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http://dx.doi.org/10.7741/rjcc.2014.22.4.511

A study on the consumers' attitudes toward pro-environment and purchasing behavior of eco-friendly fashion products for green marketing strategy  

Ju, Seong-Rae (Dept. of Clothing and Textiles/Human Ecology Research Institute, Chonnam National University)
Chung, Myung-Sun (Dept. of Clothing and Textiles/Human Ecology Research Institute, Chonnam National University)
Publication Information
The Research Journal of the Costume Culture / v.22, no.4, 2014 , pp. 511-525 More about this Journal
Abstract
This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.
Keywords
green marketing; eco-friendly fashion product; attitudes toward pro-environment; importance of product attributes; purchasing behavior;
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Times Cited By KSCI : 9  (Citation Analysis)
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