Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Comparative Analysis of Consumer Attitudes and Ethical Purchasing Behavior on RUR Knitted Fashion Products According to Environmental Consciousnessof Female Consumers in Their 30s and 40s

30~40대 여성 소비자의 환경의식에 따른 RUR 니트 패션 제품에 대한 소비자 태도, 윤리적 구매 행동 비교 분석

  • Sun Jung Yang (Dept. of Textile and Fashion Design, Graduate School of Kyung Hee University) ;
  • Chil Soon Kim (Dept. of Textile and Clothing Design, Kyung Hee University)
  • 양선정 (경희대학교 대학원 텍스타일.패션디자인학과) ;
  • 김칠순 (경희대학교 의류디자인학과)
  • Received : 2023.07.03
  • Accepted : 2023.10.09
  • Published : 2023.10.31
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Abstract

This study examined how middle-aged female consumers' environmental consciousness influences their attitudes and ethical purchasing behavior toward RUR (recycling, upcycling, and reuse) knit products. The research employs a survey method, targeting 30-40 year old women residing in Seoul and Gyeonggi-do Province. On-line and off-line data collection were conducted. The following conclusions emerged through statistical analyses, including factor analysis, cluster analysis, t-test, and regression analysis. Firstly, respondents' environmental consciousness variables were classified into two factors, delineating high and low environmental consciousness clusters, demonstrating significant differences between them. Secondly, the high environmental consciousness cluster exhibited more positive consumer attitudes and ethical purchasing behavior towards RUR knit products. Moreover, it was established that environmental pollution consciousness and eco-friendly product purchase consciousness influenced environmental consciousness on consumer attitudes and ethical purchasing behavior. Lastly, the study confirmed that consumer attitudes mediated environmental consciousness and ethical purchasing behavior. In conclusion, this research establishes a meaningful link between environmental consciousness, consumer attitudes, and ethical purchasing behavior in 30-40 year old women. Environmentally conscious groups positively influence attitudes toward RUR knitted fashion and promote ethical purchasing behavior. Consequently, it is recommended that knit fashion companies prioritize environmental consciousness and eco-friendly products in their marketing strategies. Furthermore, diversifying the application of RUR knit products, coupled with eco-friendly production techniques, can amplify their appeal and utility, ensuring a positive impact on consumer behavior.

Keywords

References

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