• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.2
• /
• pp.307-318
• /
• 2008

Recently, the environmental problems have surfaced as serious social issues. More people become aware of the environments and seek for new kinds of lifestyle Lohas. The purpose of this study was to investigate the expressional characteristics of Lohas fashion design in ready-to-wear collection from 2000 till 2005. In the study, green design which was the base of Lohas fashion, was first examined, which was followed by an analysis of Lohas styles to understand the green design-oriented characteristics of Lohas fashion in the current fashion trends. The findings were as follows: First, the lifestyle of Lohas values 'environment-friendliness', 'sustainability', 'importance of health' and 'sensitivity'. Second, the distinguishing features of Lohas lifestyle categorize the Lohas fashion into five different looks: 'Lohas Natural Look', 'Lohas Vintage Look', 'Lohas Redesign Look', 'Lohas Multi look', and 'Lohas Wellness Look'. This study set out to provide useful results to be used as the basic data in studying design and related areas where they would develop fashion products for the consumers with the latest tastes as well as to promote environment protection.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.35 no.5
• /
• pp.513-526
• /
• 2011

This study investigates the factors of LOHAS (Lifestyles of Health and Sustainability), to segment consumer groups by LOHAS and identify the differences of LOHAS groups in the purchase of LOHAS fashion products. A total of 398 people aged from 20s to 50s were surveyed in September, 2009. The data were analyzed with factorial analysis, ANOVA, LSD, Chi-square, Cronbach' ${\alpha}$, using the SPSS 12.0. The survey showed: 1) Seven LOHAS factors (environment preservation, family centered, pursuit of rural life, preference of environmentally friendly products, interest in health, pursuit of leisurely life, and soul & body balance), 2) LOHAS consumers were classified into five segments (health interest, well-being, LOHAS, unconcerned, and naturalist). The distribution of age level, education level, and the type of job were different among LOHAS groups; and 3) Experiences of purchasing LOHAS AS fashion products in the past and intention to purchase LOHAS fashion products in the future were different among LOHAS groups.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.10
• /
• pp.1575-1589
• /
• 2009

Lifestyles of Health and Sustainability (LOHAS) is based on environmental social responsibility and has become important factor in fashion trends. This study was to correct the types of LOHAS fashion design systems and to analyze attributes based on a case study of LOHAS in the fashion industry and the inquiry into leading studies. This study was carried out and the visual research material was analyzed based on the data of: Internet sites and mediums of communication (literature in the field of design, newspaper, magazines, and TV); after the year 2000 a preceding study about LOHAS also provides a new concept. In addition, the types of LOHAS fashion design were arranged and considered based on analyzed special qualities of a LOHAS the notion. The types of LOHAS fashion design that could be divided into nine patterns are 1) environmentally friendly material practical use 2) re-design 3) message transmission 4) nature motive practical use 5) multi-function design 6) retrenchment design 7) the higher sensitivity pursuit design 8) order production 9) society-morals design. In addition, LOHAS fashion did not appear in any single emphasized special quality of independent type among these, but appeared as a mutually united special feature based on the consciousness of society-morals. It is known that expression is possible to combine into one fashion design with various types and it is possible for various uses.

• International Journal of Human Ecology
• /
• v.16 no.1
• /
• pp.37-47
• /
• 2015

The purpose of this study is to examine the effects of LOHAS consumption tendency and of the perceived consumer effectiveness of young consumers on trust and purchase intentions regarding upcycling fashion goods. Data were collected from a questionnaire survey of 201 university students living in Daegu City, South Korea. The data were analyzed to investigate a structural model and test the research hypotheses, using the AMOS 20.0 statistical package. The results can be summarized as follows. First, LOHAS consumption tendency had a positive impact on trust in upcycling fashion goods. Second, LOHAS consumption tendency did not impact purchase intention with regard to upcycling fashion goods. Third, perceived consumer effectiveness had a positive effect on trust in upcycling fashion goods. Fourth, perceived consumer effectiveness had a positive impact on purchase intention with regard to upcycling fashion goods. Fifth, trust had a positive influence on purchase intention regarding upcycling fashion goods. The results of this study provide guidance for marketers and retailers who are interested in upcycling fashion goods.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.35 no.9
• /
• pp.1069-1084
• /
• 2011

This study investigates the main trend of LOHAS, examines and analyzes the LOHAS marketing cases of the fashion industry, and proposes an effective LOHAS marketing strategy for the domestic fashion market. Data were collected from Naver, Google and Daum from 2005 (when LOHAS began to be recognized) to October $31^{st}$ 2010. We searched the research material with keywords related to the research subject (such as eco, green, well being, echo-friendly, LOHAS, sustainable, environmental management, and green management) to conduct a theoretical and exploratory study through qualitative analysis. The data are analyzed with three types such as personal value of eco-friendly fabric, economical value of recycled fabric and re-use or re-form, and social-ethical value of distribution and promotion. The research results show that LOHAS marketing activities focused on personal values and social-ethical values (rather than economical value) and from an eco-friendly management centered on merchandise; in addition, an eco-friendly supply chain management incorporated with a management system were applied. LOHAS marketing strategies at home and abroad revealed some differences in the cases of eco-friendly fabric, recycling, and fair trade.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.14 no.2
• /
• pp.215-227
• /
• 2012

This study aims to analyze the influences of LOHAS cuticle management, which based on LOHAS consciousness among customers using nail art shops and removes only Cuticle layer without Eponychium, on the preference and expected value of service quality. Further, it tackles how above related variables have important bearing on reuse intention. A survey was conducted only with customers over the age of 20 in Seoul, Daejeon and Daegu areas in terms of LOHAS consciousness. For the collected 389 data, frequency analysis, t-test, ANOVA, correlation analysis and multiple regression analysis were carried out by using SPSS 18.0 Version statistical package. The results are as follows. First, according to the results, it shows high positive correlation between LOHAS cuticle management based on the consciousness of LOHAS, and LOHAS cuticle management preference, tendency and willingness to transfer toward it. Second. it is proven that LOHAS consciousness tend to be possessed in older age groups, married and a professional employee layers and this LOHAS motivated groups showed high LOHAS cuticle management preference, inclination and intention of a change in management. Lastly, the reuse intention is mostly affected by experience and preference of LOHAS cuticle management. There is negative correlation between reuse intention and experience in blooding and pain during care service. Higher interest in preference of LOHAS cuticle management has highly influenced positive link with the repurchase intention.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.33 no.11
• /
• pp.1733-1743
• /
• 2009

The LOHAS trend is based on a present and future culture with a sustainable influence on the life of modem humans. This study examines the LOHAS trend to create a design that is practical and reflects a notion of LOHAS in quality. Design making is selected with three sub-themes under the concept 'With Us, Nature & High Touch' and the dress design that is suitable to the type and purpose of the parties following the concept. Theme A, "Neo-Classicism" is for a reception party. It made efficient use of 'Type of environmentally friendly material practical use + Type of multi-function design + Type of order production + Type of society morals design'. Theme B, "Between Virtual & Reality" is for a wedding reception. It made efficient use of 'Type of environmentally friendly material practical use + Type of multifunction design + Type of retrenchment design + Type of order production + Type of society morals design'. Theme C, "Arty Illusion" is for a cocktail party. It made efficient use of 'Type of Re-design + Type of nature motive practical use + Type of the higher sensitivity pursuit design + Type of order production + Type of society morals design'. This study explained that nature, environment, and a sense about society are put to practical use in fashion design through the creation of a fashion design to apply a LOHAS fashion design notion and a special quality.

• Journal of Fashion Business
• /
• v.12 no.1
• /
• pp.63-75
• /
• 2008

The purpose of this study was to identify purchasing behavior and attitudes toward naturalistic cosmetics according to women's LOHAS lifestyle. Self-administered questionnaires were distributed to 500 women aged 19-59. SPSS was used for data analysis. The results were as follows: 1. Factors of LOHAS lifestyle were social consciousness, reduce resources, family centered, individuality & environmental consciousness, healthy food life, and information search. Women were clustered into bad-being group, environmentalists, LOHAS group, well-being group, and individualists. 2. Most women had a bit of knowledge and experienced naturalistic cosmetics. Over 85% of women had intention to use naturalistic cosmetics. 3. Bad-being group and individualists included university women and had little knowledge and experiences of naturalistic cosmetics. LOHAS group and well-being group included more career women with higher education, had more knowledge and experiences. 4. Knowledge and experiences of naturalistic cosmetics were the most effective factors on the use intention of naturalistic cosmetics.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.10
• /
• pp.1087-1099
• /
• 2012

This study investigated the purchase intention of green fashion products based on Rogers' Diffusion of Innovation theory and compared the differences between Korean and British consumers. In order to identify the impact of personal characteristics, this study also examined the effects of fashion innovativeness and LOHAS tendency on perceived attributes of innovation and intention to purchase. With a convenience sampling method, a survey questionnaire was distributed at popular fashion streets in each country. A total of 426 data were obtained, 203 from the UK and 223 from Korea. About 52% were females, and 69% were in their twenties. A factor analysis generated two LOHAS factors (health concerns and eco concerns) and four attributes of green fashion products (image improvement, symbolic superiority, observability, and compatibility). Two types of green fashion products (organic cotton t-shirts and organic cotton t-shirts with an environmental message) were provided to measure the purchase intention, respectively. The findings were as follows. British consumers were more likely to show LOHAS tendency and to perceive positive advantages of green products compared to Koreans; in addition, British consumers presented higher mean scores on the purchase intentions of organic cotton products. Fashion innovativeness was significant to predict image improvement and symbolic superiority, while eco concerns were significant in compatibility for both nations. Compatibility was important for both countries in order to explain the intention to adopt two types of organic products. In addition, image improvement was another predictor for purchase intention of organic t-shirts with an environmental message. Managerial implications were provided.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.14 no.3
• /
• pp.111-122
• /
• 2012

This study analyzed the differences in value perception and purchasing intention for natural cosmetics by LOHAS class and investigated what influences people's value perception for natural cosmetics had on their purchasing intention. Total 450 questionnaires were distributed to adults of over 20s to 50s for the period from Dec. 1, 2011 to Dec. 14 and 410 questionnaires were used as analysis data. As for collected data, the statistical package SPSS 18.0 Version was used for factor analysis, frequency analysis, reliability test, one-way ANOVA, Chi-Square test, Scheffe-test, correlations analysis and multiple regression analysis. LOHAS class was divided into three groups (higher, middle and lower) based on LOHAS index. Through factor analysis, the value perception for natural cosmetics were divided into three factors (social value, emotional and functional value perception). The results of this study were obtained as below. First, in case of the value perception for natural cosmetics by LOHAS class, it was demonstrated that the higher LOHAS classes they were, the higher value perception for natural cosmetics (social, emotional and functional value perception) they had. Second, in case of the effects of the value perception for natural cosmetics by LOHAS class on their purchasing intention (intention to use and recommendation of usage), it was found that their value perception influenced their purchasing intention. Social value perception and functional value perception, especially social value perception largely affected the purchasing intention of all LOHAS classes, while emotional value perception didn't affected the purchasing intention.