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Consumers' Perception of Fashion Companies' Sustainability and Its Effect on Trust, Preference, and Purchase Intention
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 Title & Authors
Consumers' Perception of Fashion Companies' Sustainability and Its Effect on Trust, Preference, and Purchase Intention
Suk, HyoJung;
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 Abstract
Discussions on sustainability in the fashion industry highlight the need for a holistic and strategic approach. This study investigated consumers' perception of fashion companies' sustainability and its relationship with value and perceived consumer effectiveness as well as with consumer trust, preference, and purchase intention. The assessment scale of fashion companies' sustainability was developed for this study and data were obtained from 645 consumers in their 20's to 60's in Korea. As a result, consumers' value and perceived consumer effectiveness had significant effects on consumers' perception of fashion companies' sustainability. Universalism, security/benevolence and perceived consumer effectiveness were variables that had significant effects on all four dimensions of sustainability. Consumer's perception of fashion companies' sustainability significantly influenced consumer trust, preference and purchase intention. Especially, environmental, societal, and cultural sustainability (rather than economic dimension) were shown to have a greater impact on consumers' trust, preference and purchase intention.
 Keywords
Fashion sustainability;Value;Perceived consumer effectiveness;Consumer attitude;Consumer perception;
 Language
Korean
 Cited by
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