In a situation where the importance of eco-friendly fashion is growing, this study adds to the needed research by analyzing consumption value satisfaction factors, brand image, and repurchase intentions of eco-friendly fashion products. During the investigation, the impact of gender was also accounted for to establish an effective marketing strategy. In June 2024, 250 surveys were evaluated from domestic consumers with experience purchasing eco-friendly fashion products. Descriptive statistical analysis, factor analysis, reliability analysis, and regression analysis were performed. Five factors were measured to determine satisfaction with the consumption value of eco-friendly fashion products: emotional value, functional value, social and situational value, passive value, and rare and eco-friendly value. Empirically subdividing satisfaction with eco-friendly fashion as recognized by consumers reveals meaningful findings about consumption value. Among the factors of consumption value satisfaction with eco-friendly fashion products, functional value, social and situational value, and rare and eco-friendly value all positively affected repurchase intention. The consumer’s gender also made a difference in satisfaction. Considering these results, the marketing effect of eco-friendly fashion can be increased. This study will be able to increase the ESG management effect of fashion companies. By performing ESG management, the fashion industry can achieve social and environmental responsibility along with sustainable growth.

Although interest in eco-friendly fashion products is increasing among scholars and industry leaders, the concept of eco-friendly products remains unclear, preventing consistent assessment of which fashion products are eco-friendly. This study conducted a content analysis of eco-friendly product information from 87 domestic and 102 foreign brands to reveal key standards for categorizing eco-friendly fashion products. Product characteristic information was coded according to the four material-based standards (i.e., organic material, regenerative material, alternative material, and sustainably produced/upcycled material). Consistency between coders was confirmed by Cohen’s kappa. In results, eco-friendly fashion products are categorized by four material-based standards and two certification standards (i.e., certified, not certified). Among the four material-based categories, the greatest number of domestic and foreign companies produced eco-friendly products that were classified as the regenerative material group. In addition, companies acquired eco-friendly certifications related to the use of organic, regenerative, and alternative materials. The greatest number of eco-friendly material brands used for eco-friendly fashion products belonged to the regenerative material group. Based on the study results, a typology of eco-friendly products was suggested. This typology can benefit practitioners and academics by highlighting a need for classification system for the eco-friendly fashion products, as well as by providing insight into the categorization of eco-friendly fashion products.

본 연구는 식품 영역에서 제품 패키지의 광택이 소비자들이 인식하는 기업 친환경성과 제품 품질에 미치는 영향을 확인하고, 최종적으로 구매의도에 차이를 유발하는지 확인하고자 실시되었다. 실험 참가자들은 패키지에 광택이 도 는 유광 조건과 광택이 없는 무광 조건으로 무선 할당되었으며, 케첩과 감자칩 제품을 보고 기업 친환경성 인식, 품질인식, 구매의도를 묻는 문항들에 응답하였다. 연구 결과, 소비자들은 무광 패키지 제품을 제조한 기업이 유광 패키지 제품을 제조한 기업보다 더 유기농 재료를 사용할 것이며, 더 친환경적일 것이라고 인식하였다. 또한 소비자 들은 기업이 친환경적일 것이라고 인식할수록 제품의 품질을 높게 평가하였으며, 더 높은 구매의도를 보였다. 본 연구는 패키지 광택의 효과를 친환경 식품 영역에서 기업 이미지 인식에까지 확장하였으며, 패키지 광택을 이용한 친환경 마케팅 방식을 제안했다는 점에서 이론적, 실무적 의의를 가진다. 본 연구의 한계, 가능한 향후 연구 방향도 함께 논의하였다.

Eco-friendly consumption is a prominent trend in the fashion industry, by which many firms attract the interest of consumers using a green marketing strategy. However, “greenwashing” (caused by distorted, exaggerated, and false information) gives rise to consumer confusion. The purpose of this study is to investigate the effect of consumer confusion and value on price sensitivity and purchase intention. Data was collected from 228 respondents using a questionnaire that was distributed to consumers living in Seoul and Kyunggi, South Korea. The data was analyzed by factor analysis, regression analysis, and Cronbach’s alpha using SPSS 23.0. The results were as follows: First, factor analysis showed the consumer value variable was significantly categorized in altruistic and self-expressive values. All variables (altruism, selfexpression, consumer confusion, price sensitivity, and purchase intention) were shown to have significantly good internal validity. Second, altruistic consumer value was shown to positively affect the purchase intention of eco-friendly fashion products, but self-expressive consumer value had no significant effect. Third, consumer confusion on eco-friendly fashion products had a negative effect on purchase intention. Fourth, altruistic and self-expressive consumer values had no effect on price sensitivity. Fifth, consumer confusion on eco-friendly fashion products positively affect price sensitivity. Sixth, price sensitivity on eco-friendly fashion products had a negative effect on purchase intention. Therefore, fashion firms should provide a certified green mark to consumers to eliminate confusion and deliver the right message without greenwashing. Moreover, fashion firms should develop green marketing strategies that are more focused on altruistic consumers.

This study investigated the effect of offering eco-friendly fashion items on consumers’ perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare ‘a general cafe’ where only food is sold and ‘a hybrid cafe’ which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers’ perceived eco-friendly image of the store. Further, this negatively affected consumers’ perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores’ images or sales.

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

It is crucial that the manufacturing companies should consider reducing environmental impacts of the products in the early design phases. Life Cycle Assessment method is one of the most widely used and important tools for assessing the overall environmental impacts of products across the entire lifecycle. Based on the Life Cycle Assessment method, we provide a systematic guideline for eco-product design. The proposed guideline is primarily aimed at product developers or engineers, as a insight to the integration of environmental thinking into the early design phase, and therefore into products. This guideline has several steps: select the target product, describe the product structure, quantify the environmental impacts, identify meaningful underlying environmental impacts, and develop an environmental strategy. The usefulness of proposed guideline is also demonstrated through the application to an actual vacuum cleaner.

국내에서 개발된 우수 친환경 농자재의 해외시장 진출을 위해서는 사전 충분한 자료 조사를 통하여 우선 진출 대상국가를 선정 하는것이 우선이며, 선정 대상국의 우수 딜러 발굴을 위한 전초 작업이 필요하다. 우선 대륙별 다양한 전시회 검토를 통하여 적합한 전시회를 정하여 꾸준히 참석함으로서 우수 딜러를 발굴하고, 해당 파트너와 함께 판매제품 개발을 위한 단계로 등록, 적합한 제품 선별, 현지 적용법 개발, 마케팅 기술 개발 등을 체계적으로 진행함으로서 성공정인 제품 론칭을 기대할 수 있다. 진출 국가들의 다양한 농자재 유통 관행 및 중앙정부 및 지방정부의 친환경 농자제에 대한 등록 및 판매 허가 방침에 따라 진출제품을 선정 하는 것이 필요 하며, 필요에 따라서 기존제품의 현지화를 위한 재개발이 필요 하게 된다. 이는 국내기준에서 개발된 우수한 제품이더라도 해외 진출국가에서의 효과적 론칭을 위해서는 현지에 안착하여 판매 활성화가 될수 있도록 현지화 제품 개발 및 용법 개발이 필수 조건이 됨을 의미한다. 이를 위해서는 수출을 하고자 하는 업체의 적극적이고 장기적인 투자가 요구 되어지, 이는 상당한 인내심과 열정이 요구되어지는 일이다. 물론 진출 국가별로 필요 개발 유형이 다향하게 존재하는 것은 사실이나, 전체의 모든 진출 국가별로 개별적 제품 개발이 이루어지는 것은 아니다. 예를 들어 친환경 병해충 방제 및 영양관리에 있어서, 방제가 필요한 병해충과 작물은 상당부분 공통적으로 요구되어지고 친환경 방제제 및 영양관리제 역시 특별한 차이 없이 요구 되어진다. 이러한 공통적 이슈를 커버할 수 있는 제품군을 선정하여 좀더 세부적으로 현지 적합성이 갖는 제품 개발을 해 나가는 것이 성공적인 해외 진출의 기본 사항이라 여긴다.

Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

This paper tried to find various ideas for the purpose of increasing the demand for domestic bean which is the main raw material of bean curd products. To accomplish this objective, purchasing behavior of the current consumers were surveyed and the consumer evaluation of the products were investigated. Using experiment conjoint analysis, consumers" marginal willingness to pay for several important attributes of the products were derived. Among the attributes analyzed, the origin of the material bean turned out to be the most important attributes of all.