패션 브랜드의 환경적 액티비즘에 대한 MZ세대의 인식 분석

Abstract

The purpose of this study is to examine the changing perceptions of the MZ generation toward the environmental activism of fashion brands by analyzing Instagram hashtags, and to suggest strategies for enhancing brand value and promoting activism marketing. Instagram data were collected over 18 months using keywords such as ‘brand activism,’ ‘value consumption,’ ‘sustainable fashion,’ and ‘fashion brand.’ The CONCOR analysis of brand activism revealed clusters including ‘ESG management values of fashion brands for the MZ generation,’ ‘vegan cosmetics with environmental awareness,’ ‘the humanities of Generation Z,’ and ‘eco-friendly residential spaces.’ For value consumption, clusters identified were ‘upcycling brand recommendations,’ ‘eco-friendly campaigns of vegan cosmetics,’ ‘everyday eco-friendly behavior of the MZ generation,’ and ‘value consumption fashion products.’ In sustainable fashion, the clusters included ‘the direction of sustainable fashion,’ ‘eco-friendly fashion materials and products,’ ‘categories and expansion of sustainable fashion,’ and ‘lifestyle changes of the MZ generation.’ Finally, analysis of fashion brands produced clusters such as ‘SNS-driven MZ fashion style,’ ‘fashion brand differentiation,’ ‘branding for sustainable fashion,’ and ‘MZ women’s fashion.’ The findings indicate that fashion brand activism reflects practical actions on sustainability and meaningful responses to the climate crisis. These results can serve as foundational data on value consumption trends and participation patterns of the MZ generation, providing insights into marketing strategies that resonate with their values.