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

The Korean Society of Clothing and Textiles (한국의류학회)
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Attributes Importance and Wearing Effect of Ethical Slogan T-shirts

윤리적 슬로건 티셔츠의 선택 기준과 착용에 따른 태도변화

  • Son, Hyungjin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 손형진 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2015.07.23
  • Accepted : 2015.12.08
  • Published : 2016.06.30
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Abstract

Some groups do ethical activities (such as ethical slogan t-shirt campaigns) only to complete the requirements for ethical duty; consequently, some people question the effectiveness of those products. The attributes of ethical slogan t-shirts should be considered seriously to reduce skepticism when planning a campaign. Researchers can also suggest a new purpose for ethical t-shirts using an ethical message. In study 1, we conduct a conjoint analysis that suggests realistic multi-attribute choice decisions. The suggested multi-attributes wear design aesthetic (high/low), price (high/low), where we donate (close/far), and the size of firm (big/small). In addition, participations were divided into two groups according to eco-friendly attitudes to confirm differences in choices between two groups. Study 1 showed that price is the most important attribute, but design aesthetic also remains important. In addition, a group that has a high eco-friendly attitude thought "where we donate" was more important than other groups. In study 2, a pre-post approach investigated wearers' attitude changes. We also divided participants into two groups and one group wear high level design aesthetic t-shirts (and vice-versa) to measure the attitude change difference. As a result of study 2, the wearers partially changed their eco-friendly attitudes. The group that wore high design aesthetic t-shirts showed a greater difference than other groups. Through this study, we conclude that customers seriously considered the design aesthetic. Finally, wearing ethical slogan t-shirts can change the attitudes of wearers.

Keywords

References

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