Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Evaluation of Vegan Fashion Products by Consumers in Online Review

온라인 구매후기에 나타난 소비자의 비건 패션제품 평가 차원

  • Jiwoon Jeong (Dept. of Fashion and Textile, Seoul National University) ;
  • So Jung Yun (Dept. of Fashion and Textile, Seoul National University)
  • Received : 2023.05.11
  • Accepted : 2023.06.19
  • Published : 2023.08.28
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Abstract

This study examines customer reviews from online stores of Korean vegan fashion brands to determine the qualities that customers value in vegan fashion items. For this purpose, we conducted a case study of online reviews-2,285 reviews were collected and analyzed. The results are as follows: The clothing evaluation criteria for vegan fashion products can be divided into four categories: aesthetics, material characteristics, affordability, and characteristics. This suggests that evaluation standards for vegan fashion items operate at multiple levels. The animal welfare aspect of the product was the most important factor, followed closely by how well the clothes fit. High-quality vegan materials and the use of recycled materials that are environmentally friendly were emphasized. The findings of this study suggest that even for vegan products, stylistic features remain an essential component of fashion items. To understand the main aspects of clothing evaluation criteria in the current vegan fashion market, this study differs from other studies in that it examined online reviews of vegan fashion brands. This comprehensive analysis contributes to a deeper understanding of customer preferences and highlights the importance of ethical considerations alongside style in the evaluation of vegan fashion items, providing valuable insights for the industry. Moving forward, this study is significant in suggesting that vegan fashion brands should develop their products as well as their brands, capitalizing on the demand for ethically conscious and stylish options.

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References

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