This study examine differences in consumers’ knowledge of environmentally sustainable materials based on prior purchase experience with eco-friendly fashion products. Furthermore, it explores how this experience relates to variations in attitudes toward eco-friendly products, subjective norms, and purchase intention. For this study, an online survey was conducted using quota sampling based on gender and age group (20, 30, 40s). The collected data were analyzed using descriptive statistics and t-tests. Among the respondents, 221 had prior experience purchasing eco-friendly fashion products (i.e., purchasers), while 192 did not (i.e., non-purchasers). In results, purchasers demonstrated significantly greater awareness that products made from organic cashmere, organic hemp, recycled polyester, recycled nylon, recycled cotton, alternative leather, alternative fur, zero-waste materials, and biodegradable materials qualify as environmentally friendly. However, organic cotton was widely recognized as environmentally friendly by both groups, resulting in no significant difference in purchase intention for this material. Additionally, purchasers prioritized material composition, production methods, and environmental impact more than non-purchasers when deciding to purchase eco-friendly. Purchasers also exhibited more favorable attitudes, higher subjective norms, and stronger purchase intentions toward eco-friendly fashion products than did non-purchasers. These findings offer valuable insights for developing targeted educational and marketing strategies for eco-friendly fashion products, tailored to consumers’ varying levels of purchase experience and environmental awareness.

Abstract
Ⅰ. Introduction
Ⅱ. Review of Literature
    1. Eco-friendly fashion products
    2. Knowledge of eco-friendly fashion products
    3. Attitude and purchase intention of eco-friendlyfashion products
Ⅲ. Research Method
    1. Data collection and analysis
    2. Characteristics of respondents
Ⅳ. Results and Discussion
    1. Eco-friendly fashion products
    2. Attitude, subjective norms, and purchaseintention of EFP
Ⅴ. Conclusion
References

• Eunah Yoh(Professor, Dept. of Fashion Marketing, Keimyung University, Korea) | 여은아 (계명대학교 패션마케팅학과 교수)
• Mi-Hwa Choi(Adjunct Professor, Dept. of Fashion Marketing, Keimyung University, Korea) | 최미화 (계명대학교 패션마케팅학과 겸임교수) Corresponding author