지속가능 패션제품 구매경험에 따른 소비자 의식에 대한 질적 연구
Qualitative Study on Consumer Consciousness based on Purchase Experience of Sustainable Fashion Products
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초록
본 연구는 소비자가 지속가능 패션제품에 대해 가지는 인식, 관심, 가치, 태도, 행동에 이르는 종합적범주를 포함하는 소비자 의식을 심층적으로 분석하는데 목적이 있다. 연구는 질적 연구 방법으로, 연구대상은 지속가능성에 대한 관심과 구매력이 높은 밀레니얼 세대(26~39세)를 대상으로 편의표본 추출법과 눈덩이 표집방법을 병행하여 성인 남녀 25명을 모집하여 심층면접을 진행하였다. 연구 결과는첫째, 지속가능 패션제품 구매에서 소비자는 구매전 지속가능성을 고려하지 않았고, 환경 관련 인식, 관심, 태도, 행동 형성이 제품 구매 전 거의 일어나지 않았다. 소비자가 필요로 하고 디자인에 호감이가는 제품일 경우 관심이 생기며, 이후 그 제품이 지속가능 소재로 만들어진 제품으로 인식하였다. 둘째, 지속가능 패션제품 구매경험의 유무에 따른 분석 결과, 구매 유경험자는 긍정적 경험과 부정적 경험으로 분류되었고, 긍정적 경험은 심리적 요인(자기만족, 가치있는 소비), 패션제품 속성 요인(디자인과 품질, 가격, 소재, 유행성, 실용성)으로, 부정적 경험은 심리적 요인(불신과 불확신), 패션제품 속성 요인(소재 불만족, 낮은 내구성)으로 분석되었다. 각 요인의 내용은 구매의사 결정에 중요하게 작용했으며, 소비자의 만족 정도는 재구매 의도 및 브랜드의 충성도에 영향을 미치는 것으로 나타났다. 셋째, 구매 무경험자는 심리적 요인(불신과 불확신), 인지적 요인(낮은 인식과 제품정당성), 패션제품속성 요인(디자인과 품질의 불만족, 높은 가격, 소재의 거부감, 낮은 내구성, 낮은 실용성), 구조적 요인(정보와 구매여건 부족)으로 나타났다. 지속가능 패션에 대한 인식 정도가 낮았고, 재사용, 재가공되는 소재에 대한 부정적 인식과 불신이 높았으며 피부 등에 대한 민감함으로 구매 접근성이 낮은 것으로 파악되었다. 본 연구는 지속가능 패션제품 구매경험 유무와 그에 따른 소비자 의식을 통합적, 세부적으로 분석한 것에 학술적 의의가 있다.
Abstract
The purpose of this study is to deeply analyze consumer consciousness on sustainable fashion products. We recruited 25 adult men and women and conducted interviews using a combination of convenience sampling and snowball sampling, targeting the millennial generation (ages 26-39) who are interested in sustainability and have high purchasing power. Research results show that, firstly, when purchasing sustainable fashion products, consumers did not consider sustainability before purchasing, and environmental consciousness, interest, attitude, and behavior formation rarely occurred before purchasing the product. If a product is something that consumers need and like, interest arises, and they later recognize the product as being made from sustainable materials. Second, depending on the presence or absence of sustainable fashion product purchasing experience, those with purchasing experience were classified into positive and negative experiences, and positive experiences included psychological factors (self-satisfaction, value consumption), fashion product attribute factors (design and quality, price, material, fashionability, practicality), negative experiences were psychological factors (distrust and uncertainty), and fashion product attribute factors (dissatisfaction with materials, low durability). Third, those with no purchase experience have psychological factors (distrust and uncertainty), cognitive factors (low awareness and product legitimacy), fashion product attribute factors (dissatisfaction with design and quality, high price, resistance to materials, low durability, low practicality), and structural factors. (lack of information and purchasing conditions) was found. Consciousness on sustainable fashion was low, negative perceptions of reused and reprocessed materials were high, and purchase accessibility was low due to sensitivity to the skin. This study has academic significance in that it provides an integrated and detailed analysis of the experience of purchasing sustainable fashion products and the resulting consumer consciousness.
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