Awareness, attitude, and behavior of global and Korean consumers towards vegan fashion consumption: A social big data analysis
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
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.
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.
참고문헌 (40)
- Bae, S., "A review of the vegan fashion category and a practical plan for ethical consumption", Journal of Fashion Business, 24(2), pp.68~84 (2020)[DOI]
- Brounen, D., "Energy literacy, awareness, and conservation behavior of residential households", Energy Economics, 38, pp.42~50 (2013)[DOI]
- Choi, S. Y., "An exploratory study of vegan fashion consumption based on grounded theory approach", master, pp.2019
- "하얀 토끼털이 따뜻하십니까" (2013)[URL]
- Choi, Y. -H., "Vegan fashion and dilemma : Macroscopic approach using social big data", doctor, pp.2021
- Choi, Y. -H., "The moral dilemma in fashion : Using the prisoner’s dilemma game on animals and the environment", Fashion Theory, 27(3), pp.443~472 (2022)[DOI]
- Choi, Y. -H., "Diffusion of veganism in fashion and beauty : A semantic network analysis", Journal of the Korean Society of Costume, 69(6), pp.75~94 (2019)[DOI]
- Choi, Y. J., "A qualitative research on shop-ping orientation and purchase decision-making process of vegan fashion consumer", master, pp.2019
- Choi, Y. J., "The attitude-behavior gap in faux fur consumption : Focusing on the moderating role of subjective norm and perceived consumer effectiveness", Journal of the Korean Society of Costume, 70(5), pp.131~142 (2020)[DOI]
- Chon, Y. M., "Consideration on the availability of crowdfunding platform as an emotionally sustainable textile design", The Journal of Korean Society of Design Culture, 23(4), pp.677~690 (2017)[DOI]
- DeWaters, J. E., "Energy literacy of secondary students in New York State(USA) : A measure of knowledge, affect, and behavior", Energy Policy, 39(3), pp.1699~1710 (2011)[DOI]
- Ferguson, K., "The music of Pythagoras : How an ancient brotherhood cracked the code of the universe and lit the path from antiquity to outer space" (2011), Bloomsbury Publishing
- Freeman, L. C., "Centrality in social networks conceptual clarification", Social Networks, 1(3), pp.215~239 (1978)[DOI]
- Gottfried, M., "Vegan love : Dating and partnering for the cruelty-free gal, with fashion, makeup and wedding tips" (2017), Skyhorse Publishing
- Hasbullah, N. N., "The effect of perceived value on sustainable fashion consumption in the era of COVID-19 : A proposed conceptual framework", International Journal of Academic Research in Business and Social Sciences, 10(8), pp.895~906 (2020)[DOI]
- Jeong, J., "Perception and trend differences between Korea, China, and the US on vegan fashion : Using big data analytics", Journal of the Korean Society of Clothing and Textiles, 47(5), pp.804~821 (2023)[DOI]
- Jeong, J. W., "Dilemma types in vegan fashion design", Journal of Fashion Design, 18(4), pp.71~91 (2018)[DOI]
- Jung, K., "A study on consumer perception using text mining for the activation of vegan fashion brands", The Journal of Humanities and Social Science, 13(4), pp.977~992 (2022)[DOI]
- Jung, K., "A study on the strategies for activating the vegan fashion brand in the meaning out : Based on an Instagram hashtag analysis", Journal of Fashion Business, 27(3), pp.132~149 (2023)[DOI]
- Kang, S., "Ten-year change in vegan fashion and beauty industries in Korean society : A corpus analysis", Journal of the Korean Society of Clothing and Textiles, 47(4), pp.625~645 (2023)[DOI]
- Kim, H., "Changes in the perception of second-hand fashion consumption in the post-pandemic era", The Korean Fashion and Textile Research Journal, 24(1), pp.66~80 (2022)[DOI]
- Kim, N. H., "The current situation of vegan fashion brands as an alternative strategy", Journal of Fashion Design, 18(4), pp.17~33 (2018)[DOI]
- Kim, Y. B., "Analysis of differences in consumers’perceived benefits and risks, trust, and behavioral intentions before and after presenting the vegan certification mark of fashion products", Journal of Fashion Design, 23(3), pp.81~97 (2023)[DOI]
- Kim, Y. J., "Is ethical consumption altruistic or egoistic? : Consumer culture of wearing faux fur", Journal of Korean Society of Costume, 66(7), pp.17~33 (2016)[DOI]
- Lee, H., "The characteristics of veganism in Stella McCartney’s fashion", The Research Journal of the Costume Culture, 30(6), pp.779~798 (2022)[DOI]
- Lee, J. -S., "Patent classification by fine-tuning BERT language model", World Patent Information, 61, pp.101965~ (2020)[DOI]
- Li, J., "A study of big data-based employees’ public opinion system construction", Journal of Industrial Integration & Management, 5(2), pp.225~233 (2020)[DOI]
- Lim, Y. K., "A study on graphic user interface of vegetarian restaurant’s webpage for vegetarians", Journal of the Korean Society of Design Culture, 22(3), pp.395~404 (2016)[DOI]
- Markus, H. R., "Culture and the self : Implications for cognition, emotion, and motivation", Psychological Review, 98(2), pp.224~253 (1991)[DOI]
- Park, S., "Development and application of a scale of sustainable consumption of clothing products", Doctor, pp.2020
- Peter, J. P., "Consumer behavior and marketing strategy" (1998), McGraw-Hill
- Reimers, V., "The academic conceptualization of ethical clothing : Could it account for the attitude behaviour gap", Journal of Fashion Marketing & Management, 20(4), pp.383~399 (2016)[DOI]
- Environmental literacy: Its roots, evolution and directions in the 1990s, "Roth, C. E.", ERIC Clearinghouse for Science, Mathematics, and Environmental Education, ~ (1992)
- Shen, B., "The impact of ethical fashion on consumer purchase behavior", Journal of Fashion Marketing &Management, 16(2), pp.234~245 (2012)[DOI]
- Shin, D. C., "Do fur coats symbolize status or stigma? Examining the effect of perceived stigma on female consumers’ purchase intentions toward fur coats", Fashion and Textiles, 8(10), pp.1~17 (2021)[DOI]
- Soyez, K., "How national cultural values affect pro-environmental consumer behavior", International Marketing Review, 29(6), pp.623~646 (2012)[DOI]
- Styles, R., "Ecologist guide to fashion" (2014), The Ivy Press
- Wi, B. R., "Trends and implications of animal protection projects in contemporary fashion", Journal of Fashion Design, 19(4), pp.17~33 (2019)[DOI]
- Yoh, E., "Determinants of purchase intention for vegan fashion products : Application of the modified planned behavior model", The Research Journal of the Costume Culture, 26(2), pp.125~139 (2018)[DOI]
- Zhmud, L., "Pythagoras and the early Pythagoreans" (2012), Oxford University Press
