개인의 윤리적 신념이 비건 패션에 대한 태도 및 구매의도에 미치는 영향 = Effects of Ethical Beliefs on Attitudes and Purchase Intentions Toward Vegan Fashion

다국어 초록 (Multilingual Abstract)

As consumer interest in vegan fashion grows, researchers and marketers have sought to identify potential customers for this specific type of sustainable and environmentally friendly fashion. However, tunderstanding of ethical beliefs that drive consumer acceptance of vegan fashion is still limited. The current study aimed to investigate how individuals’ ethical beliefs could influence attitudes and purchase intentions toward vegan fashion, based on the Theory of Reasoned Action (TRA). Data of 271 Korean adults aged 20 to 64 years were collected through an online survey. The proposed research model was examined using structural equation modeling. Results revealed that perceived societal benefit and altruism had significant direct and indirect positive effects on attitudes toward vegan fashion and purchase intentions. Additionally, attitudes toward vegan fashion and subjective norms were found to have significant positive relationships with purchase intentions. However, ethical consumption responsibility did not have a significant direct or indirect effect on attitudes or purchase intentions regarding vegan fashion products. These results suggest that, rather than a sense of duty toward ethical consumption, the belief in societal and environmental benefits and altruistic tendencies are more likely to lead to consumer behavior supporting vegan fashion. This study is significant as it explores the emerging domain of vegan fashion, aligning with growing societal interest in non-animal-based materials. By elucidating the role of ethical beliefs in shaping consumer attitudes and behaviors, this study contributes to our understanding of sustainable fashion consumption within the TRA.