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http://dx.doi.org/10.5805/SFTI.2014.16.1.91

Environmental Knowledge, Eco-Friendly Attitude and Purchase Intention about Eco-Friendly Fashion Products of Fashion Consumers  

Park, Sung Hee (Dept. of Fashion Design, Chung-Ang University)
Oh, Kyung Wha (Dept. of Fashion Design, Chung-Ang University)
Publication Information
Fashion & Textile Research Journal / v.16, no.1, 2014 , pp. 91-100 More about this Journal
Abstract
The purpose of this study was to examine the effect of consumer's environmental knowledge, eco-friendly attitude and purchase intention about fashion consumers' eco-friendly products. This study was conducted by a survey of 330 males and females fashion consumers in their 20s-40s who experienced eco-friendly fashion products purchase. Respondents, who had purchased eco-friendly fashion items at least once, were selected using convenience sampling through the online survey from March $20^{th}$ to $30^{th}$ in 2013. The collected materials were analyzed by frequency analysis, factor analysis, t-test and multi-regression using SPSS 19.0 software. Through the result of statistical analysis, it is found that environmental knowledge has three dimensions; natural environmental knowledge, urbanized environmental knowledge, environmental pollution knowledge. Also the effects of environmental knowledge on eco-friendly attitude are significant and eco-friendly attitude has influence on eco-friendly fashion products purchase behavior. Eco-friendly attitude had an effect word of mouth intention. In addition, there are notable differences in environmental knowledge, eco-friendly attitude and purchase intention depending on fashion consumer's age. The results of this study will provide useful information for both eco-friendly customer management and fashion marketing strategies. Therefore, the fashion company is needed to consider personal characteristics, customer needs and present condition of purchasing eco-friendly fashion products.
Keywords
environmental knowledge; eco-friendly attitude; purchase intention; word of mouth intention;
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