• Journal of the Korea Fashion and Costume Design Association
• /
• v.16 no.2
• /
• pp.111-126
• /
• 2014

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands. As antecedents, fashion consciousness, eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment were considered. It was hypothesized that fashion consciousness influence the attitudes toward purchasing fast fashion brands both directly and indirectly through eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The hypothesized relationship test proved that fashion consciousness influences the attitudes toward purchasing fast fashion brands both directly and indirectly through ongoing search behavior and shopping enjoyment. In addition, eco-fashion consumption decision influence directly influences the attitudes toward purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• The Research Journal of the Costume Culture
• /
• v.22 no.4
• /
• pp.511-525
• /
• 2014

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

• Fashion & Textile Research Journal
• /
• v.19 no.2
• /
• pp.166-179
• /
• 2017

Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.21 no.2
• /
• pp.1-13
• /
• 2019

The objectives of this study are (1) to classify fashion consumers based on innovativeness and nostalgia and (2) to explore the differences in product purchase criteria, fashion information sources, and attitudes toward eco-friendly and fast fashion products among the identified groups of consumers. A total of 327 respondents were clustered into four distinct groups: (1) high innovativeness and low nostalgia, (2) high innovativeness and high nostalgia, (3) low innovativeness and high nostalgia, and (4) low innovativeness and low nostalgia. The four groups showed significant differences in the purchase criteria of quality, design, and brands and no difference in the criteria of functionality and washing methods. The four groups preferred different sources of fashion information: fashion magazines, people in the street, and salespeople, but did not differ in terms of social networking services (SNS) and in-store displays. While the four groups had significantly different attitudes toward eco-friendly fashion products, they did not show differences in attitudes toward fast fashion products, excluding usefulness. These meaningful results provide guidelines for developing more effective merchandising strategies for both eco-friendly and fast fashion products.

• Journal of Fashion Business
• /
• v.24 no.6
• /
• pp.109-119
• /
• 2020

As interest in the environment increases, consumers increasingly choose to buy products with eco-friendly production processes. The purpose of this study was to determine the effect of consumption values and materialism/voluntary simplicity on the attitudes and purchase intentions toward eco-friendly fashion products. A survey of university students in Seoul was conducted and 203 questionnaires were analyzed using SPSS 23.0. The consumption values consisted of six factors: subjective value, novelty value, social value, brand value, practical value, and health/safety value. Materialism/voluntary simplicity was grouped into two factors of materialism pursuit and voluntary simplicity pursuit. Brand values were found to negatively affect attitudes toward eco-friendly fashion products. The more one pursued brand names, the more negative was one's attitude toward eco-friendly fashion products. Health/safety values had a positive effect on purchase intentions for eco-friendly fashion products and voluntary simplicity pursuit had a positive effect on both attitudes and purchase intentions. The materialist group had high subjective value, novelty value, social value, and brand value among the consumption values, and the voluntary simplicity-seeking group tended to pursue the value of health and safety. This study was meaningful in that it identified the characteristics of consumers showing favorable attitudes toward eco-friendly fashion products.

• The Research Journal of the Costume Culture
• /
• v.19 no.1
• /
• pp.119-127
• /
• 2011

This purpose of this study was to analyze the formation and look into design characteristics by types and method of expression on multifunctional eco-friendly fashion design. Total 191 pieces of multifunctional fashion design photographs were collected through fashion collection from 2000 S/S to S/S 2010 F/W on the website. First, the characteristics of multifunctional eco-friendly fashion design used squared silhouette, achromatic colors, plain patterns for pollution control, hard materials to prolong the product, it was clear that details were minimized to save resources. Second, there were 5 changeable types of multifunctional eco-friendly fashion design which were changes in changing forms, material changes, item changes, detail changes and complex changes. Third, as the result of changeable types by method of expression, the changing forms were expressed by removable, material changes by reversible, detail changes by open and close and item changes by shifting. Forth, the formative properties of multifunctional eco-friendly fashion design had flexibility, multifunction, versatility and amusing. Therefore, this study will be helpful in planning multifunctional eco-friendly fashion design according to the kind of formative characteristics, changeable types, method of expression and provide concrete fundamental materials for the expert in clothing on the base of objective data through statistical analysis.

• Journal of the Korean Society of Costume
• /
• v.30
• /
• pp.227-237
• /
• 1996

The purpose of this study is to investigate the main characteristics of the environmentalism expressed in contemporary fashion. i.e. 'eco-look'. They can be categorized into naturalism symbolism primitiveness and concern about recycling. First naturalistic tendency can be found in through the method of some contemporary eco-looks which are using natural colors harmonisation of the colors in similarity and in controst and expressing in a realistic manner some natural entities or use some ornaments representing them. Such trends easily let people to feel the clothes unified with the nature and human beings. Secondly some contemporary eco-looks express environmentalistic ideas for examples the idea for protection of the nature or the idea against pollution of the earth and destruction of nature in a symbolistic way. Thirdly primitiveness is one of the most characteristic feature in contemporary eco-looks. It can be found in contemporary eco-looks, In can be found in some eco-looks using primitive or original images of Africa and underdeveloped countries. it reflects the human desire to go back to the nature or to the unity with the nature, Finally recycled materials are commonly used in eco-look. Patchwork and handmade knits are popular methods for this mode. They implicates the idea of pragmatism and simplicity in fashion. One Conclusion of the paper on eco-look: fashion design which can be itself an import-ant environment of human beings Secondly some contemporary eco-looks ex-press environmentalistic ideas for examples the idea for protection of the nature or the idea against pollution of the earth and destruction of nature in a symbolistic way. Thirdly primitiveness is one of the most characteristic feature in contemporary eco-looks. It can be found in some eco-looks using primitive or original images of Africa and underdeveloped countries. it reflects the human desire to go back to the nature or to the unity with the nature. Finally recycled materials are commonly used In eco-look Patchwork and handmade knits are popular methods for this mode. They implicates the idea of pragmatism and simplicity in fashion. One Conclusion of the paper on eco-look ; fashion design which can be itself an import-ant environment of human beings has become a very efficient and significant tool to express the idea of ecology.

• Fashion & Textile Research Journal
• /
• v.12 no.5
• /
• pp.555-563
• /
• 2010

This research has attempted for a categorization by contemplating on concepts and characteristics of eco fashion design through analysis of precedent studies and to study the design characteristics, images, and internal values through keyword and design codes which appeared in the precedent studies. The subject of analysis was mostly focused on the theses published in international and domestic academic journals from 1990s to September 2009. The design characteristics of each eco fashion design were analyzed by classifying by form, detail, color, fabric and pattern. Method of analysis did content analysis. The results of the research can be summarized as follows. First of all, types of eco fashion design were human-ecology design, natural-ecology design, and social-ecology design. Secondly, the human-ecology design was presented a natural and comfortable form, color of the nature, and functional and new materials. The natural-ecology design was presented a natural silhouette, natural colors, and natural fiber. The social-ecology design were used a loose silhouette and over-size forms, natural colors, and recycled materials and bio fabric. Thirdly, the images per type of eco fashion design were Zen, sportive, natural, and modern image. And the internal values were presented efficiency, health-orientation, naturalness, and continuity.

• International Journal of Costume and Fashion
• /
• v.12 no.1
• /
• pp.83-95
• /
• 2012

This study aims to develop the 21st century eco design-based fashion products by examining Taller Flora products and presenting eco design approaches. Eco design terms were examined based on literature, and Taller Flora products were explored based on literature and websites. The following research issues were discussed. First, eco design terms are totally handled, thus defining the eco design. Second, eco design-oriented Taller Flora products are examined to explore design approaches. Eco design aims to conserve and heal the global environment with focus on a greater understanding of and interest in nature. As such, eco design is based on a new modern concept of aestheticism that seeks to minimize environmental damage caused by the three processes of production and distribution use and disposal, to take social and moral responsibilities for such activities, and to avoid hurting the environment. Taller Flora brands seek to produce products by keeping close ties with indigenous communities in various nations, and by emphasizing and embracing indigenous people's craftsmanship spirit and creativity Indigenous people use eco-friendly materials and produce products with craftsmanship spirit, and their cooperation by linking different cooperative networks is a good model for strengthening fair trade networks. These addresses the problem of expanding design work through traditional crafting. Therefore, the features of Taller Flora brands presented a new method to approach the eco fashion. The research findings are expected to help develop the eco design of fashion products.

• Journal of Fashion Business
• /
• v.16 no.4
• /
• pp.29-45
• /
• 2012

The purpose of this study is for providing not only the latest design technique trend for zero waste fashion, but information about creative fashion design education through eco-fashion industry trend in globally and domestic which is focusing on eco-fashion labelling. The research were processed with literature related eco, sustainable, green fashion books, former articles, newspapers, and web sites. The results as follows; The certification about eco-fashion product is moving to 'Life Cycle Assessment' from focused on primary process like material, finishing, dyeing. Especially simplicity of process means reducing the wastes. And fabric wastage for adult outwear was estimated 15% percent of total fabric used in general design studios. Three cases for Zero waste fashion were as follows; First, Jigsaw puzzle by Timo Rissane and Mark Liu were different zero waste methods, but the result was same. Rissene's method was based on traditional cutting like 'cut and sew' but traditional cutting can lead to design that have an abundance of fabric and drape. Jigsaw of Rissene was approached with description a pattern-cutting technique in which all piece interlock with each other generating no waste from design production. Another Jigsaw by Liu was related with innovative textile design. DTP makes the possibilities for zero waste garment production almost endless. The dress intricately cut from 10 pieces, wastes none of the fabric required to make it. Second, Subtraction Cutting by Julian Roberts provides unexpected fluid, organic forms and zero waste fabric. Utilizing Roberts plug(tunnel) technique enables any part of the garment that is removed for fit or aesthetics to be reincorporated into the design of garment. Third was 'Bio Couture' by Suzanne Lee. She has created garments from cellulose bacteria which grow in a bathtub using only green methods addressing in such as way ecological issues and exploring the future of fashion design in conjunction with technology.