human Ecology, Jeonbuk National University) ;
  • Shim, Soo In (Dept. of Fashion Design, Jeonbuk National University/Research Institute of Human Ecology, Jeonbuk National University)
  • 유희정 (전북대학교 생활과학과) ;
  • 심수인 (전북대학교 의류학과/전북대학교 인간생활과학연구소)
  • Received : 2019.05.24
  • Accepted : 2019.12.23
  • Published : 2020.02.29
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Abstract

Some consumers question the safety of imported fashion products. We examine the effects of the use of an ecolabel, product category, and country of origin on consumer responses such as perceived physical risk, attitude towards a product, subjective norm, and intention to purchase imported fashion products. A sample of 508 adults in their 30s to 40s participated in online survey experiments. The survey experiments used 2 (the use of the ecolabel vs no label) × 4 (country of origin: China, Dominican Republic, Norway, and the United States) between-subjects and 4 (product category: men/women's wear, children's wear, underwear, and accessories) within-sub-jects factorial design. A total of 32 product-catalog images (stimuli) and eight versions of the questionnaire were developed. The use of the ecolabel is identified as having a significantly lower perceived physical risk than the no-label. The consumers' perceived physical risk also differs depending on product category and country of origin. Consumers perceive a higher physical risk about children's wear and underwear than other product categories as well as fashion products sourced from developing countries than from developed countries. The reduction of physical risk is found to facilitate consumers' purchase decision-making process.

Keywords

References

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