The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on consumer confusion, value, and price sensitivity of eco-friendly fashion product

친환경 패션제품에 대한 소비자 혼란과 가치, 가격민감성 연구

  • Shin, Sangmoo (Dept. of Organic Materials & Fiber Engineering, Soongsil University) ;
  • Lim, Yura (Dept. of Organic Materials & Fiber Engineering, Soongsil University)
  • 신상무 (숭실대학교 유기신소재.파이버공학과) ;
  • 임유라 (숭실대학교 유기신소재.파이버공학과)
  • Received : 2020.12.10
  • Accepted : 2021.01.27
  • Published : 2021.02.28
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Abstract

Eco-friendly consumption is a prominent trend in the fashion industry, by which many firms attract the interest of consumers using a green marketing strategy. However, "greenwashing" (caused by distorted, exaggerated, and false information) gives rise to consumer confusion. The purpose of this study is to investigate the effect of consumer confusion and value on price sensitivity and purchase intention. Data was collected from 228 respondents using a questionnaire that was distributed to consumers living in Seoul and Kyunggi, South Korea. The data was analyzed by factor analysis, regression analysis, and Cronbach's alpha using SPSS 23.0. The results were as follows: First, factor analysis showed the consumer value variable was significantly categorized in altruistic and self-expressive values. All variables (altruism, selfexpression, consumer confusion, price sensitivity, and purchase intention) were shown to have significantly good internal validity. Second, altruistic consumer value was shown to positively affect the purchase intention of eco-friendly fashion products, but self-expressive consumer value had no significant effect. Third, consumer confusion on eco-friendly fashion products had a negative effect on purchase intention. Fourth, altruistic and self-expressive consumer values had no effect on price sensitivity. Fifth, consumer confusion on eco-friendly fashion products positively affect price sensitivity. Sixth, price sensitivity on eco-friendly fashion products had a negative effect on purchase intention. Therefore, fashion firms should provide a certified green mark to consumers to eliminate confusion and deliver the right message without greenwashing. Moreover, fashion firms should develop green marketing strategies that are more focused on altruistic consumers.

Keywords

References

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