The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effect of eco-label recognition on corporate association and purchasing intention in fashion business

패션비즈니스에서 소비자의 에코라벨 인지도가 기업연상과 구매의도에 미치는 영향연구

  • Shin, Sangmoo (Dept. of Organic Materials.Fiber Engineering, Soongsil University) ;
  • Kim, Min Jung (Dept. of Organic Materials.Fiber Engineering, Soongsil University)
  • 신상무 (숭실대학교 유기신소재.파이버공학과) ;
  • 김민정 (숭실대학교 유기신소재.파이버공학과)
  • Received : 2015.02.25
  • Accepted : 2015.06.26
  • Published : 2015.06.30
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Abstract

Corporate association-which refers to consumers' beliefs, knowledge, perceptions, and evaluations of a corporation -can affect consumers' purchasing intentions. Corporate association consists of corporate ability association and corporate social responsibility association. Corporate ability association refers to a company's product quality, corporate innovation, productivity, consumer orientation, and after service. Corporate social responsibility association, which refers to the social perspective a company has of its responsibility to society, can affect corporate image and consumers' purchasing intentions. Eco-labeling for protecting and sustaining the environment is one of the important green marketing strategies in the fashion business that can influence corporate association and consumers' purchasing intentions. The purpose of this study was to investigate the effect of consumers' eco-label recognition on their corporate association and intentions to purchase eco-friendly fashion products. Questionnaires were distributed to consumers. The 263 usable questionnaires that were returned were analyzed by descriptive statistics, Cronbach's alpha, factor analysis, regression analysis, and t-test. The results were as follows: There was a significant effect of eco-label recognition on corporate association (ability association and social responsibility association). Eco-label recognition and corporate association were found to significantly affect consumers' purchasing intentions. Regarding the eco-friendly fashion product buying experience, there was no significant difference on corporate association and buying intention, but there was significant difference on eco-label recognition.

Keywords

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