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Cross-Cultural Comparison on Ethical Fashion Consumption Behavior and Related Factors: Focusing on Consumers in South Korea and Germany
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  • Journal title : Family and Environment Research
  • Volume 54, Issue 3,  2016, pp.251-262
  • Publisher : The Korean Home Economics Association
  • DOI : 10.6115/fer.2016.020
 Title & Authors
Cross-Cultural Comparison on Ethical Fashion Consumption Behavior and Related Factors: Focusing on Consumers in South Korea and Germany
Shin, Yeunwook; Koh, Ae-Ran;
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 Abstract
This study analyzes the relation of the consumption values and ethical fashion consumption behavior as well as other influential factors between Korean and German ethical consumers based on the `Modified Theory of Planned Behavior.` A survey was conducted on female consumers in their 20s and 30s, who experienced ethical fashion consumption in Seoul and Berlin. A factor analysis, reliability analysis, F -test and multiple regression analysis were performed for model verification. The research results indicated that emotional value (in case of Korea) and functional value out of consumption values (in case of Germany) have significant effects in regards to the influence of consumption values on ethical self-identity. The effects of ethical self-identity on ethical fashion consumption behavior indicated that Korean ethical self-identity influenced the ethical fashion consumption behavior of moderating and simplicity and eco-friendly certification versus local consumption as well as above factors (in case of Germany) explained by ethical self-identity. Both variables had a negative moderating effect in Korea in regards to the moderating effects of social comparison and materialism in the relations of ethical self-identity and ethical fashion consumption behavior; however, only materialism was an influential factor in Germany. The results of the research variables by individualism/collectivism indicated that the horizontal-collectivism group showed the highest ethical self-identity along with the lowest materialism tendency that had a high point of consumption behavior towards local consumption. However, the vertical-individualism group was outstanding. The consumption behavior aimed at moderating and simplicity.
 Keywords
ethical fashion consumption behavior;consumption values;ethical self-identity;cross-cultural comparison;
 Language
Korean
 Cited by
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