With the development of technology, e-learning has already become popular. According to the National IT Industry Promotion Agency (2016), the total number of e-learning business owners is 1,639, while the market size is 3.4876 trillion won, meaning that it increased by about 1.5 trillion won compared to the market size of 1.9 trillion in 2008. The utilization rate is 58.7%, which is increasing every year. Currently, college students who are actively using e-learning are Net Generation. The Net Generation means a generation that has encountered and has been using digital since birth (Topscott, 2008). As the Net Generation is familiar with the computer, they can use e-learning services without any difficulty. In addition, according to Kim et al. (2014), college students' computer self-efficacy and the score for e-learning acceptance attitude appeared to be significantly higher Unlike the Net Generation that has been familiar with computers and the Internet since birth, the middle-aged and older generation aged between 40 and 50 is the generation to learn about digital media in order to adapt to the changed age (Lee et al., 2012). Although the middle-aged and older generation is not familiar with the use of the Internet and computers, the proportion of using e-learning by the middle-aged and older generation is increasing recently. In the 50s, the e-learning use rate is only 37%, but it is also the generation that growth rate is highest when compared with last year. Among the reasons for not using the e-learning in the middle-aged and older generation, 'interested but not aware of how to use it' was ranked #1 as 26.9% and 24.9%, respectively. In addition, future intentions to use the e-learning by users who do not use it among the middle-aged and older generation between 40 and 50 were 67.4% and 75.2%, respectively, showing that many non-users had intentions to use the e-learning in the future (National IT Industry Promotion Agency, 2016). This shows that the interest and demand for the e-learning in the middle-aged and older generation is high, but those who are in the generation are having difficulty accessing it. As the current middle-aged and older generation who was born in the baby boomer generation is getting closer to retirement, it has a great interest in preparing for old age. Especially in the aging society like now, the 50s are the ages that distinguish between 'ambiguous middle age' and 'extended old age' and that are the time to prepare for life in old age, and the intention of reemployment of the middle-aged and older generation for the preparation of the later years is gradually increasing. In the case of the middle-aged and older generation who is currently looking for re-first because there is not enough old-age income (Kang, 2016). In addition, subsequent re-employment is mainly done in small micro business, skill-related work, and simple labor. Therefore, there is an increasing demand for the preparation for the re-employment as a civil servant who is available to prepare for his/her old age. However, compared to the younger generations in their 20s and 30s, the middle-aged and older students feel a great deal of difficulty in preparing themselves for the civil service examination because they have not studied for a long time, along with technical difficulties. In terms of the quality of Internet e-learning lecture services, it is expected that there will be differences between the younger generation and the middle-aged and older generation due to technical factors and academic factors. Specifically, adult learners are more mature have more diverse needs and expectations, and before anything else, however, they have a sense of responsibility for home and work compared with regular college students. At the same time, they have a clear desire for learning according to specific goals. It has also been found that there are differences in the level of the use of learning strategies depending on the learners' gender, age, and academic background. Therefore, this study has a purpose of comparing the differences in the e-learning acceptance/satisfaction between the middle-aged and older generation and net generation on the basis of technical factors and academic factors by investigating differences in perception and satisfaction with the e-learning and by analyzing the value satisfaction according to age.

As the usage of smartphones increased rapidly due to the popularization of smart phones, it appears that the average daily usage time of Korean people was 3 hours and 39 minutes, and it was analyzed that the twenties uses 4 hours 41 minutes longer than the average (Jung, 2015). It, also, was found that users mainly use smartphones for receiving information retrieval, social network sites (SNS) activities, listening to music, watching games, and watching videos. In consequence, various contents suitable for smartphones are increasing rapidly. In particular, the number of users who are engaged in SNS activities through smartphones is rapidly increasing and its influence is gradually getting bigger. (Park & Lee, 2012). SNS activities provide content that gives entertainment in a short time and at the same time make consumption regardless of time and space like in subways or cafes, and also stimulate users through visual elements. The content that can be enjoyed in 10 to 15 minutes like snacks, which are easily eaten regardless of time and space, is called 'snack culture'. (Ko, 2015) According to Cheil Worldwide, 2000 media outlets for men and women aged between 13 and 59 living in major cities across the country, the phenomenon of easily consuming short videos, web cartoons, and web novels appeared noticeably. As a result of investigating the main purposes of smartphones, the use of relatively short contents such as SNS has increased (Bae, 2015). SNS provides users with simple contents similar to snacks, and users tend to use SNS as a leisure activity by using these services in 'leisure time' which is the time of their spare time. In this way, as the number of SNS steadily increased, SNS activity has also naturally increased. Consequently, as the SNS market has rocketed among various activities, the e-commerce using it is become popular. This type of consumption activity is called leisure spending (Cho & Do, 2010). Thus, it is necessary to analyze whether consumers view SNS activities as part of their leisure life. Although there are a lot of active consumption activities happening in consequence of using SNS after the spread of smartphones, there is very little research done on the relationship between SNS activity and the leisure life. This study, therefore, intends to conduct in-depth interviews on twenty women in their twenties and thirties who are actively engaged in consumption activities in the SNS market, on the issue of whether they acknowledge SNS activities and consumption behavior in the SNS market as recreational activities. The purposes of this study are as follows: first, to find out the meaning to SNS activities as a leisure activity to female consumers of the twenties and the thirties; second, to explore the approaching process and motivation of leisure life extending to leisure spending; third, to examine the relation between experience of commitment and leisure satisfaction through previous research and in-depth interview In addition, this study is the cornerstone of research on SNS market which is becoming an issue as one new consumption trend and which recognizes consumption activity that happens in the market as leisure consumption in reference to leisure. It is considered to be utilized variously when establishing marketing strategy of fashion companies, which will use image consumption based SNS later.

Recently, as the development of media contents accelerated, auditory-based contents, especially ASMR, has been taking center stage in its field than visual-based contents. They are meaningful in a way that they are alternative contents that suggest a new space and possibility through aural stimulation, getting out from the boundary of excessive visual stimulation of existing media. According to Jang, Park, & Lyou (2016), ASMR is originally the abbreviation of a medical term, ‘Autonomous Sensory Meridian Response’. However in 2010, Jennifer Allen for the first time presented the definition that ‘ASMR is a specific sound that gives pleasure', and recently it is used as a coined word among young people rather than medical terminology (Jang, Park,& Lyou, 2016). Consumers listen to ASMR for stress relief, psychological stabilization, and relaxation through repeated, constant sound triggers (Zhang, 2015). The triggers used in ASMR marketing draw a stronger commitment within the consumers, by accompanying visual stimuli consistent with auditory stimuli (Sim, 2014). As reported by Hong (2017), commitment is a state of sensorial arousal when a person is totally lost in something and among all affective commitment relieves stress and enhances enjoyment; therefore raises quality of life and helps to live a rich life (Hong, 2017). This shows that there is a close relationship between satisfaction and enjoyment about experiences of ASMR content that leads to commitment, and such phenomenon creates a state of immersion that collapses the distinction between consumers’ past, present and future. Throughout the process, consumers meet the chance to recall the familiar sound that they have experienced in the past, and therefore remind of nostalgia on it (Zhang, 2015). Belk (1990), within the view of marketing, referred to the conceptual definition of nostalgia as a kind of longing atmosphere promoted by sensory stimuli such as scene, smell, and music. Zhang (2015) says that one of the important factors that cause nostalgia is sound, and one calls of the past through a specific sound which is an external stimulus – ASMR is included in it. Consumers can acquire prior knowledge of the brand while enjoying ASMR contents, and they can even have indirect experiences without having direct experiences of actually purchasing or wearing products. This helps to inspire the expertise of the product, and also plays a role in shaping positive consumption emotion such as pleasure and sensibility (Yang, 2016). Fashion products, especially, are more sensible than general consumer goods and due to excessive diversity of products, rational and deliberate purchasing rarely happen. Thus, consumers can build positive brand equity through ASMR marketing by learning specialized knowledge about products that could not be obtained from other marketing. In this study, we propose the new compound word ‘ASMR marketing,’ which combines marketing with the definition of ASMR of the coined term. Electronic word of mouth(EWOM) by ASMR marketing is a process in which the consumers communicate about product information and usage in the online community without the intervention of the seller. Through the characteristics of electronic word of mouth and ASMR, it is easy to infiltrate into daily life of the consumers and easily imprint the individuality of the brand to them (Wang, 2015). Although ASMR appears in ads of HeatTech and AIRism of UNIQLO, a fashion brand, ASMR triggers are not used as a background music and narration. In fashion industry, the use of sounds from the production process of fashion products, or the sounds that occur when wearing them, highlights professionalism and stimulates nostalgia by attracting consumers' emotional commitment. In addition, when ASMR marketing is applied to a luxury brand rather than SPA brand, expertise can be emphasized more effectively. ASMR has been spreading like a fashion in recent years, and marketing of ASMR in fashion brands has not yet been researched actively. The purposes of this study are: first, to analyze significant meaning and value of ASMR in auditory sense field in modern days; second, to identify the characteristics of ASMR marketing through emotional commitment and nostalgia; third, to investigate the effect of ASMR marketing on consumers. Although ASMR, therefore, is used only as a mitigation tool in medical field, this study combines media and marketing with ASMR, suggests it as a tool to enhance the profitability and brand equity of fashion brand. This study would help shape the trend of new culture by collaborating ASMR marketing with fashion brand. Furthermore, a cornerstone of related research can be established by presenting a causal relationship that emotional commitment affects nostalgia and brand equity. This study will be able to offer fashion companies diverse ways to establish ASMR marketing strategy.

The advent of Web 3.0 and mobile device is expanding the usage of SNS in terms of response rate and real-time event. SNS advertising is an effective marketing strategy that facilitates productive communication between companies and consumers. With the development of SNS channel, companies, which simultaneously manage hashtag, are increasing. Recently, there is an increase in fashion brands that use hashtag, due to the higher advertising effect, such as consumers’ electronic Word-Of-Mouth (e- WOM). However, despite the increasing importance of hashtag and SNS advertising, only few of previous studies have been conducted. There is a need for in-depth research on advertising attributes that cause the practical view of marketing strategies for fashion brands. This study aims to extract keywords of SPA brands by marketing activities, also as kwon as 4Ps (Product/Place/Promotion/Price) and examine the effects of these attributes on advertising value and advertising effect. In order to achieve objective of this study, a preliminary study and main survey were conducted respectively. In preliminary study, keywords related to marketing activities of SPA brands through social big data and in-depth interview. In main survey, the effects of hashtag and marketing activities on informativeness, enjoyment, interactivity, attitude towards advertising and e-WOM were analyzed. An experimental model of 2 (hashtag/no hashtag) x 4 (product/place/promotion/price) is designed. A total of 782 males and females in 20’s and 30’s are surveyed online and their responses are ranked on a 7-point Likert scale. These results are analyzed using SPSS 21.0, combined with a two-way ANOVA and a multiple regression. Preliminary study reveals that consumer-based keywords are mainly derived accordingly to marketing activities. Most keywords are held with the goals of reviews of products and comments of reasonable price. Eight types of SNS advertisements by SPA brands are used as a stimulus to quantitatively verify the effectiveness of SNS advertising. The results unveil the following. First, hashtag has a significant effect on advertising value and advertising effect. Second, there is an interaction between marketing activities and the hashtag. In addition, results show that the advertising value and advertising effect are significantly different according to various types of SNS fashion marketing, broadening the scope of existing research studies that merely focus on the impact of SNS in the marketing environment. Third, advertising value and interactivity affect advertising effectiveness. It is also confirmed that informativeness, enjoyment, and interactivity have a positive impact on advertising. This study provides an important resource for SNS advertising by examining the effect of hashtag and marketing activities, especially focusing on SPA brands. Moreover, it is expected to make a significant contribution to provide practical implications for companies to achieve positive brand image and effective e-WOM.

With the diffusion of smart-phones and mobile equipment, as well as the emergence of consumption patterns like showrooming and reverse showrooming, not only online shopping, but also offline stores are becoming important. For this reason, a multichannel which simultaneously runs both offline and online channels is getting the spotlight. A multichannel means a series of activities related to selling goods and services to consumers via more than one channel (Levy & Weitz, 2011). To adapt to this change of the retail environment, the Dongdaemun market, the source of Korean mass fashion, is introducing a multichannel to manage online and offline channels together. ‘Style Nanda’, based on Dongdaemun, is a representative branding case. Having starting with an online shopping mall, ‘Style Nanda’ is now running offline stores and is planning to enter overseas markets. Another example is that of Roompacker which has grown up from an offline store in the Dongdaemun Doota Shopping Mall launched in 2005 and is now emerging as the online and offline powerful actor in the market. As mentioned above, Dongdaemun fashion market-based brands are competitive when they have a multichannel to simultaneously run offline channels, online, and mobile channels. The existing Dongdaemun fashion market-related research has been limited to the analysis of Dongdaemun market’s structural characteristics or the consumer perception of the shopping conditions (Hong & Lee, 2007; Choi & Choo, 2005). Also, most multi-channel studies have focused on the consumer perceptions depending on the channel characteristics; therefore, the studies that measured consumer responses depending on the brand characteristics are very scarce. With the change in the retail environment and the increase in the necessity of revitalizing Dongdaemun commercial districts, a study on the multi-channel properties of the Dongdaemun brands would provide many useful implications. In this context, this research aims to analyze the characteristics of the Dongdaemun market, which is offline-optimized, as well as the utilities and attributes of multichannel shopping services of Dongdaemun fashion brands. Our second aim is to provide implications for marketing. In particular, this research is focused on the effects of these attributes on value equity, relationship equity, and brand equity which are customer equity drivers of Dongdaemun fashion brand consumers. Furthermore, this research explores the effects of customer equity drivers on customer satisfaction and purchase intention. A total of 200 samples were collected to examine the effects on customer equity drivers of Dongdaemun multichannel attributions by consumers in Dongdaemun Fashion Market. The collected data were then analyzed statistically (exploratory factor analysis, reliability analysis, and descriptive statistics) with SPSS 21.0. Furthermore, AMOS 18.0 was used for confirmatory factor analysis and multiple group analysis. The results of this research will serve as a foundation for a distribution channel research to measure the characteristics of Dongdaemun and customer equity regarding a multichannel. They will also be practically helpful in establishing a strategy to introduce a multichannel of offline-centered brands.

Nowadays, Korean culture affects fashion cultural industry. Furthermore, art and fashion collaborate considerably more now than in the past. Korean fashion experts and fashion cultural industry have mainly focused on global tourists. Fashion cultural products that promote the image of Korea synthesize both traditional and contemporary traits of the Korean culture (Cho, 2007), which reflects cultural and economic values. Hallyu, which means ‘Korean Wave’, has been a popular trend of Korean cultural contents on the global market. The target market of the contemporary Korean fashion clothing has mostly targeted global tourists. However, traditional products dominate over a few contemporary products on the Korean cultural product market. This study focuses on the contemporary Korean fashion clothing that are designed and reinterpreted in our times. When these designs become available on the market, they can excite more interest both in the fashion industry and among the consumers. This will help highlight the importance and potential of the present-day Korean cultural products. The purpose of the study is to figure out effects of contemporary Korean fashion clothing attributes on consumer response and consumer behavior. Contemporary Korean fashion clothing attributes are divided to Korean culture, fashion/practicality, creativity/uniqueness and design/aesthetic traits. Consumer response is to see the affective and cognitive response. Also, consumer behavior is to see preference and purchase intention. In the study, the data was used to conduct exploratory factor analysis and reliability analysis with SPSS, 21.0 and Amos 18.0 was used to conduct confirmatory factor analysis and structural equation modeling for testing the hypotheses. The results revealed fashion/practicality, creativity/unique attributes had positive effect on affective response and creativity/unique, design/aesthetic attributes had positive effect on the cognitive response. In addition, affective and cognitive response had positive effect on preference but only affective response had positive effect on purchase intention. Lastly, preference had positive effect on the purchase intention. The implications of this study would stimulate the expansion and further development of the Korean contemporary design market. However, as a limitation of research, limited category of product was used so more various kinds of fashion category can be used for the future research.

In a period of crisis and uncertainty as the current, heritage marketing is a suitable strategic opportunity because it associates values and meanings to products and services by using corporate heritage or brand heritage in order to communicate identity, continuity and stability. Heritage marketing seems particularly appropriate for high symbolic fashion brand that require the ability to transmit identity and to generate symbolic meanings. In relation to high symbolic fashion brand, an opportunity for heritage marketing strategies is to narrate the myths associated with the brand. In fact, literature has highlighted that fashion brand can be associate to the concept of myth thanks to the presence of symbolic values and meanings. Heritage and myth are concepts linked to time and progression. Therefore, they should continually innovate and evolve in relation to the community of reference in order to find a balance between continuity and renewal. However, a risk of heritage marketing strategies is to merely celebrating the past thus losing the ability to generate and regenerate myths and symbolic values. This paper aims to provide a critical contribution to heritage marketing literature highlighting the risk of obsessive fixation in the celebration of the past. In order to avoid this risk, the paper proposes that a possible solution might be the integration of mythopoesis which is the ability to generate and regenerate myths in order to create and perpetuate sense and meaning through narrative.

3D printing technology, also called the third manufacturing revolution, dramatically changes and revolutionizes the original frame, shifting production processes, supply chains, and the global economic order (Yeh, 2014). The World Economic Forum (2013) selected 3D printing as one of '10 promising technologies'. U.S. President Barack Obama, states in the State of the Union address in 2013: "I will bring a revolution of new manufacturing business on the support of technology of 3D printing". Furthermore, G2 (Group of 2: US and China), China expressed their commitment to invest in the 3D printing technology to restructure the manufacturing industry (Garrett, 2014). By considering its immense economic and creative potential, it is important to understand the effects of 3D printing on the fashion industry. Therefore, the main purpose of this study is (1) to examine the application of 3D printing in fashion industry and (2) to analyze the way it changes the fashion industry. In this study, information from various sources was used, such as governmental market reports, academic literature, newspaper articles, and related other materials. Through analyzing the change of the fashion industry, this research found that technical characteristics of 3D printing were more suitable for customized items that produced in small quantity rather than for the mass market. In addition, 3D printing will change the ‘global operating environment’ for policy makers as well as with regards to business and labor conditions. Governments have to consider the possible risks and problems of 3D printing, ranging from design copyright, security concerns about printing of weapons, and other destructive issues This study indicates how 3D printing technology changes the structure of the apparel industry and the preparation of future changes. The findings will help to understand the effects of 3D printing on the fashion industry and provide a guideline to policy makers to develop a governmental policy. These implications will be useful to both the government and apparel companies. Future research of 3D printing should include quantitative research concerning the attitude and acceptance of fashion consumers on 3D printing technology.

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, customer-media participation did not indicate the same results. In order to build trust through participation, brands need to provide an inviting environment for customers to post comments and share information. Furthermore, marketing strategies, such as offering events and coupons to stimulate E-WOM activities of customers as well as creating a space for open communication are vital to building trust. Sixth, customer-media participation was positively associated with customer equity. Unlike customer-customer and customer-brand participation which requires constant physical effort of the customer, customer-media participation demands considerably less time and effort apart from the initial stages during which customization process is undergone to receive tailored information with just one click. Therefore, establishing convenient and practical system that targets the Y-generation in their 20s and 30s is emphasized in order to maintain a long-term relationship. Seventh, trust is positively associated with customer equity. Building trust is based on interactivity among people. This study found that customer-customer participation and customer-brand participation influence customer equity through trust, while customer-media participation leads to customer equity without being mediated by trust. Therefore, all three types of participation are equally important to customer equity. Eighth, brand type was a meaningful moderator to the relationship between SNS service shopping context, SNS service user orientation, participation motivation, customer social participation, trust, and customer equity. To summarize, the type of participation to encourage is based on the brand type, and as customers may have different expectations according to the brand, it is important to understand their orientations and provide customized information or an open space for communication. In addition, participation behavior has a strong potential to influence customer equity, but depending on the type of participation, trust may not necessarily positively influence customer equity. Therefore, it is recommended that brands offer credible and sincere information that customers can trust and follow. The significance of this study is that it is one of the first studies to examine customer participation in a social media environment. At a point in time where customers’ value creation is attracting increased attention, this study empirically revealed that customer-media relationship, which enables customer-customer and customer-brand participation on SNS, is also within the bounds of participation. Furthermore, this study identified the importance of relational marketing approach to brand and customer through customer social participation. By applying the concept of customer equity, which is in its fledgling stage in the area of consumer fashion marketing, it offers a basis for future research on long-term relationship building with firms The limitations of the study and suggestions for future research are discussed below. The sample of the study consisted of Koreans between the ages of 20 to 30. The limitation in the sample is inadequate to generalize the findings, and therefore, a comparative study with broader sample across culture and age is necessary. Moreover, this study observed customer participation on SNS environment. However, as there was a lack of preceding literature in this area, the measurement scales were revised and supplemented to fit the purpose of this study. The measurement instrument, therefore, needs to be further applied with different antecedents and consequences in subsequent research. Finally, due to the lack of previous literature on customer participation in SNS environment, the theoretical basis of the relationship between the variables lacked solidity. This study adapted a part of a theoretical framework to fit the context of the study to come up with the hypothesized relationship between the variables. Therefore, it is suggested that future research works toward developing and strengthening the theoretical framework of customer social participation.

The importance of sustainability is dramatically devoted in fashion industry because the fashion cycle period has been accelerated by fast trend changes. In the past 10 years, fashion companies were trying to meet consumer demands by mass production and quick response. However, due to the low price, consumers are taking low value to products which lead to tremendous amount of clothing waste. This fashion market movement caused social, environmental and economic issues. Therefore, we need to seek for apposite solutions by researchers and practitioners. The traditional educational efforts and approach did not apply to transformative action (Frisk, Larson, 2011). In order to diffuse sustainable knowledge and promote the sustainable behavior, a proper education system has to be developed. According to our pilot study, it shows that the respondents do not have basic knowledge of sustainability or they know the sustainability but it does neither directly nor indirectly impacts to consumer purchase intention and action. A method of this study is focusing on age group 20’s to 30’s because these age groups are the main consumers for the mass production fashion goods and received sustainable education in traditional academic institutions. This study tested a method that can fill the gap between attitude and action by classifying various types of knowledge and find out which knowledge type is the most applicable for fashion industry. The purpose of this study is to provide efficient ways and types to deliver sustainable knowledge which academic institutions and companies can apply. This study presents the results of the role of knowledge in attitude and purchase decision-making in sustainable fashion. Sustainability knowledge captures a broad scope that covers environmental, social and economic perspectives, but with regards to the fashion industry, environmental concern is focused the most. The study results reflects that the proper way of educating potential and existing fashion consumer will help the academic institution and fashion companies to reallocate their sustainable strategy to all three scopes of sustainability (Miller et al., 2011). More of academic institutions and fashion companies are participating to sustainable issues; it will raise the sustainable awareness, which will leads to diffusion of sustainable knowledge and green fashion trends.