| Abstract |
| In 21st century, Fashion industry has problems that are apparel production boom and over-consumption caused by fast fashion. Those problems caused of clothing waste and clothing landfill that lead to increase environmental pollutions. In this point of view, This study focused on reused and recycled fashion which could figure out the problems of landfill and environmental pollution are from discarded clothing that still has it`s life, and also tried to find the way that reused and recycled fashion to be invigorate in fashion industry. Specifically, the Consumption Behavior of reused and recycled fashion products by groups depending on the clothing value is studied which, based on the previous studies proved the value affects on the behavior. To achieve above purposes, measurements were used as below. Clothing value was used for the value, and buying behavior, buying motivation, and perceived risk were used for checking consumption behavior. As a result, 5 groups(conservative, esthetic, economic, symbolism, indifferent) were classified, and multiple comparison of ex-post analysis (Duncan test) showed below outcomes. Conservative group showed higher concern of environment friendly characters of reused and recycled fashion products, and esthetic group had lots of interests in aspects of reused and recycled fashion products` unique and distinctive design elements for buying motivation. For perceived risk, social psychological fact was meaningful to two groups(symbolism, conservative), which means those groups were worried about using reused and recycled fashion products due to the products might downgrading their social image. Finally, marketing strategies were discussed that aim for increasing companies profit and consumers` satisfaction from their clothing value. |
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| Key Words |
| 가치, 소비행태, 재활용·재사용패션, value, reused & recycled fashion, consumption behavior |
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