KOREASCHOLAR

Eco-friendly consumption is a prominent trend in the fashion industry, by which many firms attract the interest of consumers using a green marketing strategy. However, “greenwashing” (caused by distorted, exaggerated, and false information) gives rise to consumer confusion. The purpose of this study is to investigate the effect of consumer confusion and value on price sensitivity and purchase intention. Data was collected from 228 respondents using a questionnaire that was distributed to consumers living in Seoul and Kyunggi, South Korea. The data was analyzed by factor analysis, regression analysis, and Cronbach’s alpha using SPSS 23.0. The results were as follows: First, factor analysis showed the consumer value variable was significantly categorized in altruistic and self-expressive values. All variables (altruism, selfexpression, consumer confusion, price sensitivity, and purchase intention) were shown to have significantly good internal validity. Second, altruistic consumer value was shown to positively affect the purchase intention of eco-friendly fashion products, but self-expressive consumer value had no significant effect. Third, consumer confusion on eco-friendly fashion products had a negative effect on purchase intention. Fourth, altruistic and self-expressive consumer values had no effect on price sensitivity. Fifth, consumer confusion on eco-friendly fashion products positively affect price sensitivity. Sixth, price sensitivity on eco-friendly fashion products had a negative effect on purchase intention. Therefore, fashion firms should provide a certified green mark to consumers to eliminate confusion and deliver the right message without greenwashing. Moreover, fashion firms should develop green marketing strategies that are more focused on altruistic consumers.

Abstract
I. Introduction
II. Background
    1. Eco-friendly fashion product
    2. Consumer values
    3. Consumer confusion
    4. Price sensitivity
    5. Purchase intention
III. Method
    1. Research question
    2. Measurement
Ⅳ. Results and Discussion
    1. Factor analysis on variables
    2. Research question 1: Effect of consumer valueon price sensitivity to eco-friendly fashion product
    3. Research question 2: Effect of consumerconfusion on price sensitivity to eco-friendly fashionproduct
    4. Research question 3: Effect of consumer valueon purchase intention to eco-friendly fashion product
    5. Research question 4: Effect of consumerconfusion on purchase intention to eco-friendlyfashion product
    6. Research question 5: Effect of price sensitivityon purchase intention to eco-friendly fashion product
V. Conclusion
References

• Sangmoo Shin(Dept. of Organic Materials & Fiber Engineering, Soongsil University) | 신상무 Corresponding author
• Yura Lim(Dept. of Organic Materials & Fiber Engineering, Soongsil University) | 임유라