Abstract
This study aims to verify the influence of high fashion brands' environmental consciousness, understand how eco-friendly attributes affect consumers' purchase intentions, and to find out the correlation between environmental consciousness, eco-friendly attributes, and purchase intentions, which are research factors. The perception of eco-friendly products of high fashion brands was investigated for those in their 20s and 40s, and 286 out of 300 copies were selected as effective samples by conducting a self-report survey method as a research method. As a result of the study, it was confirmed that environmental consciousness, eco-friendly attributes, and purchase intention had a positive (+) effect with a correlation. This study is meaningful in applying an eco-friendly management method and providing consumer perceptions and implications to various companies that sell eco-friendly products.
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