패션소비자의 환경지식, 친환경 태도가 친환경 패션제품 구매에 미치는 영향

초록

The purpose of this study was to examine the effect of consumer's environmental knowledge, eco-friendly attitudeand purchase intention about fashion consumers' eco-friendly products. This study was conducted by a survey of 330males and females fashion consumers in their 20s-40s who experienced eco-friendly fashion products purchase. Respondents,who had purchased eco-friendly fashion items at least once, were selected using convenience sampling through theonline survey from March 20thto 30thin 2013. The collected materials were analyzed by frequency analysis, factor analysis,t-test and multi-regression using SPSS 19.0 software. Through the result of statistical analysis, it is found that environmentalknowledge has three dimensions; natural environmental knowledge, urbanized environmental knowledge,environmental pollution knowledge. Also the effects of environmental knowledge on eco-friendly attitude are significantand eco-friendly attitude has influence on eco-friendly fashion products purchase behavior. Eco-friendly attitude had aneffect word of mouth intention. In addition, there are notable differences in environmental knowledge, eco-friendly attitudeand purchase intention depending on fashion consumer's age. The results of this study will provide useful informationfor both eco-friendly customer management and fashion marketing strategies. Therefore, the fashion company is neededto consider personal characteristics, customer needs and present condition of purchasing eco-friendly fashion products.

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