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http://dx.doi.org/10.5805/SFTI.2013.15.5.722

Analysis of Eco T-shirts Market for the New Elderly  

Park, Eun Joo (Dept. of Fashion Design, Dong-A University)
Kim, Sae Hee (Division of Fashion and Beauty, Busan Kyungsang College)
Publication Information
Fashion & Textile Research Journal / v.15, no.5, 2013 , pp. 722-732 More about this Journal
Abstract
The purposes of this study were to investigate the needs for eco t-shirts of the new elderly consumers and to suggest strategies for eco t-shirts product development and marketing. Quantitative research was employed for research method. The data was collected from men and women in their age of 50-65, who lived in Busan, Ulsan, and Kyungnam province, during October, 2011. Respondents were selected by convenience sampling. A total of 307 responses among 350 were analyzed. Factor analysis, frequency analysis, t-test, chi-square, and regression were used for analysis. SPSS 20.0 was used for data analysis. Characteristics of the new elderly (lifestyle and environmental concern), consumption status of eco t-shirts (possession status and reasons of purchase/non-purchase), purchase intention for eco tshirts, consumer needs for t-shirts (usage situation, benefits sought, and dissatisfaction with t-shirts), preference for eco t-shirts (color, pattern, material, and shape), and demographics were surveyed. Based on the results, the vision of eco tshirts market for the new elderly consumers was positively prospected. In conclusion, specific strategies for eco t-shirts products development and marketing were suggested. Product development focused on practicality and material, design development reflecting consumers' preference, multipurpose product development, building up the product recognition, and moderate price strategy were suggested.
Keywords
eco t-shirts; new elderly; product development strategy;
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Times Cited By KSCI : 7  (Citation Analysis)
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