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http://dx.doi.org/10.6115/fer.2022.029

Effect of the Ethical Consumption Tendency of Millennials and Members of Generation Z on the Purchase Intention of Social Enterprise Fashion Products  

Lee, Sang Kwon (Department of Materials Design Engineering, Kumoh National Institute of Technology)
Chung, Ihn Hee (Department of Materials Design Engineering, Kumoh National Institute of Technology)
Cho, Yun Jin (Department of Textile Design, Gyeongsang National University)
Publication Information
Human Ecology Research / v.60, no.3, 2022 , pp. 443-458 More about this Journal
Abstract
Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.
Keywords
Generation MZ; social enterprises; ethical consumption tendency; purchase intention;
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