| abstract |
| Background By increasing the interest on health or quality of life of modern man, sympathetic ties are trained on the importance of eco-friendly, interest in eco-friendly products naturally increases and the fashion industry aims to the eco-friendly fashion. But this is not the case in reality. So this research investigated the students of the fashion sector, which will enter the relative sector, and who are potential customers, whether the consumption value and the knowledge of the environment can influence the intention of buying eco-friendly products.
Methods To accomplish this, a questionnaire survey was conducted for 14 days from September 1, 2015 to September 14, 2015. A total of 311 copies were used for analysis as final valid sample.
Result First, it was found that the lower variables that form the consumption value of eco-friendly products of students, all have a positive influence on purchase intent. Secondly, knowledge of the environment has a moderating effect on the relationship between emotional consumption value, social value and consumer purchase intent. And finally at the additional analysis, it was shown that the average value of the group who have already acquired eco-friendly fashion products, has a higher average value on functional consumption value, emotional consumption value, purchasing intent and environmental knowledge.
Conclusion Thus, in order to increase purchase intent of eco-friendly fashion products, fashion companies need to find a solution in order to increase knowledge of the environment and the value of consumers, and they should also reduce the repulsion of eco-friendly fashion products, and find a solution to bring consumers in the market to experience. |
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| Key Words |
| 친환경 패션제품과 소비가치, 구매의도, 환경지식, Ecological Fashion Products & Consumption Value, Purchase Intention, knowledge on the Environment |
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