The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effect of moral identity on attitude toward and purchase intention of upcycled fashion products - Comparison of purchasers and non-purchasers -

도덕적 정체성이 업사이클 패션제품 태도와 구매의도에 미치는 영향 - 구매경험자와 비경험자의 비교 -

  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2018.05.12
  • Accepted : 2018.06.26
  • Published : 2018.06.30
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Abstract

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products' upcycled nature.

Keywords

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