초록
With environmental pollution becoming a serious problem, recently there has been increased interest in the environment and health. In addition, the development of materials for environmentally friendly and functional clothing has increased. Environmentally friendly products that use bark fibers of the mulberry(dak) tree are expressed in terms of dak fiber and Hanji yarn. This research analyzed consumer's perceived images of Hanji and Hanji yarn infant clothing. The research results are as follows. Based on analyzing images of Hanji and Hanji yarn, Hanji was categorized into four images that can be described as natural, pure, decorative, and functional, and Hanji yarn infant clothing was categorized into three images that can be described as natural, decorative, and functional. Based on the analysis of well-being elements in subjects' lifestyles, the following four inclinations were found: environmental friendliness, pursuit of novelty, life care, and environmental protection. On this basis, the subjects were categorized into three groups: the trend-pursuing group, the life-care group, and the social responsibility group. Subjects' perceived images of Hanji and Hanji yarn infant clothing were investigated, and these products were found to have a strong image of being Korean, traditional, and natural, while being weakly perceived as comfortable, functional, and practical. Analyzing the correlation between images of Hanji and Hanji yarn infant clothing and lifestyle groups revealed that these products were not perceived differently according to group. This study showed that Hanji and Hanji yarn are terms that are commonly associated with positive clothing material. However, both Hanji and Hanji yarn are perceived negatively in terms of functional image, which is an important factor in clothing material. In addition, even among consumers who pursue a lifestyle based on well-being, the functional image of Hanji yarn was not perceived highly. Hence, it is necessary to further examine the effect of terms such as Hanji and Hanji yarn on consumer choices. Therefore, caution is considered needed when using such terms in the marketing of related products.
