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http://dx.doi.org/10.5805/SFTI.2017.19.2.166

The Effects of Environmental Claim Types and Consumer Vocabulary on Eco Fashion Advertisement  

Kim, Minyoung (Dept. of Clothing & Textiles, Yonsei University)
Chun, Eunha (Dept. of Clothing & Textiles, Yonsei University)
Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
Publication Information
Fashion & Textile Research Journal / v.19, no.2, 2017 , pp. 166-179 More about this Journal
Abstract
Fashion industry have been emphasizing on eco-friendly business to enhance their public image. Due to the lack of consumers' awareness and experience of eco fashion advertising, this have resulted in adverse outcomes. Therefore, it is required to develop eco fashion advertisement that meets the public interest of Koreans. This study aims to obtain practical implications which can be applied to further eco fashion advertising. The study examines the public opinion towards eco fashion using Twitter as big data analysis and the protracted implication was provided to consumers as consumer vocabulary to see the advertising effect of consumer vocabulary. In addition, this study focuses on the environmental claim types to identify the most effective advertisement in eco fashion. The results are as follow. Associative claim types had a more positive influence on advertising attitude than substantive claim types. Substantive claim types had a more positive influence on brand cognition than associative claim types. In addition, the moderating effects of consumer vocabulary on advertising attitude and brand cognition were supported in substantive claim types. Advertisement attitude shows positive effects to both brand cognition and brand attitude. It has been proved that brand cognition leads to positive influence towards brand attitude and brand attitude eventually increases consumers' urge to buy products. This study has implication when providing a guideline for eco fashion advertisements.
Keywords
advertisement attitude; big data; consumer vocabulary; eco fashion advertisement; environmental claim types;
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Times Cited By KSCI : 6  (Citation Analysis)
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