• Human Ecology Research
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• v.54 no.3
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• pp.251-262
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• 2016

This study analyzes the relation of the consumption values and ethical fashion consumption behavior as well as other influential factors between Korean and German ethical consumers based on the 'Modified Theory of Planned Behavior.' A survey was conducted on female consumers in their 20s and 30s, who experienced ethical fashion consumption in Seoul and Berlin. A factor analysis, reliability analysis, F -test and multiple regression analysis were performed for model verification. The research results indicated that emotional value (in case of Korea) and functional value out of consumption values (in case of Germany) have significant effects in regards to the influence of consumption values on ethical self-identity. The effects of ethical self-identity on ethical fashion consumption behavior indicated that Korean ethical self-identity influenced the ethical fashion consumption behavior of moderating and simplicity and eco-friendly certification versus local consumption as well as above factors (in case of Germany) explained by ethical self-identity. Both variables had a negative moderating effect in Korea in regards to the moderating effects of social comparison and materialism in the relations of ethical self-identity and ethical fashion consumption behavior; however, only materialism was an influential factor in Germany. The results of the research variables by individualism/collectivism indicated that the horizontal-collectivism group showed the highest ethical self-identity along with the lowest materialism tendency that had a high point of consumption behavior towards local consumption. However, the vertical-individualism group was outstanding. The consumption behavior aimed at moderating and simplicity.

• Fashion & Textile Research Journal
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• v.15 no.6
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• pp.932-941
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• 2013

This study aims to investigate the impacts on adolescents of the application of the education program for ethical consumption related to clothing in terms of their clothing-related ethical consumption consciousness, and in terms of their general ethical consumption knowledge and behaviors. Additionally, the effects of clothing-related ethical consumption consciousness and general ethical consumption knowledge on general ethical consumption behavior were examined. The program for education in ethical consumption related to clothing for adolescents was developed and applied, two surveys for the pre-post test design were conducted with high school female and male students, and a total of 158 responses were analyzed. The results of this study were as follows. 1) The results of the factor analysis and the reliability test on ethical consumption consciousness for high school students clearly showed factorial structures including Pro-environmentalism, Animal welfare, Social responsibility, and Recycling. 2) Analysis of the differences in the means of ethical consumption consciousness, knowledge, and behaviors of respondents between pre-test and post-test revealed that posttest means of all research variables after application of the education program were higher than pre-test means. 3) The ethical consumption knowledge had important medicating roles in the relationship between ethical consumption consciousness with regard to clothing and general ethical consumption behaviors. Overall, the study provides empirical evidence to support the notion that there is a need for applying an ethical consumption education program to lead adolescents to consume ethically.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.6
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• pp.1071-1084
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• 2017

This study investigates ethical fashion consumption factors and corporate social responsibility (CSR) factors to segment consumer groups by ethical fashion consumption (EFC) and identify differences of EFC groups in the perception of CSR and demographics. I surveyed 390 people over age 20 in February and March, 2017. Data were analyzed with factorial analysis, cluster analysis, ANOVA, LSD, Chi-square, Cronbach's ${\alpha}$, using SPSS 20.0. The survey showed. 1) Five EFC factors (boycott/active purchase, donation/environmental protection, saving, legal consumption, and recycle) were extracted. 2) Four CSR factors (responsibility for stakeholder, ethical/environmental responsibility, social/charitable responsibility, and economic responsibility) were extracted. 3) EFC consumers were classified into four segments (low ethic, recycle, legal, and high ethic). 4) The perception of CSR factors was different among EFC groups. 5) The distribution of age level, education level, occupation, monthly purchase cost of clothing, and religion were different among EFC groups.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.421-433
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• 2017

The purpose of this study was to examine the influence of consumer's ethical consumption consciousness and lifestyle on sustainable fashion. The data was analyzed by reliability analysis, factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, and multiple regression. The major results of this study were as follows. First, three factors of sustainable fashion were identified: eco-friendliness, recycling, and safety. Second, three factors of ethical consumption consciousness were identified: social ethics, environmental ethics, and public ethics. Based on these factors, the subjects were categorized into three clusters (high, middle, and low ethical consumption consciousness group). Third, four factors of life style were identified: pursuit of brand, appearance, cautiousness, and information. Based on these four factors, the subjects were categorized into three clusters (brand/appearance, cautiousness/information, and unconcerned group). Fourth, three factors of ethical consumption consciousness significantly influenced eco-friendliness factor of sustainable fashion. Also, the recycling factor of sustainable fashion was influenced by social ethics, environmental ethics, pursuit of brand, and pursuit of information. The safety factor of sustainable fashion was influenced by environmental ethics, public ethics, and pursuit of information. The results of this study suggest that practical and various environmental education need to be provided to consumers, because high environmental ethical consciousness consumers evaluated sustainable fashion positively. Additionally, accurate information on eco-friendliness, recycling, and safety of clothing products would need to be provided by fashion businesses through various routes, because those with information-pursuing lifestyle were found to have deep interests in sustainable fashion.

• The Research Journal of the Costume Culture
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• v.29 no.3
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• pp.307-327
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• 2021

This study analyzed the effects of fashion consumers' moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.

• Journal of Fashion Business
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• v.24 no.2
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• pp.68-84
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• 2020

The purpose of this thesis is to suggest a Practical Plan for ethical consumption by reviewing the category of Vegan Fashion and investigating its Social Value of vegan fashion. This will be achieved through investigating the papers and official home pages of 13 selected Vegan Fashion brands. It was found that in terms of use of materials such as leather, fur and organic fibers the brands can be divided into three sections: fur-free, cruelty-free and perfect vegan. A Practical Plan is suggested based on the aspects of production, consumption, distribution and education. Firstly, the provider should be required to understand vegan materials deeply, it is also desirable for them to get vegan certifications. Secondly, the seller should also understand about vegan materials, and be able to explain this to consumers. The education from the seller is vital and the meaning of logos and associated contents used by the label should be clearly explained to consumers. Thirdly, the association of consumers, and fashion brands should cooperate to enhance the level of general understanding in society further, this should influence new laws, that address ethical issues regarding the use of fur in fashion. Environmental problem of the future might be reduced if the stakeholders in Vegan Fashion are cooperatively and actively trying to educate the general population and make Vegan Fashion popular and ethical consumption popular.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.656-669
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• 2017

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach's alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

• Fashion & Textile Research Journal
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• v.22 no.2
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• pp.181-191
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• 2020

The fashion industry has faced environmental, social, and ethical issues due to increased interest in ethical consumption. Numerous ethical studies have been conducted in the fashion industry. This study looked at the current state of research by year, academic journal, and detail in major related papers published in Scopus, KCI and KCI between 2009 and 2019. Ethical fashion studies began to appear in 2009 and were concentrated in certain academic journals and focused on fashion marketing and fashion design. Topics in ethical fashion were terms such as sustainable, eco-friendly, up-cycling, recycling, eco, zero-waist, and organic. In ethical fashion studies, environmental studies were conducted most often; in addition, the terms used along with ethical fashion tend to be frequently used for each particular major. Looking at key words used in research by period, the study showed that research was most diverse between 2016 and 2019. In particular, environmental and social issues of ethical fashion and convergence with animal protection, new distribution, science and technology sectors were newly added between 2016 and 2019. This study used text mining and network analysis to understand the overall trends of ethical fashion studies in Korea. In conclusion it is important to realize the relationship between the main words along with the current status analysis.

• Human Ecology Research
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• v.60 no.3
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• pp.443-458
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• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.2
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• pp.159-173
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• 2013

This research investigates the mechanism of ethical fashion consumption by examining the effects of benefit and risk perception on ethical fashion consumption attitudes and behavioral intention. To test the hypotheses, 300 female consumers between the ages of 20 and 49 were invited as study participants. The reliability and the validity of multi-item constructs were tested by Confirmatory Factor Analysis. The hypotheses were tested by utilizing Structural Equation Analysis and hierarchical multiple regression analysis. The benefit perception of ethical consumption was composed of three benefit types, which were altruistic benefit, social image benefit, and self-oriented benefit. Benefit perception, except social image benefit, had significant effects on consumer attitudes towards ethical fashion consumption; similarly, benefit perception had significant effects on behavioral intention (except self-oriented benefit) which had an effect on behavioral intention only when it was mediated by attitudes. Further analysis was conducted to understand the reason for the weak relationship between attitudes and behavioral intention. Financial and performance risk perceptions were tested for the moderating roles of attitudes and behavioral intention; subsequently, only financial risk interacted with attitudes and showed that the positive effects of attitudes on behavioral intention were weakened by a high financial risk perception. Performance risk had a main effect on behavioral intention independent of attitudes. Managerial implication and future study directions are also discussed.