The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Awareness, attitude, and behavior of global and Korean consumers towards vegan fashion consumption - A social big data analysis -

  • Yeong-Hyeon Choi (Center for Data Information, National Institute of Green Technology) ;
  • Sungchan Yeom (Center for Data Information, National Institute of Green Technology)
  • Received : 2024.01.04
  • Accepted : 2024.02.16
  • Published : 2024.02.29
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Abstract

This study utilizes social big data to investigate the factors influencing the awareness, attitude, and behavior toward vegan fashion consumption among global and Korean consumers. Social media posts containing the keyword "vegan fashion" were gathered, and meaningful discourse patterns were identified using semantic network analysis and sentiment analysis. The study revealed that diverse factors guide the purchase of vegan fashion products within global consumer groups, while among Korean consumers, the predominant discourse involved the concepts of veganism and ethics, indicating a heightened awareness of vegan fashion. The research then delved into the factors underpinning awareness (comprehension of animal exploitation, environmental concerns, and alternative materials), attitudes (both positive and negative), and behaviors (exploration, rejection, advocacy, purchase decisions, recommendations, utilization, and disposal). Global consumers placed great significance on product-related information, whereas Korean consumers prioritized ethical integrity and reasonable pricing. In addition, environmental issues stemming from synthetic fibers emerged as a significant factor influencing the awareness, attitude, and behavior regarding vegan fashion consumption. Further, this study confirmed the potential presence of cultural disparities influencing overall awareness, attitude, and behavior concerning the acceptance of vegan fashion, and offers insights into vegan fashion marketing strategies tailored to specific cultures, aiming to provide vegan fashion companies and brands with a deeper understanding of their consumer base.

Keywords

Acknowledgement

This research was conducted with the support of the National Green Technology Research Institute under the project "[F2330101] Establishment of Platform Operating Scheme for Systematic Management of Green Technology Data".

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