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Effect of eco-label recognition on corporate association and purchasing intention in fashion business
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 Title & Authors
Effect of eco-label recognition on corporate association and purchasing intention in fashion business
Shin, Sangmoo; Kim, Min Jung;
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 Abstract
Corporate association-which refers to consumers` beliefs, knowledge, perceptions, and evaluations of a corporation -can affect consumers` purchasing intentions. Corporate association consists of corporate ability association and corporate social responsibility association. Corporate ability association refers to a company`s product quality, corporate innovation, productivity, consumer orientation, and after service. Corporate social responsibility association, which refers to the social perspective a company has of its responsibility to society, can affect corporate image and consumers` purchasing intentions. Eco-labeling for protecting and sustaining the environment is one of the important green marketing strategies in the fashion business that can influence corporate association and consumers` purchasing intentions. The purpose of this study was to investigate the effect of consumers` eco-label recognition on their corporate association and intentions to purchase eco-friendly fashion products. Questionnaires were distributed to consumers. The 263 usable questionnaires that were returned were analyzed by descriptive statistics, Cronbach`s alpha, factor analysis, regression analysis, and t-test. The results were as follows: There was a significant effect of eco-label recognition on corporate association (ability association and social responsibility association). Eco-label recognition and corporate association were found to significantly affect consumers` purchasing intentions. Regarding the eco-friendly fashion product buying experience, there was no significant difference on corporate association and buying intention, but there was significant difference on eco-label recognition.
 Keywords
corporate association;eco-label recognition;purchasing intention;fashion business;
 Language
Korean
 Cited by
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