• 복식문화연구
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• 제26권3호
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• pp.409-426
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• 2018

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products' upcycled nature.

• Asia Marketing Journal
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• 제22권2호
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• pp.19-57
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• 2020

A rapidly shifting, hyper-sensitive modern fashion industry, coupled with an increasingly developing global environmental concern, has seen to an ever-imperative role for corporate social responsibility (CSR) to play in the successful operation of fashion companies. This study primarily investigates effective measures for successful CSR implementation in both corporate and consumer domains, looking at Patagonia, an exemplar company with an environmental mission, to understand the central contributions of active consumer engagement to the success of CSR initiatives. We explore consumer admiration as a concept necessary to elevate CSR practices from image maintenance to genuine engagement and advocacy, and how such admiration could be cultivated on the consumer-side, investigating perceived CSR authenticity and corporate self-sacrifice as primary determinants. Specifically, we speculate the asymmetric role of consumers' moral identity, revealing that moral identity symbolization positively interacts with both determinants while negatively moderating the relationship of these intentions and consumer admiration. We derive our analysis from diverse international and Korean data, concluding with theoretical and managerial implications for domestic and international companies in pursuit of environmental CSR campaigns that bridge consumer and company, as well as limitations and future research directions.

• 유통과학연구
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• 제12권3호
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• pp.55-63
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• 2014

Purpose - This study aims to examine differences in donation behavior as surrogates of prosocial consumption behavior among three generation types. Further, it attempts to examine the moderator roles that affect donation behavior influenced by the difference in generations. Research design, data, and methodology - This study used the statistical ANOVA technique to examine generational difference. Surveys were structured differently by ages, as 20th, 30th, 40th, 50th, 60th, and 70th to classify generations into each group. A survey to measure the psychological distance was performed to identify whether the respondents intended to donate to a domestic or overseas target. Results - First, subjective judgment of psychological distance has no effect on objective donation behavior. Second, though the result of the relationship with moral identity is not statistically significant, it provides evidence that a higher moral identity level possesses more donation behavior. Further, groups with higher symbolization tend to donate more than the others. This was especially evident among the young and baby boomer generation. Conclusion - This empirical study suggests that marketers need to differentiate the market segment of the baby-boomer generation with high purchasing power of prosocial consumption.