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Why do consumers choose sustainable fashion? A cross-cultural study of South Korean, Chinese, and Japanese consumers

고은주|공현민
한국마케팅과학회 (Korean Scholars of Marketing Science)|2017.06|Journal of Global Fashion Marketing|제8권 제3호|pp. 220-234|DOI https://doi.org/10.1080/20932685.2017.1336458

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참고문헌

키워드

sustainable consumptionConsumer decision-makingsustainable fashion跨文化研究可持续消费消费者决策cross-cultural studieseWOM intention可持续时尚网路口碑 (eWOM)
주제분류경영학

초록

This research aims to study consumers in South Korea, China, and Japan to better understand their decision making processes regarding sustainable fashion, an area where demands are increasing for countering negative environmental impacts. Consumers sometimes fail to align their behavior with their positive attitudes toward sustainable consumption. In addition, they have cross-cultural differences in their attitudes and eWOM intentions toward sustainable fashion products (SFP). This study 1) investigates whether environmental concerns and product knowledge of SFP may increase SFP purchasing, 2) identifies factors influencing eWOM intentions, and 3) investigates marketing approaches and cross-cultural differences in the SFP context. Findings suggest that consumers have positive attitudes toward SFP when they perceive that the products have value but not when they perceive risks. The research gives marketing insights into methods for enhancing sustainable fashion consumption.

Abstract

This research aims to study consumers in South Korea, China, and Japan to better understand their decision making processes regarding sustainable fashion, an area where demands are increasing for countering negative environmental impacts. Consumers sometimes fail to align their behavior with their positive attitudes toward sustainable consumption. In addition, they have cross-cultural differences in their attitudes and eWOM intentions toward sustainable fashion products (SFP). This study 1) investigates whether environmental concerns and product knowledge of SFP may increase SFP purchasing, 2) identifies factors influencing eWOM intentions, and 3) investigates marketing approaches and cross-cultural differences in the SFP context. Findings suggest that consumers have positive attitudes toward SFP when they perceive that the products have value but not when they perceive risks. The research gives marketing insights into methods for enhancing sustainable fashion consumption.

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