The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Consumer prosocialness and the attitude-intention relations in fashion product recycling

소비자 친사회성과 패션 제품 재활용에 대한 태도-의도 관계

  • Lee, Minsun (Dept. of Fashion Design, Konkuk University Glocal Campus) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 이민선 (건국대학교 글로컬캠퍼스 패션디자인학과) ;
  • 이현화 (인하대학교 의류디자인학과)
  • Received : 2021.05.12
  • Accepted : 2021.06.14
  • Published : 2021.06.30
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Abstract

The objectives of this study were: (1) to identify differences in consumer attitudes and intentions to recycle fashion products using three types of recycling (including resale, reform, and donation), and (2) to examine the moderating effects of consumer prosocialness on the relationships between attitude and intention for each type of fashion product recycling. Men and women aged 20 years and over were recruited from a marketing research firm panel. Participants completed an online questionnaire incorporating measures for attitudes and intentions to resale, reform, and donate fashion products, prosocialness, frequency of purchasing fashion products, monthly amount of spending on fashion products, and demographic information. Data from 224 participants were analyzed using SPSS 25.0 and PROCESS macro. The results demonstrated that consumers had significantly different attitudes and intentions depending on type of fashion product recycling. Consumers had more positive attitudes toward donation compared to resale and reform types of recycling. Consumer intentions toward resale and donation were significantly higher than their intention to reform. Furthermore, this study confirmed that the attitude-intention gap in fashion product recycling can be explained by individual prosocialness. The moderating effects of prosocialness on the associations between attitude and intention to recycle were significant. The implications of increasing consumers' behavior intention to recycle fashion products was discussed and future research suggestions are provided.

Keywords

Acknowledgement

This paper was supported by Konkuk University in 2021.

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