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Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types

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  • Hyun Min Kong
  • Eunju Ko
  • Heeju Chae
  • Pekka Mattila

Abstract

Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this field. Therefore, this study, analyzes sustainable knowledge to better understand which sources and types of knowledge are effective. Thus, the purpose of this study is as follows: (1) to examine the influence of sustainable knowledge sources on different types of sustainable knowledge; and (2) to examine the impact of these types of knowledge on sustainable consumer behavior. A total of 245 responses are collected in South Korea through an online survey for the final analysis. The proposed model and research hypotheses are tested using AMOS and SPSS programs. Results indicates that fashion consumers have a positive effect on corporate marketing information. Effectiveness and social knowledge also play an important role in forming attitude toward sustainable fashion products. In conclusion, fashion brands must identify and incorporate effective sources and types of sustainable knowledge into their marketing strategies to expand their business scope. Moreover, this study stands out for examining the specific role of sustainable knowledge in the fashion industry, thus providing a direction for future research.

Suggested Citation

  • Hyun Min Kong & Eunju Ko & Heeju Chae & Pekka Mattila, 2016. "Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 7(2), pages 103-119, April.
    • Handle: RePEc:taf:rgfmxx:v:7:y:2016:i:2:p:103-119
    DOI: 10.1080/20932685.2015.1131435
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    Cited by:

    1. Muhammad Shafiullah & Usman Khalid & Luke Emeka Okafor, 2023. "Do birds of a feather flock together? Analyzing environmental performance and tourist behavior using a gravity approach," Tourism Economics, , vol. 29(5), pages 1139-1163, August.
    2. Sher Jahan Khan & Saeed Badghish & Puneet Kaur & Rajat Sharma & Amandeep Dhir, 2023. "What motivates the purchasing of green apparel products? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4183-4201, November.
    3. Jūratė Banytė & Šarūnė Vaidelinskaitė & Laura Šalčiuvienė, 2023. "Investigating the Link between Consumer Attitudes and Behaviour in the Context of Sustainable Clothing: The Role of Social Norms," Sustainability, MDPI, vol. 15(24), pages 1-24, December.
    4. Jessica Strübel & Saheli Goswami & Ji Hye Kang & Rosemary Leger, 2023. "Improving Society and the Planet: Sustainability and Fashion Post-Pandemic," Sustainability, MDPI, vol. 15(17), pages 1-23, August.

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