This study identified fashion consumers disposal behavior and analyzed the effects of consumers pursuing values in disposal, environmental awareness, and sustainable fashion consumption attitudes in regards to fashion disposal behavior. A survey questionnaire was developed and data were obtained from 460 consumers in their 20's to 50's in Korea who had experienced fashion disposal behaviors during last 12 months. As a result, there were four different fashion disposal behaviors such as economical, practical, and social disposal as well as hoarding behaviors. Consumers pursuing values in disposal affected fashion disposal behavior. Practical and economical values had positively impacted economical disposal and hoarding behaviors. While hedonic value had a negative impact on economical disposal behavior, it had a positive impact on social disposal behavior. Also, environmental-social values had positively impacted practical and social disposal behaviors. Fashion-related environmental knowledge had positively impacted economical and practical disposal behaviors and PCE affected social disposal behavior, while environmental concerns had a negative impact on economical disposal behavior. Consumers attitude toward usedfashion items, fashion recycling, and fashion innovativeness affected all of fashion disposal behaviors. Although hoarding behavior has been an under researched area, the finding implied that hoarding behavior was affected by consumer's pursuing value in disposal and sustainable consumption attitude. Also, environmental-social values and attitudes toward used-fashion items would induce practical disposal behavior such as reuse by alteration or reform. Consumers economical and hedonic values can promote donations or exchange/resale of unwanted fashion items, which can lead to sustainable consumption.

The purpose of this study is to identify the antecedents of fashion consciousness. As antecedents, psychological variables and consumption-related variables were considered. Materialism and change seeking were included as psychological variables, and face conscious consumption, status consumption, and shopping enjoyment were included as consumption-related variables. It was hypothesized that materialism and change seeking not only influence fashion consciousness directly but also indirectly through face conscious consumption, status consumption, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that materialism directly influence fashion consciousness and that materialism and change seeking influence fashion consciousness indirectly through face conscious consumption and shopping enjoyment. Regarding their relative importance on fashion consciousness, shopping enjoyment was the most influential factor followed by materialism and face conscious consumption, in that order. In developing and implementing marketing strategies for fashion conscious consumers, marketers should focus on satisfying shopping enjoyment, materialism and face conscious consumption.

The purpose of this study is to identify the antecedents and consequence of role-relaxed consumption. Consumption-related variables were considered as antecedents, and fashion-related variable was considered as a consequence. Hedonic consumption, impulse buying, value consciousness, and brand sensitivity were included as consumption-related variables and fashion consciousness was included as a fashion-related variable. It was hypothesized that hedonic consumption, impulse buying, value consciousness, and brand sensitivity influence rolerelaxed consumption and then influence fashion consciousness. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. While hedonic consumption, impulse buying, value consciousness, and brand sensitivity were uni-dimensions, role-relaxed consumption and fashion consciousness were multi-dimensions. Factor analysis of role-relaxed consumption revealed two dimensions, 'self-centered decision making' factor and 'importance of intrinsic value' factor. In addition, factor analysis of fashion conscious revealed three dimensions, 'individualism' factor, 'dressing style' factor, and 'appearance' factor. Tests of the hypothesized path show that impulse buying and brand sensitivity negatively influence 'self-centered decision making' and that hedonic consumption and value consciousness negatively influence 'importance of intrinsic value'. While 'self-centered decision making'negatively influence 'dressing style' and 'appearance, 'importance of intrinsic value' negatively influences all factors of fashion consciousness. The implications of these findings and suggestions for future study are also discussed.

This study examines how environmental consciousness and socially responsible clothing consumption attitude influence people's perceptions of the consequences of fast fashion. Data were collected through a questionnaire survey administered to females in their 20s to 40s, and a total of 430 surveys were used in the final analysis. The research results are as follows. First, environmental consciousness-which was conceptualized as interest in consumer effectiveness and the environment-had a positive influence on attitudes toward socially responsible clothing consumption attitude, i.e., clothing recycling and resource conservation. As the perception of consumer effectiveness was high, respondents had a tendency not to follow trends. Second, consumers with a high level of interest in the environment perceived the effect of fast fashion on the environment as serious, and they felt negatively toward personal use of fast fashion. Third, consumers with strong resource conservation behavior perceived the effect of fast fashion on the environment as serious, but those with positive attitudes toward secondhand clothing did not appear to have that perception. Finally, consumers who followed trends and those with weakly held attitudes about resource conservation felt positively toward personal use of fast fashion. The results of this research indicate that environmental consciousness is an important factor for socially responsible clothing consumption behavior. In addition, consumers with strong attitudes regarding resource conservation were more perceptive of the negative effect of fast fashion on the environment.

Nowadays, personal media is a new tool for communication as digital cameras and mobile phones are developing rapidly. We are concerned over Cyworld users who could have different personal characteristics which will influence on buying patterns in on line shopping behaviors. The purpose of this research was to observe fashion attitudes and purchase behavior of Cyworld mini homepage users, for establishing marketing strategies by understanding consumers. For this study, one line survey was used for 500 male and female subjects who are 20 to 40 years old. Only reliable 441 questionnaires were used for analysis. The SPSS program was used for frequency, K-means cluster, t test, and chi-square test. A total of 441 respondents were clustered on the basis of 8 item self-disclosure scale, using the K-means procedures. The results indicated that respondents were clustered into two segments; 267 respondents(active attitude towards self-disclosure) and 164 ones(not active). We examined fashion attitudes in mini home page and buying behavior by self-disclosed variable. Those who are involved actively in self expression and self-disclosure considered more fashion style and trend. The major motivates of web surfing was finding a good design, and good price. High self-disclosure group tends to search many shopping mall for right design and low self disclosure group tends to search them for the right price. High self-disclosure group tend to shop the fashion products more, while low self disclosure group tend to purchase books more through the internet. We realized that active group in self-disclosure purchased their clothing accidently when they visit Cyworld.