This study analyzed the effects of fashion consumers’ moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.