Abstract
This study aims to investigate determinants that included personal values, pro-environmental beliefs, and proenvironmental norms for enhancing consumers' purchase intention of eco-friendly outdoor wear exploring Stern(2000)’s the value-belief-norm theory. A survey was conducted with females and males between the ages of 20 and 60 who have experienced buying outdoor wear products. A total of 300 responses were analyzed by descriptive analysis, factor analysis, a reliability test, an independent samples t-test, and regression analysis. The results of this study were as follows: 1) The results of exploratory factor analysis and reliability test on the personal value clearly showed factorial structures including the social power, ecologic value, openness, equality, and altruistic value. 2) There are significant differences in personal value sub-dimensions, pro-environmental beliefs, pro-environmental norm, and purchase intention of eco-friendly outdoor wear products according to respondents' gender and age. 3) Personal values, but not social power, affect pro-environmental beliefs; in turn, pro-environmental beliefs affect pro-environmental norms, which then affects purchase intentions of eco-friendly outdoor wear. The findings support the conclusion that there is significant causality among personal value such as ecologic, openness, equality, and altruistic, pro-environmental belief, and pro-environmental norm. This study suggests pragmatic implications to understand outdoor wear consumers' socio-psychological and demographic factors and to augment purchase intentions of eco-friendly outdoor wear products.
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