• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.6
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• pp.1285-1301
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• 2024

With growing concerns about sustainability in the fashion industry, fashion brands are increasingly promoting their sustainability initiatives. However, do sustainable attributes always drive consumers' purchase intentions toward sustainable apparel? Grounded in psychological egoism and congruity theory, this study aims to understand the effect of conventional and sustainable apparel attributes on purchase intentions for sustainable apparel, considering the roles of brand type (fast fashion vs. sustainable fashion) and green self-identity. Data were collected from an online survey of 244 U.S. consumers aged 18 and older. The results revealed that conventional attributes of quality, fit, style, and comfort had a significantly stronger effect on purchase intentions than sustainable attributes. Both conventional and sustainable attributes enhanced purchase intention for fast fashion brands, while only conventional attributes were significant for sustainable fashion brands. Green self-identity did not have a significant moderating effect, indicating that apparel buying is a behavior less influenced by green self-identity. The findings highlight the importance of conventional attributes while suggesting that attributes perceived as lacking in the brand are crucial for driving purchase intentions. This study offers valuable insights into consumer behavior in sustainable fashion consumption and helps develop effective strategies for fast fashion and sustainable fashion brands.

• Korean Journal of Culture and Social Issue
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• v.26 no.2
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• pp.47-68
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• 2020

Since the early 2000s, Korea has continued to increase the proportion of the elderly population due to low fertility and increased life expectancy. As a result, Korea has now entered the aging society. Because of this demographic change, proportion of active elderly have increased, and many academics, such as sociology, economics, and psychology, have conducted various studies on the active elderly. This study focused on active elderly based on the activity theory of old age and the positive effect of small community participation activity on the elderly. The purpose of this study is to examine whether active elderly' participation in everyday activities, small community participation of the elderly affect citizen participation actively in society as a citizen, and in the process, mediates the effect of small community cohesion and the moderating effect of small community selfishness. This study performed a stepwise regression analysis and a hierarchical regression analysis of 700 elderly people who are participated actively in various small communities. As a result, the partial mediating effect of small community cohesion was shown in the relationship between participation in everyday activities and citizen participation, and the moderating effect of small community selfishness was also shown. These findings suggest that government and interested parties need to develop and implement policies for the small community participation of elderly citizens in consideration of their small community activities, small community cohesion and small community egoism.