본문 바로가기
KERD
논문KCI 등재

패션 브랜드의 기술·문화 융합과 지속가능 경영 활동에 따른 지속가능성 평가연구

The Effect of Technology·Culture Convergence and Sustainability Management Activities of Fashion Brands on Sustainability Evaluation

박수현|고은주
한국의류산업학회 (The Society of Fashion and Textile Industry)|2017.04|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제19권 제2호|pp. 152-165|DOI 10.5805/SFTI.2017.19.2.152

1

조회

0

다운로드

8

인용

0

참고문헌

키워드

융합convergence구매의도purchase intention상품 전략지속가능 경영 활동지속가능성 평가product strategysustainability management activitiessustainability evaluation
주제분류생활과학

초록

In the context of the convergence revolution that brings together culture, technology, and humanities, the fashion industry is aiming to form product strategies to create added value. The ultimate aim of these strategies is to satisfy consumers’ diverse needs. Boosted by discussions on sustainability in the fashion industry, sustainability management activities are also emerging as a trend in product strategy. Therefore, it is important to consider both convergence and sustainability management activities together as drivers of fashion brands’ product strategies. The main objectives of this study are as follows: (1) to examine the differences in sustainability evaluation by product strategy, (2) to determine how sustainability evaluation affects brand attitude and purchase intention, and (3) to identify how this effect varies according to the types of convergence and sustainability management activities. The main findings of this research are as follows. First, sustainability evaluation varies according to fashion brands’ product strategy. Second, evaluation has a positive effect on brand attitude and purchase intention. Third, the effect varies according to the types of convergence and sustainability management activities. This study is an extension of previous research for combining fashion brands’ convergence and sustainability management activities as a part of their product strategy, which, in turn, contributes to positive consumer responses on the marketing level. Moreover, results provide practical implications for fashion brands that enable them to establish efficient marketing strategies regarding to convergence and sustainability management activities.

Abstract

In the context of the convergence revolution that brings together culture, technology, and humanities, the fashion industry is aiming to form product strategies to create added value. The ultimate aim of these strategies is to satisfy consumers’ diverse needs. Boosted by discussions on sustainability in the fashion industry, sustainability management activities are also emerging as a trend in product strategy. Therefore, it is important to consider both convergence and sustainability management activities together as drivers of fashion brands’ product strategies. The main objectives of this study are as follows: (1) to examine the differences in sustainability evaluation by product strategy, (2) to determine how sustainability evaluation affects brand attitude and purchase intention, and (3) to identify how this effect varies according to the types of convergence and sustainability management activities. The main findings of this research are as follows. First, sustainability evaluation varies according to fashion brands’ product strategy. Second, evaluation has a positive effect on brand attitude and purchase intention. Third, the effect varies according to the types of convergence and sustainability management activities. This study is an extension of previous research for combining fashion brands’ convergence and sustainability management activities as a part of their product strategy, which, in turn, contributes to positive consumer responses on the marketing level. Moreover, results provide practical implications for fashion brands that enable them to establish efficient marketing strategies regarding to convergence and sustainability management activities.

참고문헌 (77)

  1. Dennis B. Arnett, "A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit", Journal of Marketing Management, 26(1-2), pp.5~27 (2010), Informa UK Limited[DOI]
  2. Bae, B. R., "AMOS 19 Structural Equation Modeling" (2011), Chungram
  3. Jiyang Bae, "The influence of cultural aspects on public perception of the importance of CSR activity and purchase intention in Korea", Asian Journal of Communication, 23(1), pp.68~85 (2013), Informa UK Limited[DOI]
  4. Youngjin Bahng, "Retail buyer segmentation based on the use of assortment decision factors", Journal of Retailing and Consumer Services, 21(4), pp.643~652 (2014), Elsevier BV[DOI]
  5. Karen L. Becker-Olsen, "The impact of perceived corporate social responsibility on consumer behavior", Journal of Business Research, 59(1), pp.46~53 (2006), Elsevier BV[DOI]
  6. Bernstein, I. H., "Psychometric theory" (1994), McGraw-Hill
  7. Grete Birtwistle, "Consumer purchasing behaviour: an investigation of the UK mature women's clothing market", Journal of Consumer Behaviour, 4(6), pp.453~464 (2005), Wiley[DOI]
  8. Boulding, W., "A dynamic process model of service quality : from expectations to behavioral intentions", Journal of Marketing Research, 30(1), pp.7~27 (1993)
  9. A. B. Carroll, "A Three-Dimensional Conceptual Model of Corporate Performance.", Academy of Management Review, 4(4), pp.497~505 (1979), The Academy of Management[DOI]
  10. Clodfelter, M., "A strategy based on faith : The enduring appeal of progressive American airpower", Joint Force Quarterly, 49, pp.24~31 (2008)
  11. Cha, S. Y., "A study on the Korean fashion and sustainability", master, pp.2015
  12. 조아라, "소비자의 독특성 추구경향과 과시적 소비성향이 패션 콜레보레이션 제품에 대한 태도와 구매의도에 미치는 영향", 한국디자인포럼, (38), pp.355~366 (2013), 한국디자인트렌드학회
  13. 최미영, "패션기업의 CSR 활동 적합성 및 활동 동기 인지에 의한 브랜드 태도 형성", 한국패션디자인학회지, 12(1), pp.75~92 (2012), 한국패션디자인학회
  14. 정경연, "텍스타일산업에서 융합디자인의 사례연구", 예술과 미디어, 13(1), pp.199~216 (2014), 예술과미디어학회
  15. Lisa G. Curwen, "Challenges and Solutions of Sustainable Apparel Product Development", Clothing and Textiles Research Journal, 31(1), pp.32~47 (2012), SAGE Publications[DOI]
  16. Dwane Hal Dean, "CONSUMER PERCEPTION OF CORPORATE DONATIONS Effects of Company Reputation for Social Responsibility and Type of Donation", Journal of Advertising, 32(4), pp.91~102 (2003), Informa UK Limited[DOI]
  17. "Diesel + Edun studio africa" (2015)[URL]
  18. "Emma Watson’s fashion ethics, collection pictorial" (2013)[URL]
  19. 엄경희, "패션산업에 나타난 패션멀티숍브랜드 사례 연구", 디지털디자인학연구, 15(1), pp.675~682 (2015), 한국디지털디자인학회
  20. Esty, D., "Green to gold" (2006), Yale University Press
  21. John Elkington, "Governance for Sustainability", Corporate Governance: An International Review, 14(6), pp.522~529 (2006), Wiley[DOI]
  22. "Fashion market analysis 2015" (2015)[URL]
  23. Claes Fornell, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~ (1981), JSTOR[DOI]
  24. 공회정, "A study on convergence design appearing on corporate image due to environment change", 한국과학예술포럼, 18, pp.45~55 (2014), 한국전시산업융합연구원
  25. 공회정, "A study on direction of CSR through convergence design strategies for the improvement of corporate image", 한국과학예술포럼, 16, pp.11~23 (2014), 한국전시산업융합연구원
  26. 한은경, "기업의 사회적 책임의 지수화에 관한 연구", 한국방송학보, 17(3), pp.274~303 (2003), 한국방송학회
  27. 홍원표, "한국 패션기업의 콜레보레이션 동기 유형에 따른 콜레보레이션 분야, 신뢰와 몰입, 성과 및 만족도", 한국의류학회지, 32(5), pp.692~703 (2008), 한국의류학회
  28. 허원무, "컨버전스 제품의 소비가치 도출을 위한 탐색적 연구- 로봇제품의 소비가치분석을 중심으로-", 기술혁신학회지, 10(3), pp.458~485 (2007), 한국기술혁신학회
  29. 장정현, "글로벌 SPA 브랜드의 지속 가능 발전을 위한 패션 소셜 플랫폼 콘텐츠개발 연구", 석사, 의류환경학과 패션마케팅전공, pp.2012
  30. Junghyun Jang, "Study of a Social Content Model for Sustainable Development in the Fast Fashion Industry", Journal of Global Fashion Marketing, 3(2), pp.61~70 (2012), 한국마케팅과학회[DOI]
  31. 장남경, "친환경패션에 대한 소비자 라이프스타일과 태도: 질적 방법을 이용한 탐색적 연구", 한국패션디자인학회지, 8(1), pp.31~47 (2008), 한국패션디자인학회
  32. 장남경, "윤리적 패션디자인을 위한 상품개발 프로세스 - 공정무역 시스템 관점에서 -", 복식, 63(1), pp.16~26 (2013), 한국복식학회[DOI]
  33. Jenkins, H., "Convergence culture" (2008), New York University Press
  34. 전소윤, "디자인의 지속가능성을 위한 디자인 컨텍스트와 어젠다에 관한 연구", 기초조형학연구, 12(3), pp.445~460 (2011), 한국기초조형학회
  35. Johansson, F., "The Medici effect: what elephants & epidemics can teach us about innovation" (2006), Harvard Business Review Press
  36. 김은영, "패션 콜레보레이션 브랜드에 대한 소비자 반응-콜레보레이션 유형과 브랜드 민감성 효과-", 한국의류학회지, 36(10), pp.1058~1073 (2012), 한국의류학회
  37. 김해룡, "기업의 사회적 책임에 대한 척도 개발", 마케팅연구, 20(2), pp.67~87 (2005), 한국마케팅학회
  38. 김규림, "Art Infusion in Fashion Product: The influence of Visual Art on Product Evaluation and Purchase Intention of Consumers", Journal of Global Fashion Marketing, 3(4), pp.180~186 (2012), 한국마케팅과학회[DOI]
  39. 김미현, "현대 패션에서 보여지는 컨버전스 문화 현상에 관한 연구", Family and Environment Research, 46(4), pp.61~69 (2008), 대한가정학회
  40. Ko, E., "Sustainable fashion brand marketing" (2015), Kyomunsa
  41. 고현진, "컨버전스 트렌드에 의한 패션 디자인", 복식, 56(7), pp.148~162 (2006), 한국복식학회
  42. "Kolon sports, smart wear 2015 lifetech jacket" (2014)[URL]
  43. 권도희, "쇼핑가치, 패션 브랜드민감성 및 콜레보레이션 유형에 따른 소비자 태도 연구", 석사, 패션마케팅·의상심리학, pp.2008
  44. Barbara A. Lafferty, "Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad", Journal of Business Research, 44(2), pp.109~116 (1999), Elsevier BV[DOI]
  45. Robert J. Lavidge, "A Model For Predictive Measurements of Advertising Effectiveness", Advertising & Society Review, 1(1), pp.137~169 (2000), Johns Hopkins University Press[DOI]
  46. Lee, D., "Collabonomics" (2008), Herum
  47. 이달아, "융합디자인 특징이 반영된 슬로 패션 디자인 연구", 복식, 65(2), pp.33~47 (2015), 한국복식학회[DOI]
  48. 이장혁, "사회공헌활동 효과에 기업 이미지 및 구매 의도에 미치는 영향에 관한 연구", 한국경영과학회지, 33(2), pp.175~183 (2008), 한국경영과학회
  49. 이승희, "사회책임적 패션 기업에 대한 소비자 태도에 관한 연구", 한국디자인문화학회지, 17(1), pp.424~434 (2011), 한국디자인문화학회
  50. Lee, S. M., "Convergenomics: Strategic innovation in the convergence era" (2010), Gower
  51. Lee, Y. S., "Successful product planning ability of fashion industry", Fiber technology and industry, 6(3, pp.4) (2002), 194~205
  52. "Lineable, smart children sneakers release collaborated with Prospecs" (2015)[URL]
  53. Madrigal, R., "The role of corporate associations in new product evaluation", Advances in Consumer Research, 27, pp.80~86 (2000)
  54. 나영원, "복식에 표현된 트랜스포메이션에 관한 연구 (제1보)", 한국의류학회지, 30(1), pp.167~175 (2006), 한국의류학회
  55. N. Negroponte, "From being digital to digital beings", IBM Systems Journal, 39(3.4), pp.417~418 (2000), IBM[DOI]
  56. 노미진, "환경관심도와 환경지식이 그린IT 제품 구매의도에 미치는 영향: 관여도를 고려하여", 대한경영학회지, 23(1), pp.361~383 (2010), 대한경영학회
  57. Haesun Park, "The Organizational Factors Influencing Socially Responsible Apparel Buying", Sourcing, 2016, pp.24(3), 229~247[DOI]
  58. 박종철, "한국형 기업의 사회적 책임활동 측정을 위한 척도 개발 연구: 소비자 인식을 중심으로", 아시아마케팅저널, 12(2), pp.27~52 (2010), 한국마케팅학회
  59. 박종철, "기업의 지속가능경영 노력이 제품평가에 미치는 영향 - 신뢰와 호혜성 지각의 매개역할-", 마케팅관리연구, 15(3), pp.45~69 (2010), 한국마케팅관리학회
  60. 박규리, "현대 여성 패션에 나타난 신자연주의의 표현 특성", 복식문화연구, 21(5), pp.613~628 (2013), 복식문화학회[DOI]
  61. Sergio Pivato, "The impact of corporate social responsibility on consumer trust: the case of organic food", Business Ethics: A European Review, 17(1), pp.3~12 (2008), Wiley[DOI]
  62. "Portable light project brings cheap energy to developing world" (2012)[URL]
  63. Sanjay Putrevu, "Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions", Journal of Advertising, 23(2), pp.77~91 (1994), Informa UK Limited[DOI]
  64. "Review 2014 & Preview 2015" (2014)[URL]
  65. Sarah Scaturro, "Eco-tech Fashion: Rationalizing Technology in Sustainable Fashion", Fashion Theory, 12(4), pp.469~488 (2015), Informa UK Limited[DOI]
  66. Deirdre Shaw, "An exploration of values in ethical consumer decision making", Journal of Consumer Behaviour, 4(3), pp.185~200 (2005), Wiley[DOI]
  67. 신혜영, "패션 산업의 메가트렌드로 나타난 지속가능성에 대한 연구", 박사, 의상디자인, pp.2011
  68. 신정란, "자기 이미지와 브랜드 이미지 일치가 청바지 브랜드 태도에 미치는 영향", 한국디자인포럼, (38), pp.175~188 (2013), 한국디자인트렌드학회
  69. Stark, J., "Product lifecycle management" (2011), Springer London
  70. Suk, H., "Consumers’ assessment of sustainability and attitude in the fashion industry", doctor, pp.2013
  71. Yang Sun, "Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry", Journal of Global Fashion Marketing, 5(1), pp.74~86 (2014), 한국마케팅과학회[DOI]
  72. Viswanath Venkatesh, "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model", Information Systems Research, 11(4), pp.342~365 (2000), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
  73. "Wearable Tech X Fashion 2015" (2015)[URL]
  74. 위미경, "패션산업에 나타난 컨버전스에 관한 연구", 디자인학연구, 26(2), pp.369~387 (2013), 한국디자인학회
  75. Yoffie, D. B., "Competing in the age of digital convergence" (1997), Harvard Business Press
  76. 윤인정, "지속가능디자인을 통한 디자인경영 사례연구 -글로벌 기업의 사례를 중심으로-", Journal of Integrated Design Research, 12(1), pp.81~92 (2013), 디자인연구소
  77. 윤수인, "하이브리드 패션의 융합 유형과 발달 - 21세기 기술과 패션디자인의 융합을 중심으로 -", 한국디자인포럼, (38), pp.299~308 (2013), 한국디자인트렌드학회

관련 논문AI추천

The effect of luxury brands’ sustainable fashion marketing types on authenticity, brand attitude, and purchase intention고은주, Lee Hojae, Lee Sanghoon한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2023 · 제33권 제4호친환경 패션 제품 소비 가치 만족도가 브랜드 이미지와 재구매 의도에 미치는 영향 연구김민경복식문화학회 · 복식문화연구2024 · 제32권 제4호Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types고은주, Heeju Chae, Hyun Min Kong, Pekka Mattila한국마케팅과학회 · Journal of Global Fashion Marketing2016 · 제7권 제2호그린 마케팅 전략을 위한 친환경 패션제품에 대한 소비자의 태도와 구매행동에 관한 연구정명선, 주성래복식문화학회 · 복식문화연구2014 · 제22권 제4호패션기업의 CSR 활동 유형에 대한 소비자의 인지적 적합성이 소비자 행동에 미치는 영향신수연, 이정임한국의류산업학회 · 한국의류산업학회지2011 · 제13권 제6호영국 지속가능한 패션연구센터(CSF)의 연구사례를 통한 지속가능 패션연구 동향마진주, 이혜림복식문화학회 · 복식문화연구2020 · 제28권 제5호

이 간행물의 다른 논문 (11건)

경기도 섬유패션 산업의 대내·외 환경변화 분석을 통한 산업구조 고도화 정책방안 - 벤더와의 분업화체계 와해에 따른 근원적 현안의 해결 중심으로 -정진, 윤창주pp. 109-1202013/14, 2014/15 F/W 컬렉션에 나타난 벌키 실루엣 코트 경향 분석이신영, 신경희pp. 121-133Development of 3D Printed Shoe Designs Using Traditional Muntin Patterns임호선pp. 134-139경상도 지역 천연염색 프로그램에 관한 연구이제남, 이은진pp. 140-151친환경 패션 광고의 친환경 주장 유형과 소비자 언어가 광고효과에 미치는 영향전은하, 고은주, 김민영pp. 166-179
원문 보기