KOREASCHOLAR

In a situation where the importance of eco-friendly fashion is growing, this study adds to the needed research by analyzing consumption value satisfaction factors, brand image, and repurchase intentions of eco-friendly fashion products. During the investigation, the impact of gender was also accounted for to establish an effective marketing strategy. In June 2024, 250 surveys were evaluated from domestic consumers with experience purchasing eco-friendly fashion products. Descriptive statistical analysis, factor analysis, reliability analysis, and regression analysis were performed. Five factors were measured to determine satisfaction with the consumption value of eco-friendly fashion products: emotional value, functional value, social and situational value, passive value, and rare and eco-friendly value. Empirically subdividing satisfaction with eco-friendly fashion as recognized by consumers reveals meaningful findings about consumption value. Among the factors of consumption value satisfaction with eco-friendly fashion products, functional value, social and situational value, and rare and eco-friendly value all positively affected repurchase intention. The consumer’s gender also made a difference in satisfaction. Considering these results, the marketing effect of eco-friendly fashion can be increased. This study will be able to increase the ESG management effect of fashion companies. By performing ESG management, the fashion industry can achieve social and environmental responsibility along with sustainable growth.

I.􀀃 Introduction
Ⅱ.􀀃 Theoretical􀀃 Background
    1.􀀎 Eco-friendly􀀎 fashion􀀎 product
    2.􀀎 Consumption􀀎 value
    3.􀀎 Brand􀀎 image
    4.􀀎 Repurchase􀀎 intention
Ⅲ.􀀃 Research􀀃 Method
    1.􀀎 Research􀀎 question
    2.􀀎 Research􀀎 method
Ⅳ.􀀃 Results􀀃 and􀀃 Discussion
    1.􀀎 Factor􀀎 analysis􀀎 and􀀎 reliability􀀎 analysis􀀎 of􀀎variables
    2.􀀎 The􀀎 effect􀀎 of􀀎 consumption􀀎 value􀀎 satisfaction􀀎on􀀎 brand􀀎 image􀀎 of􀀎 eco-friendly􀀎 fashion􀀎 product
    3.􀀎 The􀀎 effect􀀎 of􀀎 satisfaction􀀎 with􀀎 consumption􀀎value􀀎 of􀀎 eco-friendly􀀎 fashion􀀎 product􀀎 on􀀎 brand􀀎image􀀎 according􀀎 to􀀎 the􀀎 gender􀀎 of􀀎 consumers
    4.􀀎 The􀀎 effect􀀎 of􀀎 consumption􀀎 value􀀎 satisfaction􀀎on􀀎 repurchase􀀎 intention􀀎 of􀀎 eco-friendly􀀎 fashion􀀎product
    5.􀀎 The􀀎 effect􀀎 of􀀎 satisfaction􀀎 with􀀎 consumption􀀎value􀀎of􀀎eco-friendly􀀎fashion􀀎product􀀎on􀀎repurchase􀀎intention􀀎 according􀀎 to􀀎 the􀀎 gender􀀎 of􀀎 consumers
Ⅴ.􀀃 Conclusion
References

• Min-kyung Kim(Assistant Professor, Dept. of Fashion Design, Jangan University, Korea) | 김민경 (장안대학교 패션디자인과 조교수) Corresponding author