Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Cross-Cultural Study of Plus-Size Consumer's Perception of Body, Attitude of Accepting Obesity and Clothing Behaviors in Korea and the US

플러스 사이즈 소비자들의 신체인지와 비만수용태도 및 의복행동에 대한 한국과 미국의 비교문화 연구

  • 최미영 (덕성여자대학교 의상디자인학과)
  • Received : 2015.11.27
  • Accepted : 2016.03.22
  • Published : 2016.04.30
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Abstract

The purpose of this study was to prove how sociocultural perspective of obesity, differences in consumers' perception of body and attitudes of accepting obesity affected individuals' clothing behaviors through cross-cultural studies. The data collected were composed of 612 Korean and US consumers in the 20's and 30's that had experiences in purchasing plus-size products. The results were as follows. First, BMI index was lower in Korean consumers than the US consumers, but Korean consumers received more stress from being overweight compared to the US consumers, and had a more negative attitude about their body. Second, although Korean consumers had lower BMI index and degrees of obesity than US consumers, they were severely stressed by obesity and were found to have a higher level of dissatisfaction with their bodies. Third, Korean consumers responded more sensitively to obesity and had a tendency to display a more negative attitude regarding obesity, and a more passive dependence on clothing. Forth, differences in the body shape were reflected even in wearing evaluation, and US consumers showed a more positive attitude toward evaluations of size suitability and fitness. Fifth, the plus-size market for Korean consumers was still not active, and most products purchased were generic brands obtained from online shopping malls through the Internet. However, in the case of the US, in which the ratio of obese people is high and the plus-size market is growing, consumers were purchasing plus-size brands through various distribution online and offline channels. Sixth, Korean consumers were less satisfied than US consumers with shops, sizes and fitness; however, they were more satisfied with design factors. Finally, it is expected that this study can offer practical implications for marketers and product developers running plus-size market for young obese consumers in their 20 and 30s.

Keywords

References

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