친환경 섬유의류 제품의 감성 선호도와 신뢰도 조사 연구
Sensibility Preference of Eco-Friendly Fabric Products and Trust Reliability
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초록
This study analyzed the sensibility of eco-friendly fabrics for college students and investigated their attitude on environmental problems, trust reliability onto eco-apparel products, and their purchase state. We tested 6 eco-friendly fabrics (recycled polyester, organic cotton, green tea, charcoal, bamboo, and nettle) through a survey using the Likert scale of 12 polar sensibility words. Most fabrics showed feelings that were smooth, natural, female, and country these were followed by fashion, cheap, functional, sustainable, warm, and vintage. In addition, nettle fabric showed 'rough' feeling, and recycled polyester fabric showed an 'artificial' feeling. Correspondence analysis showed the distance and direction between fabric types and sensibility words with a 2D diagram where the X axis was named with 'Soft <-> Hard' and Y axis was with 'Environmental <-> Manmade' to represent the relationship between fabric types and the sensibility words. According to the results of the multiple regression analysis, the cognition level of the consumer for environmental problems was found to be the most influential variable on the loyalty purchase of eco-friendly products; however, the trust reliability level of consumer onto eco-friendly apparel products was found to be the most influential variable on the conditional purchase of eco-friendly apparel products.
Abstract
This study analyzed the sensibility of eco-friendly fabrics for college students and investigated their attitude on environmental problems, trust reliability onto eco-apparel products, and their purchase state. We tested 6 eco-friendly fabrics (recycled polyester, organic cotton, green tea, charcoal, bamboo, and nettle) through a survey using the Likert scale of 12 polar sensibility words. Most fabrics showed feelings that were smooth, natural, female, and country these were followed by fashion, cheap, functional, sustainable, warm, and vintage. In addition, nettle fabric showed 'rough' feeling, and recycled polyester fabric showed an 'artificial' feeling. Correspondence analysis showed the distance and direction between fabric types and sensibility words with a 2D diagram where the X axis was named with 'Soft <-> Hard' and Y axis was with 'Environmental <-> Manmade' to represent the relationship between fabric types and the sensibility words. According to the results of the multiple regression analysis, the cognition level of the consumer for environmental problems was found to be the most influential variable on the loyalty purchase of eco-friendly products; however, the trust reliability level of consumer onto eco-friendly apparel products was found to be the most influential variable on the conditional purchase of eco-friendly apparel products.
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