As product packaging becomes an increasingly important tool for conveying brand images to consumers, eco-friendly packaging (EFP) is being extensively adopted by fashion companies. Given this trend, the need for research examining consumer responses to fashion products featuring EFP has increased. This study investigates the effects of attitude and subjective norms on consumers’ purchase intention of fashion products using EFP, and further explores the moderating roles of gender and ethical self-identity (ESI). A survey including 360 male and female consumers in their 20s and 30s was conducted, and the data were analyzed using multiple regression analysis. The results indicate that both attitude and subjective norms positively influence purchase intention. Gender moderated the relationship between subjective norms and purchase intention, with males exhibiting higher purchase intention than females when influenced by social norms. ESI also moderated the relationship between attitude and purchase intention, as well as between subjective norms and purchase intention. Individuals exhibiting higher levels of ESI showed stronger alignment between their attitudes or perceived norms and their purchase intention of EFP products. These findings provide valuable insights and establish a foundational understanding of the key determinants of purchase intention for fashion products with EFP. Furthermore, they provide theoretical insights into sustainable consumer behavior and offer practical implications for fashion marketers seeking to promote eco-conscious consumption.

Abstract
I. Introduction
Ⅱ. Literature Review
    1. Eco-friendly package of fashion product
    2. Reasoned action model
    3. Moderating effect of gender
    4. Moderating effect of ethical self-identity
Ⅲ. Research Method
    1. Research model
    2. Data collection and participants
Ⅳ. Results
    1. Validity of measurements
    2. Effect of attitude and subjective norms onpurchase intention
    3. Moderating effect of gender
    4. Moderating effect of ethical self-identity
Ⅴ. Conclusion
References

• Seung Yeon Kim(Master, Dept. of Fashion Business, Keimyung University, Korea) | 김승연 (계명대학교 일반대학원 패션비즈니스학과 석사)
• Eunah Yoh(Professor, Dept. of Fashion Marketing, Keimyung University, Korea) | 여은아 (계명대학교 패션마케팅학과 교수) Corresponding author