Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Perceived Consumption Value, Pro-Environmental Belief, Attitude, eWOM, and Purchase Intention Toward Upcycling Fashion Products

업사이클링 패션제품에 대한 지각된 소비가치, 환경친화적 신념, 태도, 온라인 구전의도 및 구매의도에 관한 연구

  • Chun, Eunha (Dept. of Clothing & Textiles, Yonsei University) ;
  • Jiang, Wei (Dept. of Clothing & Textiles, Yonsei University) ;
  • Yu, Jihye (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
  • 전은하 (연세대학교 의류환경학과) ;
  • 강미 (연세대학교 의류환경학과) ;
  • 유지혜 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2017.11.21
  • Accepted : 2018.02.10
  • Published : 2018.04.30
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Abstract

Fashion industry constantly produces and consumes, which leads to huge waste piles of perfectly usable textiles in landfills, as well as other negative effects of an exploitative and excessively rapid fashion process. Pollution created by making and dyeing clothes has pitted fashion industry and environmentalists against each other. In this context, upcycling is seen as an optimal way to solve the growing problem of waste in fashion industry. The first purpose of the study was to analyze the relationships between upcycling fashion products' perceived value, pro-environmental beliefs, attitudes, electronic word of mouth (eWOM) intention, and purchase intention. The second purpose is to verify the difference of perceived consumption value among the consumers' awareness level and purchase experience. A total of 258 valid responses obtained from a group of 20-30-year-old participants were collected through an online survey. SPSS 23.0 and Amos 18.0 programs were used for data analysis. The results of the present study suggest that there are significant effects of upcycling fashion products' perceived value on pro-environmental belief; furthermore, pro-environmental belief was found to positively influence attitude, eWOM intention, and purchase intention. In addition, there are differences of perceived consumption value among the consumers' awareness level and purchase experience. Taken together, the results of this study provide researchers and practitioners with a deeper understanding of consumers' values, beliefs, attitudes, and behavioral intentions towards upcycling fashion products.

Keywords

References

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