• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.11
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• pp.1900-1911
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• 2010

This study focuses on clothing as one of the most seasonal products and investigates consumer behavior related to climate change adaptation. This study addressed four objectives: (1) to identify the clothing behavior of consumers for the adaptation to climate change; (2) to identify the effects of fashion involvement and climate sensitivity on clothing attitude for the adaptation to climate change; (3) to identify the effect of clothing purchase time on climate sensitivity and clothing attitude for the adaptation to climate change; and (4) to identify the effect of consumer demographics on climate sensitivity and clothing attitude for the adaptation to climate change. A survey questionnaire was developed and implemented to collect data for measuring clothing involvement, fashion involvement, and climate sensitivity. In addition, clothing involvement, clothing assortment needs, and clothing worn for the adaptation to climate change were measured. A total of 349 responses were analyzed by t-test, ANOVA and path analysis with SPSS18.0. The results of the analysis are as follows. Changes in temperature were considered more important than changes in weather for the functional needs of clothing, purchase needs, and assortment items needs. The assortment items wearing for the adaptation to climate change varied depending on the temperature and weather. Fashion involvement directly influenced clothing assortment needs and indirectly influenced the clothing worn for the adaptation to climate change. In terms of clothing purchase time, those purchasing clothing before the season begins, tended to have a high fashion involvement and clothing attitude for the adaptation to climate change. Those in their twenties and single, tended to be more sensitive to climate change. This study also discusses the implications for merchandising strategies.