Internet technology now allows products and services to be purchased through online or mobile shopping. Many firms open online and mobile stores or establish social network services to meet changing customer desires. Despite the convenience of online shopping, customers are often uncertain about product quality because they cannot see or touch products. Consequently, firms may use various certifications that assure product quality such as KC in the Republic of Korea, CE in Europe, and UL in the United States. In addition, consumers are becoming increasingly concerned that the fashion industry presents threats to the environment and well-being. In response, fashion manufacturers are turning to the use of organic, eco-friendly, sustainable fabrics. Most studies about organic manufacturing have focused on the food industry, but we contend that clothing is similar to the organic food industry in the importance of certification that guarantees whether products are produced organically. In this study, we focus on how consumers rely on certification when they search for information and purchase organic clothes for infants. We discuss theoretical and practical implications of our results.

• Eung Jin Lee(Changwon National University, Republic of Korea)
• Sang Jin Kim(Changwon National University, Republic of Korea)
• Kyung Hoon Kim(Changwon National University, Republic of Korea)