As product packaging becomes an increasingly important tool for conveying brand images to consumers, eco-friendly packaging (EFP) is being extensively adopted by fashion companies. Given this trend, the need for research examining consumer responses to fashion products featuring EFP has increased. This study investigates the effects of attitude and subjective norms on consumers’ purchase intention of fashion products using EFP, and further explores the moderating roles of gender and ethical self-identity (ESI). A survey including 360 male and female consumers in their 20s and 30s was conducted, and the data were analyzed using multiple regression analysis. The results indicate that both attitude and subjective norms positively influence purchase intention. Gender moderated the relationship between subjective norms and purchase intention, with males exhibiting higher purchase intention than females when influenced by social norms. ESI also moderated the relationship between attitude and purchase intention, as well as between subjective norms and purchase intention. Individuals exhibiting higher levels of ESI showed stronger alignment between their attitudes or perceived norms and their purchase intention of EFP products. These findings provide valuable insights and establish a foundational understanding of the key determinants of purchase intention for fashion products with EFP. Furthermore, they provide theoretical insights into sustainable consumer behavior and offer practical implications for fashion marketers seeking to promote eco-conscious consumption.

This study aims to prepare a solution necessary for boosting the consumption of environment-friendly agricultural products, positively reflecting consumers’ opinions that expect supplies of safe agricultural products to secure the domestic farms producing environment-friendly agricultural products and at the same time, to meet consumers’ needs. As a result of the hypothesis testing, of the subjective knowledge in Hypothesis 1, product knowledge had an impact on attitude, while purchase knowledge and use knowledge after purchase were not significant. Of the subjective knowledge in Hypothesis 2, purchase knowledge and product knowledge had significant impacts on purchase intention. Brand image in Hypothesis 3 had a significant impact on attitude, while brand image in Hypothesis 4 had a significant impact on purchase intention. As a result of the mediated regression analysis of Hypothesis 5, all of the subjective knowledge, purchase knowledge, product knowledge and use knowledge after purchase had an impact on purchase intention, partially mediated by attitude, and brand image, too, had an impact on purchase intention, partially mediated by attitude.