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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Indirect Effects of Personal Moral Philosophy and the Mediating Role of Perceived Moral Intensity in the Purchase Behavior of Fashion Products made of Animal Skin and Fur

동물 가죽과 모피 소재의 패션제품 구매행동에 영향을 미치는 개인의 도덕철학과 지각된 도덕적 강도의 매개 역할

  • Hyeseong Kim (Dept. of Fashion and Textiles, Jeju National University) ;
  • Heesook Hong (Dept. of Fashion and Textiles, Jeju National University)
  • 김혜성 (제주대학교 패션의류학과) ;
  • 홍희숙 (제주대학교 패션의류학과)
  • Received : 2023.10.17
  • Accepted : 2024.06.07
  • Published : 2024.08.31
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Abstract

This study examines how idealism and relativism, which are the two dimensions of personal moral philosophy, and the perceived moral intensity affect the purchase behavior of consumers regarding fashion items made of animal skin and fur. Data were collected through an online survey, and data from 372 Korean female consumers were statistically analyzed, excluding questionnaires with non-response, insincere responses, and outliers. The data analysis using structural equation models showed a significant effect of idealism but a non-significant effect of relativism on perceived moral intensity concerning the purchase of real leather and fur fashion items. In a structural equation model for each fashion item, perceived moral intensity had a negative effect on purchase behavior. The indirect effect of idealism on purchase behavior through the perceived moral intensity was confirmed to be statistifically significant for each fashion item. However, neither idealism nor relativism had a direct effect on the purchase behavior of both fashion items. The research results were discussed from an academic perspective and practical implications were presented.

Keywords

References

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