Browse > Article
http://dx.doi.org/10.5805/SFTI.2018.20.2.177

Perceived Consumption Value, Pro-Environmental Belief, Attitude, eWOM, and Purchase Intention Toward Upcycling Fashion Products  

Chun, Eunha (Dept. of Clothing & Textiles, Yonsei University)
Jiang, Wei (Dept. of Clothing & Textiles, Yonsei University)
Yu, Jihye (Dept. of Clothing & Textiles, Yonsei University)
Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
Publication Information
Fashion & Textile Research Journal / v.20, no.2, 2018 , pp. 177-190 More about this Journal
Abstract
Fashion industry constantly produces and consumes, which leads to huge waste piles of perfectly usable textiles in landfills, as well as other negative effects of an exploitative and excessively rapid fashion process. Pollution created by making and dyeing clothes has pitted fashion industry and environmentalists against each other. In this context, upcycling is seen as an optimal way to solve the growing problem of waste in fashion industry. The first purpose of the study was to analyze the relationships between upcycling fashion products' perceived value, pro-environmental beliefs, attitudes, electronic word of mouth (eWOM) intention, and purchase intention. The second purpose is to verify the difference of perceived consumption value among the consumers' awareness level and purchase experience. A total of 258 valid responses obtained from a group of 20-30-year-old participants were collected through an online survey. SPSS 23.0 and Amos 18.0 programs were used for data analysis. The results of the present study suggest that there are significant effects of upcycling fashion products' perceived value on pro-environmental belief; furthermore, pro-environmental belief was found to positively influence attitude, eWOM intention, and purchase intention. In addition, there are differences of perceived consumption value among the consumers' awareness level and purchase experience. Taken together, the results of this study provide researchers and practitioners with a deeper understanding of consumers' values, beliefs, attitudes, and behavioral intentions towards upcycling fashion products.
Keywords
upcycling fashion; perceived consumption value; pro-environmental belief; attitude; eWOM; purchase intention;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
1 Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers' online purchase intention. International Business Research, 3(3), 63-76. doi:10.5539/ibr.v3n3p63   DOI
2 Chung, M. S., & Kim, H. J. (2009). The effects of social-face sensitivity, conspicuous consumption and preference of fashion luxury goods on purchasing behavior of fashion counterfeits. The Research Journal of the Costume Culture, 17(2), 189-202.   DOI
3 Chung, W. G. (2009). The main spindle will be 30s' the middle class who are college graduate. The Hankyoreh. Retrieved December 20, 2016, from http://www.hani.co.kr/arti/PRINT/341284.html
4 Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003. doi:10.1287/mnsc.35.8.982   DOI
5 Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50-65. doi:10.1057/bm.2010.22   DOI
6 Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Mass.: Addison-Wesley Publishing Co.
7 Follows, S. B., & Jobber, D. (2000). Environmentally responsible purchase behavior: A test of a consumer model. European Journal of Marketing, 34(5/6), 723-746. doi:10.1108/03090560010322009   DOI
8 Gallarza, M. G., Gil?Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179-191. doi:10.1002/cb.328   DOI
9 Gatersleben, B., Steg, L., & Vlek, C. (2002). Measurement and determinants of environmentally significant consumer behavior. Environment and Behavior, 34(3), 335-362. doi:10.1177/0013916502034003004   DOI
10 Gatignon, H., & Robertson, T. S. (1985). A propositional inventory for new diffusion research. Journal of Consumer Research, 11(4), 849-867. doi:10.1086/209021   DOI
11 McDonald, S., & Oates, C. J. (2006). Sustainability: Consumer perceptions and marketing strategies. Business Strategy and the Environment, 15(3), 157-170. doi:10.1002/bse.524   DOI
12 Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-ofmouth in hospitality and tourism management. Tourism Management, 29(3), 458-468. doi:10.1016/j.tourman.2007.05.011   DOI
13 MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the Ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. doi:10.2307/1251413   DOI
14 Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126.
15 Montoro Rios, F. J., Luque Martinez, T., Fuentes Moreno, F., & Canadas Soriano, P. (2006). Improving attitudes toward brands with environmental associations: An experimental approach. Journal of Consumer Marketing, 23(1), 26-33. doi:10.1108/07363760610641136   DOI
16 Nam, K. H., & Yeo, J. S. (2007). A study on the co-orientation of the perception of corporate social responsibility: Centered on the employees and the consumers at the age of twenties and thirties. Journal of Consumer Studies, 18(3), 43-61.
17 Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456. doi:10.1016/j.jbusres.2005.10.004   DOI
18 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of Retailing, 64(1), 12-40.
19 Park, H. H. (2015a). Perceived value dimensions of up-cycling fashion goods and the relationship with attitude and purchase intention-The moderating effect of fashion innovativeness. Journal of the Korean Society of Clothing and Textiles, 39(2), 257-270. doi:10.5850/JKSCT.2015.39.2.257   DOI
20 Park, H. H. (2015b). The influence of LOHAS consumption tendency and perceived consumer effectiveness on trust and purchase intention regarding upcycling fashion goods. International Journal of Human Ecology, 16(1), 37-47. doi:10.6115/ijhe.2015.16.1.37   DOI
21 Ha, S. N., & Lee, J. K. (2013). A study on company cases of upcycling design activation. Journal of Korean Society of Design Science, 26(3), 305-325. doi:10.15187/adr.2013.08.26.3.305   DOI
22 Hartmann, P., Apaolaza Ibanez, V., & Forcada Sainz, F. J. (2005). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence & Planning, 23(1), 9-29. doi:10.1108/02634500510577447   DOI
23 Ha, S. Y., & Park, J. O. (2010). Analysis of values and design elements in eco-friendly fashion using an in-depth interview. Journal of the Korean Society of Clothing and Textiles, 34(10), 1754-1766. doi:10.5850/JKSCT.2010.34.10.1754   DOI
24 Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
25 Han, D. Y., & Choi, S. Y. (2006). A study on the relationship between the factors influencing purchase intention of green products. Korean Corporation Management Review, 13(2), 99-112.
26 Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52. doi:10.1002/dir.10073   DOI
27 Jansson, J., Marell, A., & Nordlund, A. (2011). Exploring consumer adoption of a high involvement eco-innovation using value-beliefnorm theory. Journal of Consumer Behaviour, 10(1), 51-60. doi:10.1002/cb.346   DOI
28 Park, M. S., Lee, B. J., & Ham, S. (2014). Comparison of consumer's perceptions of quality certified agricultural products by consumer's health-concern and environmental concern. Journal of Food Service Management Society of Korea, 17(5), 107-132.
29 Park, H. H., & Choo, T. G. (2015). The influence of perceived risk of up-cycling fashion product on trust, purchase intention and recommendation intention. Fashion & Textile Research Journal, 17(2), 216-226. doi:10.5805/SFTI.2015.17.2.216   DOI
30 Park, J. M., & Shin, H. W. (2014). Environmental consciousness, clothing recycling behavior and interest in fashion by awareness of upcycling and purchasing behavior for upcycled fashion products of middle & high school students. Journal of Korean Home Economics Education Association, 26(2), 89-99.
31 Sattler, H., Volckner, F., Riediger, C., & Ringle, C. M. (2010). The impact of brand extension success drivers on brand extension price premiums. International Journal of Research in Marketing, 27(4), 319-328. doi:10.1016/j.ijresmar.2010.08.005   DOI
32 Park, S. H., & Oh, K. W. (2014). Environmental knowledge, ecofriendly attitude and purchase intention about eco-friendly fashion products of fashion consumers. Fashion & Textile Research Journal, 16(1), 91-100. doi:10.5805/SFTI.2014.16.1.91   DOI
33 Pieters, R., Bijmolt, T., Van Raaij, F., & de Kruijk, M. (1998). Consumers' attributions of pro environmental behavior, motivation, and ability to self and others. Journal of Public Policy & Marketing, 17(2), 215-225.
34 Ryou, E. J. (2002). A study on the effect of clothing consumption value on service quality of internet apparel shopping mall. Journal of the Korean Society of Costume, 52(3), 161-169.
35 Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi:10.1016/0148-2963(91)90050-8   DOI
36 Jung, H. J., Kim, H., & Oh, K. W. (2016). Green leather for ethical consumers in China and Korea: Facilitating ethical consumption with value-belief-attitude logic. Journal of Business Ethics, 135(3), 483-502. doi:10.1007/s10551-014-2475-2   DOI
37 Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356-366. doi:10.1016/j.ijhm.2010.08.005   DOI
38 Song, J. J. (2010). SPSS/AMOS method of statistical analysis. Paju, Korea: 21C book.
39 Song, S., & Ko, E. (2017). Perceptions, attitudes, and behaviors toward sustainable fashion: Application of Q and Q-R methodologies. International Journal of Consumer Studies, 41(3), 264-273. doi:10.1111/ijcs.12335   DOI
40 Stern, P. C. (2000). New environmental theories: toward a coherent theory of environmentally significant behavior. Journal of Social Issues, 56(3), 407-424. doi:10.1111/0022-4537.00175   DOI
41 Karp, D. G. (1996). Values and their effect on pro-environmental behavior. Environment and Behavior, 28(1), 111-133. doi:10.1177/0013916596281006   DOI
42 Kang, J. G., & Lee, J. H. (2011). A study on relation among perceived value, attitude, and behavior intention according to yes or no recognition of native local foods' storytelling. The Korea Academic Society of Tourism and Leisure, 23(1), 317-334.
43 Khan, S. N., & Mohsin, M. (2017). The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of Cleaner Production, 150, 65-74. doi:10.1016/j.jclepro.2017.02.187   DOI
44 Kilbourne, W., & Pickett, G. (2008). How materialism affects environmental beliefs, concern, and environmentally responsible behavior. Journal of Business Research, 61(9), 885-893. doi:10.1016/j.jbusres.2007.09.016   DOI
45 Kim, C., Ko, E., & Koh, J. (2016). Consumer attitudes and purchase intentions toward fashion counterfeits: Moderating the effects of types of counterfeit goods and consumer characteristics. Journal of Global Fashion Marketing, 7(1), 15-29. doi:10.1080/20932685.2015.1105109   DOI
46 Kim, H. J. (2014b). A study of high value-added upcycled handbag designs for the Dubai luxury fashion market. Journal of the Korean Society of Fashion Design, 14(1), 173-188.
47 Szmigin, I., Carrigan, M., & McEachern, M. G. (2009). The conscious consumer: Taking a flexible approach to ethical behaviour. International Journal of Consumer Studies, 33(2), 224-231. doi:10.1111/j.1470-6431.2009.00750.x   DOI
48 Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6(2), 81-97.
49 Stern, P. C., Kalof, L., Dietz, T., & Guagnano, G. A. (1995). Values, beliefs, and proenvironmental action: Attitude formation toward emergent attitude objects. Journal of Applied Social Psychology, 25(18), 1611-1636. doi:10.1111/j.1559-1816.1995.tb02636.x   DOI
50 Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi:10.1016/S0022-4359(01)00041-0   DOI
51 Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176. doi:10.1287/isre.6.2.144   DOI
52 The Boston Consulting Group and Global Fashion Agenda. (2017). Pulse of the fashion industry report. Retrieved September 1, 2017, from https://www.copenhagenfashionsummit.com/wp-content/uploads/2017/05/Pulse-of-the-Fashion-Industry_2017.pdf
53 Bu, M. S., & Kim, J. S. (2006). Disposal behaviors of college students in recycling resources. Journal of the Korean Home Economics Association, 44(4), 145-157.
54 Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lahteenmaki, L., & Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour. Appetite, 50(2), 443-454. doi:10.1016/j.appet.2007.09.010   DOI
55 Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
56 Bass, F. M., & Talarzyk, W. W. (1972). An attitude model for the study of brand preference. Journal of Marketing Research, 9(1), 93-96. doi:10.2307/3149618   DOI
57 Chan, T. Y., & Wong, C. W. Y. (2012). The consumption side of sustainable fashion supply chain: Understanding fashion consumer eco-fashion consumption decision. Journal of Fashion Marketing and Management, 16(2), 193-215. doi:10.1108/13612021211222824   DOI
58 Cheung, R., Lau, M. M., & Lam, A. Y. (2015). Factors affecting consumer attitude towards organic food: An empirical study in Hong Kong. Journal of Global Scholars of Marketing Science, 25(3), 216-231. doi:10.1080/21639159.2015.1041782   DOI
59 Cheung, R., Lam, A. Y., & Lau, M. M. (2015). Drivers of green product adoption: The role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science, 25(3), 232-245. doi:10.1080/21639159.2015.1041781   DOI
60 '2016 Transparency ROI Study'. (2016, July 01). Label insight. Retrieved May 27, 2017, from https://www.labelinsight.com/transparency-roi-study
61 Kim, S. A. (2014a). A study on business creation through the upcycling design: A case study on the "The nanugi" project. Bulletin of Korean Society of Basic Design & Art, 15(2), 13-23.
62 Kim, H. S., & Ma, M. (2014). Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products. Journal of Global Fashion Marketing, 5(2), 165-181. doi:10.1080/20932685.2014.881586   DOI
63 Kim, J. E., Kim, J. E., & Johnson, K. K. (2010). The customersalesperson relationship and sales effectiveness in luxury fashion stores: The role of self monitoring. Journal of Global Fashion Marketing, 1(4), 230-239. doi:10.1080/20932685.2010.10593074   DOI
64 Kim, M. S. (2017). Salvage as a luxury…'up-cycling' trend in fashion. Hankookilbo. Retrieved September 02, 2017, from http://hankookilbo.com/v/07f8db66e304460cbf0bd251be00c495.html.
65 Kim, S. Y. (2012). A study on the up-cycling trend in fashion for environment-friendly design. Journal of the Korean Society of Clothing and Textiles, 36(3), 297-310. doi:10.5850/JKSCT.2012.36.3.297   DOI
66 Kim, Y. (2011). Understanding green purchase: The influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer effectiveness. Seoul Journal of Business, 17(1), 65-92.
67 Kim, Y. H. (2015). Recycle? Up-cycle! (Infographic). Visual Dive. Retrieved September 22, 2016, from http://www.visualdive.com/2015/06/%EB%A6%AC%EC%82%AC%EC%9D%B4%ED%81%B4-%EC%97%85%EC%82%AC%EC%9D%B4%ED%81%B4-%EC%9D%B8%ED%8F%AC%EA%B7%B8%EB%9E%98%ED%94%BD/.Html.
68 Kim, Y. H., Oh, K. W., & Jung, H. J. (2015). Determinants of ecofriendly outdoor wear products purchase intention: Exploring value-belief-norm theory. Fashion & Textile Research Journal, 17(6), 965-977. doi:10.5805/SFTI.2015.17.6.965   DOI
69 Wilkie, W. L. (1990). Consumer behavior. New York: John Wile & Sons.
70 Van Lange, P. A., Kruglanski, A. W., & Higgins, E. T. (Eds.) (2011). Handbook of theories of social psychology: Vol. 2. London: Sage Publications.
71 Wu, D. G., & Chalip, L. (2014). Effects of co-branding on consumers' purchase intention and evaluation of apparel attributes. Journal of Global Scholars of Marketing Science, 24(1), 1-20. doi:10.1080/21639159.2013.852910   DOI
72 Yang, J. J., Kim, S., Ham, G., & Lee, Y. (2013). Impacts of environmental value, belief, and personal norm on pro-environmental behavior using VBN theory. Environmental Policy, 21(3), 53-80. doi:10.15301/jepa.2013.09.21.3.53   DOI
73 Yim, E. Y. (2014). Analysis on upcycling design cases. Bulletin of Korean Society of Basic Design & Art, 15(2), 11-19.
74 Yoo, C. W., Kim, Y. J., Moon, J., & Choe, Y. C. (2008). The effect of herding behavior and perceived usefulness on intention to purchase e-learning content: Comparison analysis by purchase experience. Asia Pacific Journal of Information Systems, 18(4), 105-130.
75 Cho, E. J. (2015). A study on the moderating effect of knowledge on the environment in the relationship between consumption value of ecological fashion products of students and purchase intention. Journal Korea Society of Visual Design Forum, 49, 41-54. doi:10.5805/SFTI.2013.15.1.057   DOI
76 Ko, E., & Fashion Marketing Research Lab. (2015). Sustainable fashion brand marketing. Seoul: Kyomunsa.
77 Chi, T. (2015). Consumer perceived value of environmentally friendly apparel: An empirical study of Chinese consumers. The Journal of the Textile Institute, 106(10), 1038-105. doi:10.1080/00405000.2014.985879   DOI
78 Chiou, J. S., & Cheng, C. (2003). Should a company have message boards on its web sites?. Journal of Interactive Marketing, 17(3), 50-61. doi:10.1002/dir.10059   DOI
79 Cho, C. H. (2004). Effects of banner clicking and attitude toward the linked target ads on brand-attitude and purchase-intention changes. Journal of Global Academy of Marketing Science, 14(1), 1-16. doi:10.1080/12297119.2004.9707219.   DOI
80 Cho, E. A., & Kim, M. S. (2004). Adolescents' attitude toward and purchasing behavior for the imported luxuries and the famous brand clothing as determined by conspicuous consumption. Journal of the Korean Society of Clothing and Textiles, 28(1), 76-87.
81 Cho, S. M. (2016). Thrown away like this, glamorous past is too pity. Segye.com. Retrieved October 31, 2016, from http://www.segye.com/newsView/20160902002636.html
82 Kwan, J. S. (2012). Based on the perspective of sustainability, the characteristics of upcycle fashion design. Journal of the Korean Society for Clothing Industry, 14(1), 13-23. doi:10.5805/KSCI.2012.14.1.013   DOI
83 Choi, H. Y. (2017). Reasonable transformation of garbage, 'Up-Cycling Fashion'. Retrieved August 22, 2017, from http://cm.asiae.co.kr/view.htm?no=2017071908343883748.html
84 Choo, T. G., & Park, H. H. (2013). The effect of consumption value on attitude and repurchase intention of secondhand fashion goods: The moderating role of self-confidence in fashion coordination. Journal of the Korean Society of Clothing and Textiles, 37(4), 618-630. doi:10.5850/JKSCT.2013.37.4.618   DOI
85 Kong, H. M., Ko, E., Chae, H., & Mattila, P. (2016). Understanding fashion consumers' attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types. Journal of Global Fashion Marketing, 7(2), 103-119. doi:10.1080/20932685.2015.1131435   DOI
86 Koo, D. M. (2000). The effects of personality variables and values on pro-environmental product purchase and recycling behaviors. Journal of Global Academy of Marketing Science, 5(1), 171-204. doi:10.1080/12297119.2000.9707473   DOI
87 Krech, D., Crutchfield, R. S., & Ballachey, E. L. (1962). Individual in society: A textbook of social psychology. New York: McGraw-Hill.
88 Lee, J. I., & Song, K. S. (2007). Improvement plans of waste statistics survey. Suwon: Gyeonggi Research Institute.
89 Lee, S. (2011). Consumers' value, environmental consciousness, and willingness to pay more toward green-apparel products. Journal of Global Fashion Marketing, 2(3), 161-169. doi:10.1080/20932685.2011.10593094   DOI
90 Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: An exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869. doi:10.1007/s11747-010-0219-0   DOI