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지속가능 패션제품에 대한 소비자의 구매의도 및 구매행동 영향요인에 관한 연구: E-TPB(확장된 계획행동이론)를 바탕으로

A Study on the Factors Influencing of Consumers‘ Purchase Intention and Purchase Behavior for Sustainable Fashion Products: Based on Expanded Theory of Planned Behavior

김영삼|정다운
한국패션비즈니스학회|2022.11|패션 비즈니스 (Journal of Fashion Business)|제26권 제5호|pp. 105-121

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참고문헌

키워드

지속가능성구매의도sustainability계획행동이론구매행동purchase behaviortheory of planned behaviorpurchase intentionsustainable fashion지속가능패션
주제분류생활과학

초록

To improve the discrepancy between consumer attitude and actual consumption behavior despite the expansion of consumer perception of sustainable fashion, this study attempted to identify the factors influencing the purchase intention and behavior of sustainable fashion consumers. The extended theory of planned behavior, which adds prior knowledge and consumer inertia, was used to predict purchase intention and factors affecting purchase behavior for sustainable fashion, and to verify the influence of knowledge and inertia on consumers' attitudes, subjective norms, and perceived behavioral control. The results of this study were derived from SPSS and AMOS statistical analysis based on response data of 323 domestic male and female consumers, 20 years or older with experience in sustainable fashion consumption. The results showed that consumers' prior knowledge and inertia about sustainable fashion have a significant influence on their attitude toward sustainable fashion consumption, subjective norms, and perceived behavioral control. Implications were derived based on this quantitative verification. The higher the level of consumers' knowledge of sustainable fashion, the greater the impact on attitude, subjective norms, and perceived behavioral control, but inertia decreases the impact. Therefore, to grow consumers' knowledge, not only a shopping environment should be established but also inertia should be suppressed as much as possible through sustainable fashion marketing activities.

Abstract

To improve the discrepancy between consumer attitude and actual consumption behavior despite the expansion of consumer perception of sustainable fashion, this study attempted to identify the factors influencing the purchase intention and behavior of sustainable fashion consumers. The extended theory of planned behavior, which adds prior knowledge and consumer inertia, was used to predict purchase intention and factors affecting purchase behavior for sustainable fashion, and to verify the influence of knowledge and inertia on consumers' attitudes, subjective norms, and perceived behavioral control. The results of this study were derived from SPSS and AMOS statistical analysis based on response data of 323 domestic male and female consumers, 20 years or older with experience in sustainable fashion consumption. The results showed that consumers' prior knowledge and inertia about sustainable fashion have a significant influence on their attitude toward sustainable fashion consumption, subjective norms, and perceived behavioral control. Implications were derived based on this quantitative verification. The higher the level of consumers' knowledge of sustainable fashion, the greater the impact on attitude, subjective norms, and perceived behavioral control, but inertia decreases the impact. Therefore, to grow consumers' knowledge, not only a shopping environment should be established but also inertia should be suppressed as much as possible through sustainable fashion marketing activities.

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