With the development of industry, environmental deterioration has become a global problem. Not only national policies on environmental issues should be strengthen but also environmental consciousness of corporate and consumers should be changed. In particular, corporate should strive to develop and improve green products for sustainable development. Green advertising is one of an efficient marketing tools to sell the green product. The important role of green advertising is to awaken necessity of green product and to imprint green brand image consumer`s mind. Green advertising influencing consumer attitude plays a useful role of green purchase behavior. This study explores dynamic relationships among personal uses of green advertising, attitude toward product, and purchase behavior for green products. The purpose of research is how personal uses of green advertising effects on attitude toward green products and green purchase behavior. Consumers are exposed to a large number of advertisings so that it is important to investigate how much they trust green advertising and what aspect of green advertising affects green purchase behavior. This study tries to contribute useful insights to practitioners who need a more effective communication strategy of green advertising.

This research was conducted in order to examine the influence of corporate reputation in terms of as an employer towards both brand reputation and customer purchase decisions represented by brand perception, purchase frequency and category of items purchased. In this study, customers’ perception of the brand was also explored to identify the core blocks that form customers’ perception of the brand. The results indicate that corporate reputation did not have a strong influence on brand reputation, as customers viewed them as separate entities. Customers tended to form their brand perception based on the product features as opposed to the corporate reputation. In terms of purchase decision, the results showed that they were made and driven based on the customers’ brand perception with category of items purchased reflecting aspects of the brand perception. The study demonstrates that customers’ awareness of the corporate reputation does not affect purchase behavior, while brand perception is hardly impacted by the awareness of corporate reputation based on a survey focusing on a renowned domestic fashion-clothing retailer conducted among Japanese shoppers. Reputation is formed from a synthesis of the perception, opinions and attitudes of an organization’s stakeholders including employees, customers and community (Post and Griffin, 1997). It basically is a perceptual representation of a company’s past actions and future prospects that describe the firm’s appeal to all of its key constituents (Fombrun, 1966). Corporate reputations and brands are important assets in enabling organizations to exploit opportunities and mitigate threats (Argenti and Druckenmiller, 2004). A favourable reputation correlates with superior overall returns (Robert and Dowling, 1997; Vergin and Qoronfleh, 1998) as it encourages investments from shareholders, attracts good staff and retains customers (Markham, 1972). While corporate reputation is a stakeholder’s perception and evaluation of the organization over an extended period of time, corporate brands involve the organization’s efforts and initiatives in the form of corporate expression. Literature states that corporate brand comprises of two aspects: first corporate expression, which covers all mechanisms employed by the organization to express its identity and second, stakeholder images that are formed from interaction and experience with the brand (Abratt and Kleyn, 2011). Consumers judge brands based on trust that is developed from the way consumers view brand reputation, brand competence and brand constituent (Lau and Lee, 1999). The intricate relationship between reputation and brands leads to the heart of the study whether both are positively correlated, where the more positive the reputation, the stronger the brand is. In the fashion industry, labels play an important role hence among other aspects this study covers an interesting point where it looks at a fashion brand that has a fairly bad reputation and examines the extent of which the reputation is able to influence the brand perception as well as the customers’ purchase decisions.

Expensive handbags, in particular, luxury designer handbags are incredibly popular among fashionable women. This is why many fashion houses such as Chanel and Hermes offer handbags as another product line as part of their accessories category (Juggessur, 2011). Some retailers claim that owning a luxury designer handbag worth more than £1,000 can make financial sense to middle-class women, who may not spend as much on clothing, but view an expensive luxury designer handbag as an investment piece which can be used every day, adding a touch of glamour (Juggessur, 2011). The global handbag market encompasses exceedingly dynamic players and an expanding consumer base, which is expected to flourish due to increasing demand from emerging markets and strong performances by the international luxury brands (Digital Luxury Group, 2013). The top 10 markets for luxury handbags, collectively gathered over 120 million online searches, demonstrating substantial global demand for the world’s most covetable luxury items (Digital Luxury Group, 2013) (see Figure 1) . Figure 1: demand of luxury handbag globally (Digital Luxury Group, 2013) The country subjects are UK and Indonesia. Despite the fact that both of Indonesia and UK are reflected as positive luxury market (Digital Luxury Group, 2013; Euromonitor, 2014), both of the countries have differences which may lead to different motivation of luxury purchase. Indonesia is emerging market, while UK is a mature market. The rise of emerging market makes difference. Back then, individualist country is more refer to western developed countries, while collectivistic country is refer to eastern developing countries (Hofstede, 2011; Shukla, 2012). Nowadays, emerging countries are catching up with developed countries (Nielsen, 2013). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). For example, according to Bain and Company (2012), 85 per cent of all luxury stores will be opening in emerging markets over the coming decade. Moreover, recent studies highlight the significantly strong influence of the materialism trait with luxury consumption in emerging markets (Lertwannawit and Mandhachitara, 2011; Podoshen et al., 2011). As predicted by BCG (2010), in 2015, emerging-market cities will account for around 20 per cent which is $2.6 trillion of the total global consumption of clothing and house as a priority of future expenditures. The key consumer base for luxury goods has long since left Europe, moving West to the United States, but also East to the Gulf States and Asia, and South to Latin America, particularly Brazil (Business of Fashion, 2014). Luxury companies are no longer focusing for mature market. However, luxury goods enable consumers to satisfy their material as well as socio-psychological needs to a greater degree than regular goods (Vigneron and Johnson, 2004; Wiedmann et al., 2009). Luxury brands are one of the most profitable and fastest-growing brand segments, yet at the same time, the social influences associated with luxury brands are poorly understood and under investigated (Shukla, 2010; Wiedmann et al., 2009; Tynan et al., 2010). Increasing exposure to global media and the depiction of western lifestyles in local media seem to have increased the desire for high-quality goods and services among consumers in emerging markets (Belk, 1999). With regards to luxury products and services, studying the consumption patterns in emerging markets is particularly important due to the phenomenal growth of luxury consumption among consumers in these markets (Shukla, 2012). From those passages, it can be inferred that emerging market countries are the targets of luxury brand companies to invest in the market. Culture is changing: The rise of Emerging Market As previously discussed in the second chapter, when the political, societal, and economic environments change, people's cultural values also change. Thus, many cultural theories should be updated and re-evaluated periodically. Hence, Wu (2006) said that Individualistic vs. Collectivistic Dimension theory is no longer applicable. Additionally Saiq et al. (2014) said that Hofstede’s Individualistic Dimension work is too old and can’t be effectively implemented in the era of rapidly changing environment, convergence and globalization. The arguments by Wu (2006) and Saiq et al. (2013) is supporting Bian and Forsythe (2012) which argue that culture is changing as a consequence of the increasingly global economy especially in emerging market, converging in the direction of greater individualism. As a result, collectivist societies might adopt some individualistic elements, but this would not change their societal identity or their social label as a collective society (Bian and Forsythe, 2012). The contrasts between few contemporary studies of luxury value perception in Individualistic vs. Collectivistic Country (Bian Forsythe; 2012, Li et al, 2012; Shukla and Purani, 2012) (see Table 1) are leading to confusion in understanding value perception on luxury purchase between individualistic country vs. collectivistic country. For an instance, according to Li et al. (2012), a collectivistic country (China) has high consideration of functional value dimension for luxury purchase, but according to Shukla and Purani (2012), a collectivistic country (India) has low consideration of functional value perception for luxury purchase. Another example, according to Bian and Forsythe (2012), an individualistic county (US) consider high personal and social value dimension for luxury purchase, but according to Shukla and Purani (2012), individualistic country (UK) consider low personal and social value dimension on the luxury purchase. The study results were supporting a statement of Shukla (2012) that culture is not static and it keeps changing Table 1: The contrast between study results about value perception across culture Impact on the Future Brand Strategy Consumer value plays as critical role at the heart of all marketing movement and hence undoubtedly deserves attention of every consumer scholars (Holbrook, 1999) especially, in the next decade, customer is predicted as the key orientation of luxury business (BCG Report, 2014) (see Figure 2). The current crisis in luxury marketing area is encouraging companies to look more deeply into the links between consumers and luxury brands (Godey et al., 2013). Consumption of luxury products is based on two main reasons: the purchase for one’s self, for pleasure and purchase as a symbol of success (Godey et al., 2013). Nevertheless, whatever the perspective chosen, the brand remains the main vehicle for connecting with the consumer (Godey et al., 2013).To understand the right brand strategy, the purpose of this study is to identify the constructs of perceived peer communication in social media activities of luxury fashion brands, and to evaluate the influence of those activities on purchase intention in the UK and Indonesia. This research will propose a strategy to enhance brands' performance by defining specific factors relating to purchase intention. Moreover, the findings will enable luxury brands to forecast customer purchasing behaviour. The full conceptual model of this study can be found on Figure 2. Figure 2: The conceptual model of the study Methodology Steenkamp and Baumgartner (1998) suggest using a structural equation modelling approach for cross-culture study. SEM analysis has been successfully applied by many scholars to measure luxury value perception (Bian & Forysthe, 2012; Shukla, 2012; Casidy, 2012; Monkhouse et al., 2013; Hennigs et al., 2013). The structural equation design of this study is illustrated on Figure 3. The method of self-completion questionnaire allows for a greater geographical coverage than face-to-face interviews without incurring the additional costs of time and travel and they are particularly useful when carrying out research with geographically dispersed populations (Seale, 2012). Self-completed questionnaires were distributed to thirty students with snowball sampling by online survey to each country (UK and Indonesia) and twenty valid samples were utilised from each country. Criterion sampling strategy reviews all cases that meet predetermined criteria (Patton, 2002). Both criterion and snowball sampling techniques were components of a purposeful sampling strategy designed to identify participants with this criteria: A. Originally from and live in Indonesia or originally from and live in the UK. B. Having experience in purchasing at least one of luxury handbag. Figure 3: The structural equation design of the study Result There are significant differences of value perception on luxury handbag between Indonesian consumers and UK consumers. Indonesian consumers are highly influenced by Social Value Perception while British consumers are less influenced by Social Value Perception when buying luxury handbags. British luxury handbag consumers are more focusing on the Functional Value Perception which is not much considered by Indonesian consumers. However, consumers from both countries are highly influenced by Personal Value Perception.

This paper identifies the key antecedents and moderators with regard to brand attitude and purchase intention of luxury brands. The findings suggest that is a strong importance of status seeking, as well as informational influences towards consumer brand attitude of luxury brands for both subtle and prominent brands. In addition, the moderating results indicate that consumer need for subtle branding only moderated the relationship between informational influences and consumers band attitude for subtly branded luxury products.

With limited intellectual property protection of fashion products, copying is a pervasive trade practice in the US fashion industry. Fashion majored undergraduates’ evaluative judgment on similar fashion products, their future intentions to purchase copied products and to copy others’ design were examined. Evaluative judgment significantly related to retail work experiences.

The purpose of this study is to identify mobile commerce characteristics and their influence on consumer’s purchase intention in mobile fashion shopping mall. To figure out the path of influence, TAM (Technology Acceptance Model) was applied. This model explained attitudes and behaviors of users toward acceptance of innovation technology like information technology. Davis (1989) proposed perceived ease of use (PEOU) and perceived usefulness (PU) as belief variables affected attitudes of users and the attitudes in turn affected the intention of acceptance in acceptance of information technology. However it is necessary to incorporate additional constructs to the original model in the quest for increased predictive power to explain consumer’s purchase intention (PI) in mobile shopping mall. Clarke (2001) suggested constructs of mobile commerce characteristics as ubiquity, convenience, localization, personalization and so on differentiated from internet commerce. Therefore, ubiquity, personalization and enjoyment were included as external variables to explain mobile commerce characteristics besides PEOU and PU in this study. 436 adults in their twenties and thirties which were included in panels of specialized Internet research institutions nationwide were answered on questionnaires about mobile commerce characteristics, PEOU, PU, PI (Purchase Intention) and demographics. Structural equation model was made to examine the entire pattern of inter-correlations among the constructs and the hypothesis of each path was verified using AMOS 16.0 package. As a result, the fitness of the extended TAM to explain the influence of mobile commerce characteristics on consumer’s purchase intention in mobile fashion shopping mall was proven.

The newly developed green fashion product, Eco-friendly Faux Leather Apparel (E-FLA) helps minimize harmful environmental impact with a low carbon footprint utilizing the progression of Bio-based Polyurethane and Nanocellulose technique. This study investigates green product purchase intentions along with the best available socio-psychological determinants and product criteria of the consumer green product adoption that can assist to launch E-FLA products in both western (England and the US) and eastern (China and South Korea) marketplaces. A total of 1,202 female respondents between the ages of 20 and 50 from England (N=297), the US (N=305), China (N=300), and Korea (N=300) completed the online survey. ANOVA indicated significant difference in consumers’ socio-psychological characteristics (consumption values, ethical consumption beliefs, self-satisfaction of ethical consumption, perceived consumer effectiveness, and environmental knowledge) and product criteria (product attributes of E-FLA) across four countries. Purchase intention and willingness to pay a premium for E-FLA products were shown differently across four countries. Multiple regression analysis results demonstrated differences in consumers’ socio-psychological and product criteria determinants for the purchase intention of E-FLA products across countries. Evidence suggests that differentiated marketing strategies for E-FLA products are required when targeting global consumers. Practical implications and theoretical suggestions to understand consumer sustainable consumption attitudes are proposed.

Padded outers (jackets, jumpers or coats) are a popular and “must have” item for cold weather because they provide light weight warmth and good style. This study investigates Korean female’ attitudes and factors on purchase decisions for luxury padding outers by level of involvement. A total of 287 female respondents participated in the survey with data obtained using a random sampling method from on and off line respondents aged20’sto40’sinthe Seoul and Gyeonggi area. The study was based on the Maslow’s Hierarchy of needs and Zaichkowsky’s concept. Respondents were asked to indicate their degree of agreement on a 5 point Likert scaled that measured involvement, attitudes, and decision purchased factors. Factor analysis, cluster analysis, correlation and T test were conducted. A factor analysis on 9 needs/motivation measures about padded outer products indicated two factors of a motivation factor and physiological factor for “expectations to have a more positive outcome”. Involvement related to 10 measures about padded outer products indicated two factors of “personality/desires” and “interest/value”. In addition, two other factors were extracted in attitude measure variables of “positive attitudes” and “negative attitudes” towards premium outers. We realized that “expectations to have a more positive outcome” motivation influenced positive attitudes more than “physiological” motivation about premium padded outers. “Personality” involvement factor correlated highly with “positive” attitude factor towards exclusive padded outers (Pearson r=0.766), while the “interest” involvement factor correlated slightly. We can interpret individuals are very positive towards premium products if someone has expectancy to achieve desirable outcomes and wants to express personality. Clustering from involvement measures based on needs, values and interests were classified into two groups. There was a significant difference in the respondents’ purchase decision factors between two segments based on the levels of involvement (p<0.001). The high product involvement group was brand and country of origin conscious, material conscious, trend sensitive, luxury image seeking, and less padding outer price conscious. The low product involvement group was more color conscious in purchases. The findings imply that different marketing approaches are recommended to target each segment in the outer clothing markets.

Generation X and baby boomers represent a significant group that are willing to spend. According to the American Express Open Forum (2013), baby boomers in America between the age 49 and 65 are more in favor of spending than any other consumer group. The Hyundai Research Institute (2015) stated that the market size for baby boomers will increase over 18% annually in Korea. Equally important is generation X, because this group is also reaching a high-earning stage of their lives (Luxury Daily, 2011). Further, they are predicted to take the place of baby boomers as a cash cow for marketers (American Express Open Forum, 2014).This lucrative demographic of baby boomers and generation X is a potential gold mine. Despite the fact that these groups are showing such interest in spending, brands and retailers are not giving them the same amount of attention. While more middle-aged women want to dress more youthfully, retailers and brands are not evolving their products at the same pace (USA Today, 2008). They are finding it difficult to find a solution to meet the needs of this aging but youthful group (USA Today, 2008). Brands such as Chico’s and Ann Taylor are not providing the styles that the women want, so boomers turn to younger brands such as Abercrombie & Fitch, H&M, and Forever 21 (Forbes, 2008). But the younger brands are not satiating their needs, either (Forbes, 2008). While the boomers and generation X are harnessing fashion economic control, the players in the market are lagging behind. To understand what the market must do to meet the apparel needs of baby boomers and generation X, it is pivotal to delve into how they feel about their age and how it affects the factors that influence their purchasing. According to Schiffman and Sherman (1991), aging is more of a state of mind than a physical state. Understanding older consumers through cognitive age (self-perceived age) has been done by many researchers (Sudbury & Simcock, 2009; Szmigin & Carrigan, 2012). Cognitive age indicates how older people view themselves in the context of aging. Barak and Schiffman (1981) stated that elderly respondents identified themselves as a younger age group when they were asked about their age-related feelings and actions. Equally important is understanding how cognitive age affects the physical self, which in this study, is body cathexis. Body cathexis, according to Labat and DeLong (1990), is “the evaluative dimension of body image and is defined as a positive and negative feeling towards one’s body.” While women may feel younger than they actually are, the body is inevitably aging. As Jang and Yoo (2011) reported after studying Korean women in their 40s and 50s, the correlation between cognitive ages and ideal body images were significant, and the younger they feel, the younger body images they desired. In addition, the physical self highly influences a person’s choice of clothing and how they perceive clothing in general (Kwon & Parham, 1994). When clothing is used in a positive manner, it can boost one’s self-confidence (Alexander, Connell, & Presly, 2005). It is also thought to be an extension of the physical self (Horn & Gurel, 1981). By understanding what middle-aged women seek when buying clothes, we can assume how satisfied they are about their body. Thus, the clothing benefits items and purchasing behavior of middle-aged women would most likely reflect the function of their clothing and how they perceive themselves.

In the fashion industry, designers and researchers have proposed various sustainable fashion products (i.e., sustainability in product development), and retailers have also created many sustainable business practices (i.e., sustainability in distribution). However, according to the previous researches, even though the industry have offered a variety of sustainable designs and retail offers, consumers did not show a positive purchase behavior on the sustainable products. Currently, the gap exists between industry offers for sustainability and consumers’ expectation/acceptance of those offers. This result supports that there are other aspects than environmental protection aspect of the sustainable fashion products that need to be improved and/or be emphasized on to make consumers feel confident in purchasing. To examine consumers’ purchase behavior changes on sustainable fashion products, this study will measure consumers’ equity of sustainability on existing sustainable fashion products with three criteria of sustainable designs proposed by Day and Townsend (1993), which are socially equitable, economically viable, and environmentally benign. Then, consumers’ purchase intention for sustainable fashion products will be measured. The result will show the sustainable fashion product types that currently satisfy consumers so that the industry can concentrate on and develop the types further. In addition, this study will explore the impact of well-known brand names and cause-related marketing whether they would improve consumers’ purchase intention towards sustainable fashion products. No research has studied these two variables for sustainable fashion products as well as the equity of sustainability. Finally, different benefit sought groups will be tested whether they show different acceptance/preference and impact of brand names and cause-related marketing on the sustainable fashion products so that companies can set the appropriate strategies based on their target market’s benefit sought. PROPOSED MODEL AND HYPOTHESES Based on previous researches, the authors propose a new model shown in the figure 1, and the hypotheses are developed based on the model. H1. Significant differences in equity of sustainability, purchase intention before and after cause-related marketing and the relationships in the model. H1-1. Consumers will differently evaluate equity of sustainability of each sustainable fashion product type. H1-2. Consumers will have different purchase intention on each sustainable fashion product type. H1-3. Consumers will have different purchase intention on each sustainable fashion product type after cause-related marketing. H1-4. Equity of sustainability will significantly influence on purchase intention in all sustainable fashion product types. H1-5. Cause-related marketing will significantly improve purchase intention in all sustainable fashion product types. H2. Significantly different results in H1 between benefit sought groups. H2-1. Benefit sought groups will have significantly different equity of sustainability on all sustainable fashion product types. H2-2. Benefit sought groups will have significantly different purchase intention on all sustainable fashion product types. H2-3. Benefit sought groups will have significantly different purchase intention on all sustainable fashion product types after cause-related marketing. H2-4. Benefit sought groups will show a different relationship between equity of sustainability and purchase intention in all sustainable fashion product types. H2-5. Benefit sought groups will show a different influence of cause-related marketing on purchase intention in all sustainable fashion product types. H3. Significantly different results in H1 after adding well-known brand names on sustainable fashion product types. H3-1. Equity of sustainability will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-2. Purchase intention will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-3. Purchase intention after cause-related marketing will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-4. The relationship between equity of sustainability and purchase intention will be different after adding well-known brand names in all sustainable fashion product types. H3-5. The influence of cause-related marketing on purchase intention will be different after adding well-known brand names in all sustainable fashion product types. H4. Different results from H2 after adding well-known brand names. H4-1. The significant difference of equity of sustainability between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-2. The significant difference of purchase intention between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-3. The significant difference of purchase intention after cause-related marketing between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-4. After adding well-known brand names, the result of the relationship between equity of sustainability and purchase intention in each benefit group will be different in all sustainable fashion product types. H4-5. After adding well-known brand names, the result of the relationship between cause-related marketing and purchase intention in each benefit sought group will be different in all sustainable fashion product types. RESEARCH METHOD A simple black dress which is the product silhouette consistently shown through all sustainable fashion product types and relatively low involved when purchasing was selected to minimize the cognitive effort to process/judge the product attributes (Tucker, Rifon, Lee & Reece, 2012). The equity of sustainability is determined as an average score of economic viability, social equity, and environmental responsibility of each sustainable fashion product type. Benefit segments most commonly studied in the previous researches are selected for this study which are price-conscious, fashion-conscious, brand-conscious, convenience-conscious, quality-conscious, self-express, and self-confidence groups. Brand name is a moderator variable to test the brand name effect on participants’ response. Two different versions of questionnaires were distributed. One version shows brand names on the product types, which are selected as reliable brand names from a pretest in terms of quality and credibility, and the other version does not show any brand names on the product types. The reliable brand names are luxury brands such as Ralph Lauren rather than middle to low-priced brands. Both versions include the question for purchase intention before and after cause-related marketing (e.g., “If 10% of this sales is donated to a non-profit organization to preserve our environment, I would buy this item.”). Only female consumers are allowed to participate in the survey because the stimuli are dresses. Surveys were distributed by a commercial survey data collection company. Total 399 surveys were usable (non-brand version, n=190; brand name version, n= 209). The majority of participants are between 25 to 44 years old (22-34 years 49.1%, 35-44 years 16.8%) and has a college degree (college degree 52.6%, graduate school degree 25.8%). RESULTS & CONCLUSIONS From the data analysis (see table 1), non-brand companies would have a benefit by offering transformable products in which consumers feel more value than other sustainable fashion product types. When showing luxury brand names, participants evaluated upcycling products as the highest equity of sustainability and purchase intention after cause-related marketing. The zero waste luxury brand product received the highest purchase intention before cause-related marketing and also received a significantly higher equity of sustainability than the non-brand zero waste product. Therefore, it is recommended for luxury brands to show their sustainability practice on the product through labels, especially showing a zero waste production label. The result in all sustainable fashion product types regardless of brand names showed that the higher sustainability, the higher purchase intention. Thus, again, it is important for companies to educate their sustainability practices (e.g., economic, social and environmental values) to consumers through either promotions or labels on the products. For both non-brand and luxury brand products, promoting a donation or support for community/society (i.e., cause-related marketing) on the product would influence consumers' purchase decision when selling the upcycling, recycling and promotion on fashion products. For example, companies could create/include a symbol of their cause-related marketing or include a symbol of a non-profit organization on the sustainable fashion products. Considering different benefit sought groups, the high fashion involved group scored the variables higher in most sustainable fashion product types in the model than the low fashion involved group did. When companies plan to offer sustainable fashion products, they need to target the high fashion involved group for a better sales outcome. Even though participants perceived that the upcycled product was highly sustainable, they purchased different product types. The high fashion involved group highly intended to purchase the transformable product in the non-brand product types and the animal-free product in luxury brand product types in both before and after cause-related marketing. Luxury brands are the ones typically consume most real animal furs and skins, and this might influenced the participants’ purchase intention. The low fashion involved group were willing to purchase the product with organic materials in both non-brand and luxury brands, but cause-related marketing increased the purchase intention on the most of product types. Companies targeting a low fashion conscious group are suggested developing/promoting organic fashion products and actively promote their community/society involvement. Regardless of benefit sought groups, higher equity of sustainability generated higher purchase intention. Again, companies need to inform/promote their sustainability practices to consumers through products or media to improve sales. The impact of cause-related marketing on the purchase intention was significant for the low fashion involved group in the upcycling, recycling, promotion on the product, zero waste and transformable products regardless of brand names. Therefore, when companies cannot appeal consumers with their brand names, the cause-related marketing plays an important role. The low fashion involved consumers seem to consider the after-purchase impact on the society than product itself when purchasing sustainable fashion products. The cause-related marketing had less impact for the high fashion involved group on their purchase intention than the low fashion involved group; however, the purchase intention of non-brand upcycling and the upcycling, recycling and promotion on the product for luxury brands have significantly improved after cause-related marketing. Companies, especially luxury brand names, need to include cause-related marketing when selling those product targeting the high fashion involved group.

The purpose of this research is to investigate the relationship that exists between salesperson appearance and consumer behavior in the context of in-home product demonstration parties. Researchers (Kim, Ju, & Johnson, 2009; Klassen, Clayson, & Jasper, 1996) have found that the way in which a salesperson dresses has an impact on consumers’ perceptions of the store’s image. Furthermore, consumers intend to purchase more from salespeople who are dressed formally than those dressed informally (Shao, Baker, and Wagner, 2004). Additionally, Cho (2001) suggested that consumers tend to be more satisfied with salespeople who are dressed in a manner (i.e., formal, informal) that is comparable to the way they would dress. Extrapolating from research based in bricks-and-mortar stores, it seems likely that in-home product demonstrators’ appearance would have a similar impact on both consumers’ perceptions of their companies’ image and purchase intentions. To examine these relationships, 155 U.S. female consumers completed an online survey. Participants were first asked to look at one of four randomly assigned photographs of an in-home product demonstrator who was dressed either formally or informally and respond to items designed to measure their perceptions of the business’ image and their purchase intentions (Klassen, Clayson, & Jasper, 1996). Then participants viewed all four photographs and were asked to indicate which of these outfits looked the most similar to one that they would wear if they were going to host a party at their home and attend a party at someone else’s home. A series of t-tests revealed that consumers perceive the in-home product demonstrator’s business’ image to be more positive and express greater purchase intentions when the salesperson is dressed more formally than when she is dressed less formally. Additionally, when similarity exists between the way in which the in-home product demonstrator is dressed and the way in which consumers would dress to host or attend a party, both impressions of the business and purchase intentions are greater than when dissimilarity exists. The results of this investigation may assist non-store retail salespeople. Information gleaned from this study could help these entrepreneurs achieve their goals by using appearance management techniques. By presenting an appropriate, formal, professional appearance to new customers whose individual style they do not know and/or matching their appearance to that of the host and party attendees, the salespeople could increase sales during in-home product demonstration parties.

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.

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

We experimentally tested the effect of presenting a garment on a contextualized versus decontextualized setting on an online clothing store. A contextualized setting improves perceived plausibility and processing fluency. It increases the perceived similarity with the actual clothing and enhances perception that it should fit well on one’s body.

The purpose of this study is to empirically investigate consumers’ clothes shopping orientation factors and perceived risk factors affecting the purchase intention for fashion products in social commerce. For this study, questionnaires were given to 500 adults in their 20s~30s who had experience of using social commerce related to general products or services. To analyze the results of this study, we conducted descriptive analysis, factor analysis, reliability analysis, a chi-square independence test, and hierarchical regression analysis using SPSS 18.0. The results were as follows. First, social commerce users’clothes shopping orientations were classified into the pursuit of pleasure, brand, fashion innovation, trend, and utility, and the perceived risks were classified into the risks related to products, consumer service, loss of purchase opportunity, confidence in the web site, economy, and security. Second, clothes shopping orientation factors and perceived risk factors had a somewhat significant influence on the purchase intention for fashion products. Third, there was a significant difference between sexes regarding the influences of the clothes shopping orientation factors and perceived risk factors for the purchase intention of fashion products. Finally, this study aims to provide useful information for fashion companies to enable them to establish specific strategies that can influence consumers’purchase behaviors through social commerce.

This study analyzed consumers’ awareness, preference levels, and effect expectations in relation to fashion art marketing according to the types of such marketing (collaboration between fashion and art in fashion products, called product collaboration; sponsorship for art foundation; artist sponsorship; collaboration for the design of a space/store/display; ad/promotional film collaboration). The study also investigated the influence of consumers’ attitudes toward fashion art marketing with respect to purchase intention. The study was implemented through a descriptive survey method. The sample consisted of 342 men and women between the ages of 20 and 45. The data were analyzed by factor analysis, one-way ANOVA, and multiple regression analysis. The results revealed that there are significant differences in consumers’ awareness and effect expectations in relation to fashion art marketing according to the types of fashion art marketing activities. While no differences were found in preference levels according to the type of fashion art marketing, all the types of art marketing showed overall high levels of preference. The collaboration between fashion and art in fashion products, which had the highest awareness, also showed the highest expected effect. In all the types of fashion art marketing, consumers’ attitudes had a significant influence on purchase intention. In cases of sponsorship for an art foundation, artist sponsorship, collaboration for the design of a space/store/display, and ad/promotional films, consumers’ effect expectations had the most significant influence on purchase intention, followed by preference and awareness level. These results could be used to provide appropriate proposals to fashion brands when they plan to set up an art marketing strategy.

The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

The purpose of this study is to examine the impact of perceived sustainability management fit of SPA brands on consumer purchase intention. A survey was conducted targeting women in their 20s and 30s from April 27th to May 6th 2013, and a total of 350 questionnaires were used in the final analysis. Frequency analysis, reliability analysis, factor analysis, ANOVA, simple regression analysis and multiple regression analysis were carried out using SPSS ver 21.0. The results of this study are as follows. First, fit of all three areas- economic, ecological and socialof sustainability management activities have a significant impact on consumer perception on sustainability activities. Second, perceived sustainability activities by SPA brands are found to have a positive effect on brand attitude, brand trust and consumer satisfaction. Third, brand attitude and consumer satisfaction forged by perceived sustainability activities by SPA brands have a positive impact on consumers' purchase intention. Based on the result of this study, the following marketing implications can be suggested. First, SPA brands need to be more active in all three area of sustainability activities while coming up with measures for differentiated social sustainability activities. Second, SPA brands need to meet their primary obligation by providing consumers with quality products at a reasonable price. Third, SPA brands need to recognize the potential value of sustainability activities as a driver of a longstanding relationship with consumers as well as long-term profit and value creation, leading to a great financial performance.

This study analyzed purchasing characteristics of local agricultural products and processed products as well as evaluatedoperation programs for Changnyeon festival participants. The purchasing rates of local agricultural products and processedproducts at this festival were 63.6% and 49.1%, respectively, and the main purchased crops were onion (42.6%) and garlic(20.7%). Drinks (43.6%) were highly purchased processed products. The recognition (95.3%) and preferences (98.4%) forChangyeong local agricultural products were high at this festival. Subjects (72.5%) responded that public relations wereeffective for sale at this festival, and evaluation of the operation program for the festival was 3.51±0.74 (total score 5 points).Satisfaction with the experience event (37.7%) and exhibition event (33.6%) were high at this festival program, whereasparticipants gave low rates for art exhibition and sale events of local agricultural products (16.2%), cooking education(14.7%), direct education program (12.9%), and games (12.1%). This festival was an effective means of public relations,although purchase effects were not significant. This result suggests that the festival is necessary for planning a program toincrease purchasing.

The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.