In recent years, companies, consumers, and society have increasingly committed to actions aimed at protecting the environment. Thus, environmental activity has become central to companies’ strategies. Apparel is becoming a disposable product, resulting in a sharp consumption increase (Hwang et al., 2016). The fast growing rates of apparel products consumption and waste lead to an environmental crisis. Smaller brands as well as many multinational companies, including large chains started selling clothes made of ecological fiber. According to the Ethical Fashion Forum, green fashion refers “represents an approach to the design, sourcing and manufacture of apparel which maximizes benefits to people and communities while minimizing impact on the environment.” (Cervellon & Wernerfelt, 2012). The purpose of this research is to analyze the relationship between perceived effectiveness of green products, attitude toward advertising, brand attitude, purchase intention and green behavior intention and to identify how claim specificity types, cognitive style and sustainable involvement influence on the relationship between variables.

In 2015, the size of China’s cross-border shopping market was 97.3 billion dollars. The market increased by 63% during the last 5 years (Mun, 2016), and is expected to rise to 220 billion dollars by the year 2020. According to the e-commerce export trends of the Korea customs administration, in August 2015, the largest exporter was China (42%) and the largest export was clothing (52%) (Song, 2016). Accordingly, Korean corporations and brands are focusing on Haitao (海淘族, who enjoy cross-border online shopping) and proceeding to build customized websites and mobile platforms. Even though China's cross-border shopping is consistently growing, insufficient information is available to Chinese consumers. Hence, this research study is based on the theory of planned behavior (TPB) and analyzes the factors that influence the behavior of Chinese consumers in cross-border shopping the theory of planned behavior (TPB). The objective of this research is to identify how shopping values, subjective norms, attitudes, and perceived behavior controls influence the behavioral intention of Chinese consumers toward cross-border shopping. The respondents of this study were 20 to 30-year-old Chinese who live in first and second-tier cities in China, and have experienced cross-border shopping. Samples were collected through an online survey website, Sojump (问卷星), and 205 valid questionnaire responses were received. Reliability analysis, factor analysis and SEM (Structural Equation Modeling) were used to validate the measurement model and test the hypotheses with SPSS 21.0 and AMOS 18.0. The findings reveal that the utilitarian values and perceived behavioral controls of Chinese consumers have a positive effect on their attitudes toward cross-border shopping. Furthermore, their behavioral intentions were affected by their attitudes, and their perceived behavioral controls in cross-border shopping excluded subjective norms. The results of the study have implications for Korean fashion retailers who plan to exploit Chinese markets and for the formation of a theoretical basis for cross-border shopping.