Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types

Abstract

Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this field. Therefore, this study, analyzes sustainable knowledge to better understand which sources and types of knowledge are effective. Thus, the purpose of this study is as follows: (1) to examine the influence of sustainable knowledge sources on different types of sustainable knowledge; and (2) to examine the impact of these types of knowledge on sustainable consumer behavior. A total of 245 responses are collected in South Korea through an online survey for the final analysis. The proposed model and research hypotheses are tested using AMOS and SPSS programs. Results indicates that fashion consumers have a positive effect on corporate marketing information. Effectiveness and social knowledge also play an important role in forming attitude toward sustainable fashion products. In conclusion, fashion brands must identify and incorporate effective sources and types of sustainable knowledge into their marketing strategies to expand their business scope. Moreover, this study stands out for examining the specific role of sustainable knowledge in the fashion industry, thus providing a direction for future research.

时尚界面临的一个大问题是如何处理可持续性。考虑到供应链,密集的资源使用和越来越短的产品生命周期的问题，时尚对环境问题特别敏感。对研究人员和从业人员来说，其他的敏感话题是社会性问题，如劳动工作条件和雇佣童工。与不断增加的对可持续性的担忧形成对比的是,时尚企业和消费者对可持续发展概念的理解并不是很明确。因此，对时尚企业的利益相关者的传播可持续性发展的知识是有非常有必要的。本研究重点以消费者的角度来调查目前韩国消费者关于可持续性知识的程度。需要明确哪个可持续性知识来源对可持续发展的概念最具影响并且最重要，这将有助于发展对可持续时尚产品的合适的态度和行为意图。

先前的研究强调,许多消费者都知道时尚对环境和社会的影响,并愿意在他们的购买决策过程中对绿色和可持续产品给予更多的关注。然而, 年龄范围在20到30岁的韩国消费者对时尚的可持续性概念和知识了解有限。关于时尚的可持续性问题的知识需要传递给公众，以说服时尚消费者去采纳更有可持续意识的态度和购买行为。

为了找到最有效的可持续发展知识的来源,本研究使用三个主要的知识来源;公共教育、同伴影响和企业营销信息。本研究主要探讨韩国可持续发展的教育背景,同伴的影响和企业营销信息。韩国年轻人的购物意图似乎受到家庭成员和同伴的采购行为的影响,尤其是对于个人的产品。最后,企业营销信息企业不断着力提醒消费者去做有可持续发展意识的购买决策。知识是改变消费者的态度的最有效因素,它是产生意识变化的催化剂。本研究的主要目的是检验什么样的教育资源是对扩大消费者对可持续性知识和态度的了解和改变他们对可持续时尚产品态度和购买行为的最有效教育资源。本研究关注不同类型的教育行为对时尚消费的影响。本研究的概念框架为韩国消费者的可持续消费行为提供了理论依据。本研究对于教育和市场营销两个方面都有所助益。从学术的角度，研究人员将拓展向时尚消费者扩散知识的方法。第二,时装公司能够针对未来目标消费者制定.

Keywords:

• Sustainable fashion
• sustainable knowledge sources
• knowledge types
• fashion consumer
• corporate marketing information

关键词:

• 可持续时尚
• 可持续知识来源
• 知识类型
• 时尚消费
• 企业营销信息