KOREASCHOLAR

This study utilizes social big data to investigate the factors influencing the awareness, attitude, and behavior toward vegan fashion consumption among global and Korean consumers. Social media posts containing the keyword “vegan fashion” were gathered, and meaningful discourse patterns were identified using semantic network analysis and sentiment analysis. The study revealed that diverse factors guide the purchase of vegan fashion products within global consumer groups, while among Korean consumers, the predominant discourse involved the concepts of veganism and ethics, indicating a heightened awareness of vegan fashion. The research then delved into the factors underpinning awareness (comprehension of animal exploitation, environmental concerns, and alternative materials), attitudes (both positive and negative), and behaviors (exploration, rejection, advocacy, purchase decisions, recommendations, utilization, and disposal). Global consumers placed great significance on product-related information, whereas Korean consumers prioritized ethical integrity and reasonable pricing. In addition, environmental issues stemming from synthetic fibers emerged as a significant factor influencing the awareness, attitude, and behavior regarding vegan fashion consumption. Further, this study confirmed the potential presence of cultural disparities influencing overall awareness, attitude, and behavior concerning the acceptance of vegan fashion, and offers insights into vegan fashion marketing strategies tailored to specific cultures, aiming to provide vegan fashion companies and brands with a deeper understanding of their consumer base.

I. Introduction
Ⅱ. Theoretical Background
    1. Vegan fashion
    2. Prior research on vegan fashion consumption behavior
Ⅲ. Methodology
    1. Target analysis
    2. Research questions and methodologies
    3. Collection period and channel
Ⅳ. Results
    1.􀀎 Awareness􀀎 and􀀎 behavior􀀎 regarding􀀎 vegan􀀎fashion􀀎 consumption
    2.􀀎 Sub-factors􀀎 of􀀎 vegan􀀎 fashion􀀎 consumers’􀀎awareness,􀀎 attitudes,􀀎 and􀀎 behaviors
Ⅴ. Discussion
Ⅵ. Conclusion
References

• Yeong-Hyeon Choi(Post-Doctoral Researcher, Center for Data Information, National Institute of Green Technology, Korea) Corresponding author
• Sungchan Yeom(Senior researcher, Center for Data Information, National Institute of Green Technology, Korea)