Due to its superior recycling characteristics, recycled-cotton has become a key material driving the eco-friendly transformation of the fashion industry. However, this transformation depends not only on material innovation in the production phase but also on consumers’ perception and acceptance of recycled-cotton fashion products. This study aims to identify the core determinants shaping consumers’ purchase intention toward recycled-cotton fashion products by analyzing how perceived consumption value dimensions influence purchase intention through behavioral attitudes and subjective norms and by testing the moderating effect of altruism. Data were collected from 280 consumers aged 20–59 years who had previous experience purchasing recycled-cotton fashion products. The mediating and moderated mediating effects were empirically verified using PROCESS Macro Models 4 and 7. The results revealed that emotional, economic, social, functional, and environmental value all exerted significant positive effects on behavioral attitudes and subjective norms and indirectly influenced purchase intention through behavioral attitudes and subjective norms. However, altruism demonstrated a significant moderating effect only on the path linking functional value to purchase intention via behavioral attitudes. These findings highlight the pivotal roles of consumption value, behavioral attitudes, subjective norms, and altruism in shaping consumers’ purchase intention for recycled-cotton fashion products and offer actionable implications for promoting the market diffusion of recycled fashion.

Abstract
I. Introduction
II. Review of Literature
    1. Concept of ethical consumption
    2. Consumption value of recycled-cotton fashionproducts
    3. Behavioral attitudes, subjective norms, and purchaseintention based on the theory of reasoned action
    4. Altruism
III. Research Method
    1. Research hypotheses and research model
    2. Measurement instruments
    3. Methods of data collection and analysis
IV. Results and Discussion
    1. Factor analysis, reliability, and correlation testsof research variables
    2. Multiple-path analysis of the effects ofconsumption value on behavioral attitudes, subjectivenorms, and purchase intention
    3. Testing the moderated mediation effect ofaltruism
V. Conclusion
References

• You Sheng Huang(Ph.D. Candidate, Dept. of Design, Chung-Ang University, Korea) | 황우성 (중앙대학교 디자인학과 패션산업전공 박사수료)
• Woo Bin Kim(Assistant Professor, Dept. of Fashion, Chung-Ang University, Korea) | 김우빈 (중앙대학교 패션전공 조교수) Corresponding author