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Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types

고은주|Pekka Mattila|Heeju Chae|Hyun Min Kong
한국마케팅과학회 (Korean Scholars of Marketing Science)|2016.03|Journal of Global Fashion Marketing|제7권 제2호|pp. 103-119|DOI 10.1080/20932685.2015.1131435

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키워드

Sustainable fashionfashion consumer可持续时尚sustainable knowledge sourcesknowledge typescorporate marketing information可持续知识来源知识类型时尚消费企业营销信息
주제분류경영학

초록

Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this fi eld. Therefore, this study, analyzes sustainable knowledge to better understand which sources and types of knowledge are eff ective. Thus, the purpose of this study is as follows: (1) to examine the infl uence of sustainable knowledge sources on diff erent types of sustainable knowledge; and (2) to examine the impact of these types of knowledge on sustainable consumer behavior. A total of 245 responses are collected in South Korea through an online survey for the fi nal analysis. The proposed model and research hypotheses are tested using AMOS and SPSS programs. Results indicates that fashion consumers have a positive eff ect on corporate marketing information. Eff ectiveness and social knowledge also play an important role in forming attitude toward sustainable fashion products. In conclusion, fashion brands must identify and incorporate effective sources and types of sustainable knowledge into their marketing strategies to expand their business scope. Moreover, this study stands out for examining the specific role of sustainable knowledge in the fashion industry, thus providing a direction for future research.

Abstract

Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this fi eld. Therefore, this study, analyzes sustainable knowledge to better understand which sources and types of knowledge are eff ective. Thus, the purpose of this study is as follows: (1) to examine the infl uence of sustainable knowledge sources on diff erent types of sustainable knowledge; and (2) to examine the impact of these types of knowledge on sustainable consumer behavior. A total of 245 responses are collected in South Korea through an online survey for the fi nal analysis. The proposed model and research hypotheses are tested using AMOS and SPSS programs. Results indicates that fashion consumers have a positive eff ect on corporate marketing information. Eff ectiveness and social knowledge also play an important role in forming attitude toward sustainable fashion products. In conclusion, fashion brands must identify and incorporate effective sources and types of sustainable knowledge into their marketing strategies to expand their business scope. Moreover, this study stands out for examining the specific role of sustainable knowledge in the fashion industry, thus providing a direction for future researc

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