Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumers' Perception of Fashion Companies' Sustainability and Its Effect on Trust, Preference, and Purchase Intention

패션기업의 지속가능성에 대한 소비자 인식이 신뢰, 선호도 및 구매의도에 미치는 영향

  • Suk, HyoJung (Dept. of Fashion Design, Chung-Ang University)
  • 석효정 (중앙대학교 패션디자인학과)
  • Received : 2014.11.03
  • Accepted : 2015.07.13
  • Published : 2015.10.31
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Abstract

Discussions on sustainability in the fashion industry highlight the need for a holistic and strategic approach. This study investigated consumers' perception of fashion companies' sustainability and its relationship with value and perceived consumer effectiveness as well as with consumer trust, preference, and purchase intention. The assessment scale of fashion companies' sustainability was developed for this study and data were obtained from 645 consumers in their 20's to 60's in Korea. As a result, consumers' value and perceived consumer effectiveness had significant effects on consumers' perception of fashion companies' sustainability. Universalism, security/benevolence and perceived consumer effectiveness were variables that had significant effects on all four dimensions of sustainability. Consumer's perception of fashion companies' sustainability significantly influenced consumer trust, preference and purchase intention. Especially, environmental, societal, and cultural sustainability (rather than economic dimension) were shown to have a greater impact on consumers' trust, preference and purchase intention.

Keywords

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