그린패션제품 확산을 위한 한국과 영국 소비자 비교 연구

Abstract

Abstract This study investigated the purchase intention of green fashion products based on Rogers' Diffusion ofInnovation theory and compared the differences between Korean and British consumers. In order to identifythe impact of personal characteristics, this study also examined the effects of fashion innovativeness andLOHAS tendency on perceived attributes of innovation and intention to purchase. With a convenience sam-pling method, a survey questionnaire was distributed at popular fashion streets in each country. A total of426 data were obtained, 203 from the UK and 223 from Korea. About 52% were females, and 69% werein their twenties. A factor analysis generated two LOHAS factors (health concerns and eco concerns) andfour attributes of green fashion products (image improvement, symbolic superiority, observability, and com-patibility). Two types of green fashion products (organic cotton t-shirts and organic cotton t-shirts with anenvironmental message) were provided to measure the purchase intention, respectively. The findings wereas follows. British consumers were more likely to show LOHAS tendency and to perceive positive advan-tages of green products compared to Koreans; in addition, British consumers presented higher mean scoreson the purchase intentions of organic cotton products. Fashion innovativeness was significant to predictimage improvement and symbolic superiority, while eco concerns were significant in compatibility for bothnations. Compatibility was important for both countries in order to explain the intention to adopt two typesof organic products. In addition, image improvement was another predictor for purchase intention of organict-shirts with an environmental message. Managerial implications were provided.Key words: Green fashion product, Diffusion of innovation theory, Perceived attributes of innovation,Fashion innovativeness, LOHAS tendency; 그린패션제품, 혁신확산이론, 인지된 혁신속성,유행혁신성, 로하스 성향