환경 친화적 태도에 따른 친환경 패션제품 구매행동 = Buying Behavior of Eco-friendly Fashion Products According to Eco-friendly Attitude

다국어 초록 (Multilingual Abstract)

As the environmental consciousness enhances and the market of eco-friendly consumers are formed, fashion companies established eco-friendly marketing as their core strategy and are trying to find the opportunity to grow and develop in a new environment. So this thesis aims to find out the eco-friendly attitude and eco-friendly fashion products buying behavior of consumers, which is the core element of success in the increase of eco-friendly fashion product sales and eco-friendly fashion market, and to provide necessary data for eco-friendly fashion market to successfully settle as popular consumption culture.
The analysis results of this study is as follows.
1. As the analysis result of eco-friendly attitude, it divides into 4 factors of environmental interest, eco-friendly consumption behavior, eco-friendly buying purpose and environmental movement participation.
2. There was difference in buying behavior of eco-friendly fashion products according to eco-friendly attitude.
The group with high eco-friendly attitude had more buying experiences in eco-friendly fashion products, and the main reason for not buying was the fact that both groups felt no inconvenience in not using eco-friendly fashion products. For information sources, the group with high eco-friendly attitude had more use of mass media, family, advertisement, pamphlets, friends, events related to eco-friendly products, show window displays and salesclerk, than the group with low eco-friendly attitude.
In consideration of purchase, the group with high eco-friendly attitude showed more consideration in aesthetics and quality buying eco-friendly fashion products, but showed no difference in utility. In purchase items of eco-friendly fashion products, both groups bought many underwears and clothes, and in satisfaction both showed unsatisfaction in aesthetics, emblem and utility except quality of eco-friendly fashion products, and the group with low eco-friendly attitude showed less satisfaction in aesthetics.
The proposal and eco-friendly fashion related marketing indication based on this study results are as the following.
1. Consumers with high eco-friendly attitude are increasing, and their eco-friendly fashion products buying behavior should be considered more positive, so the companies should not neglect consumers with high eco-friendly attitude because the number is low. Buying behaviors of such consumers with high eco-friendly attitude should be more precisely understood, and companies should carry out customer satisfaction management for the increasing eco-friendly consumers so their taste and needs are satisfied.
2. It is regarded that marketing activities are more effective in considering the fact that consumers buy eco-friendly fashion products because of environmental preservation and health rather than functional material effect. In other words, it is more effective to develop sales promotion and advertisement strategies that can increase psychological satisfaction of contributing to environmental preservation.
3. It is thought that marketing activities should be first developed to increase acknowledgement of eco-friendly fashion products, considering the fact that the main reasons for not buying eco-friendly fashion products are unnecessity in eco-friendly fashion products and the low reliability in functional materials. So companies should first accomplish sympathy to consumers through publicity and various data provisions about eco-friendly fashion products, and then provide knowledge about eco-friendly fashion products' production process, distribution, disuse and recycling so consumers perceive why it is eco-friendly, and also give reliability to consumers through verification process of authorized institution so that they can be closer to eco-friendly fashion products.
4. As the result of analyzing selection standard in buying eco-friendly fashion products of consumers, when they buy eco-friendly fashion products they select with the same standard as general fashion products. Considering that, product differentiation must be accomplished by adding the value of eco-friendly, after satisfying design, quality, and price compared to general fashion products.
The limits and proposal of this study are as follows.
In this study, the age or gender ratio of investigation target were not even because there were not many purchases of consumers in eco-friendly fashion products. So in future study, it should have significance in comparing and analyzing buying behavior of eco-friendly fashion products about health interests along with environmental interests of consumers, focusing on broad range of samples.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• Ⅱ. 이론적 배경 = 3
• 1. 친환경 패션시장 = 3
• 1) 국외 친환경 패션시장 = 3
• 2) 국내 친환경 패션시장 = 7
• 2. 친환경 섬유시장 = 11
• 3. 환경 친화적 태도와 소비행동 = 13
• 1) 환경 친화적 소비자의 의의 = 13
• 2) 환경 친화적 태도와 소비행동 = 14
• 3) 환경 친화적 태도와 소비행동에 영향을 미치는 요인 = 16
• (1) 환경의식 = 16
• (2) 사회활동참여성 = 17
• (3) 구매의도 = 18
• Ⅲ. 연구문제 및 연구방법 = 21
• 1. 연구문제 = 21
• 2. 측정도구 = 22
• 3. 표본 및 자료수집 = 23
• 4. 자료분석 = 23
• Ⅳ. 연구결과 = 25
• 1. 표본의 특성 = 25
• 2. 조사도구의 타당성 및 신뢰도 검증 = 27
• 1) 환경 친화적 태도문항에 대한 타당성 및 신뢰도 검증 = 27
• 2) 친환경 패션제품 선택기준별 고려정도 문항에 대한 타당성 및 신뢰도 검증 = 29
• 3) 친환경 패션제품 만족도 문항에 대한 타당성 및 신뢰도 검증 = 31
• 3. 소비자들의 환경 친화적 태도 = 33
• 4. 환경 친화적 태도에 따른 친환경 패션제품 구매행동 = 35
• 1) 환경 친화적 태도에 따른 친환경 패션제품 구매경험 = 35
• 2) 환경 친화적 태도에 따른 친환경 패션제품 구매이유 = 37
• (1) 구매이유 = 37
• (2) 비 구매이유 = 38
• 3) 환경 친화적 태도에 따른 친환경 패션제품 정보원 = 39
• 4) 환경 친화적 태도에 따른 친환경 제품 선택기준별 고려정도 = 41
• 5) 환경 친화적 태도에 따른 친환경 패션제품 구매품목 = 42
• 6) 환경 친화적 태도에 따른 친환경 패션제품 만족도 = 43
• Ⅴ. 결론 및 제언 = 44
• 참고문헌 = 46
• Abstract = 51
• 설문지 환경 친화적 태도에 따른 친환경 패션제품 구매행동 = 54