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http://dx.doi.org/10.29049/rjcc.2019.27.2.181

Socially responsible purchase behavior of clothing shoppers  

Kim, Eun Hye (Dept. of Clothing & Textiles, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
The Research Journal of the Costume Culture / v.27, no.2, 2019 , pp. 181-192 More about this Journal
Abstract
The growth of cheap, industrial, mass-production-so-called "fast fashion"-has led to dramatic increases in levels of consumption. Inexpensive products tend to foster unsustainable consumption behaviors, which negatively impact the environment and increase pressure to obtain goods at lower and lower prices; this, in turn, has the competitive effect of decreasing wages. This study focused on the concept of socially responsible consciousness in relation to fashion products. Environmental and labor issue concerns were employed as major variables. Empirical data were collected from males and females, between the ages of 10 and 50. Demographic differences were found in SR consciousness. For example, participants in their 10s, 40s, and 50s had higher levels of SR consciousness than those in their 20s and 30s. In addition, consumers' levels of environmental and labor issue concerns had varying effects on the criteria they used to select clothing. Product category type was also an influential factor. Moreover, the analysis showed that SR consciousness was less important in the apparel industry than in the food sector. The study also found an attitude-behavior link in relation to the concept of SR consciousness. The link was stronger for environmental concerns than for labor issue concerns. This study aimed to develop a better understanding of current customers' characteristics and levels of SR consciousness.
Keywords
socially responsible concern; environmental consciousness; labor issue consciousness; attitude-behavior link;
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