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A Study on Generation Z's Purchase Intention toward Fashion Products of Social Enterprises
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Z세대의 사회적 기업 패션제품 구매의도 연구

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Type
Academic journal
Author
Cho, Yun Jin (경상국립대학교) Lee, Sang Kwon (금오공과대학교) Chung, Ihn Hee (금오공과대학교)
Journal
Korea Business Association Journal of Business Convergence Vol.7 No.1 KCI Accredited Journals
Published
2022.2
Pages
33 - 40 (8page)
DOI
10.31152/JB.2022.02.7.1.33

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A Study on Generation Z's Purchase Intention toward Fashion Products of Social Enterprises
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Abstract· Keywords

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The purpose of this study is to analyaze Generation Z consumer‘s purchase intention of social enterprise fashion products. To examine factors influencing the purchase intention, a model to investigate the relationship among values, ethical consumption, attitude, and purchase intention was proposed, using VBN theory. Three Values such as altruistic, egoistic, and biospheric values were selected as Exogenous variables. A questionnaire was conducted targeting males and females aged 15-24, and 212 samples were analyzed. The hypotheses were tested by using the PLS-SEM.
The results confirmed that altruistic value and biospheric value had a positive influence on consumers" ethical consumption, while egoistic value did not. Also, the first two values had a positive influence on consumers" attitude toward social enterprises’ fashion products, while egoistic value did not. Ethical consumption affected positively purchase intention as well as attitude. Attitude strongly influenced intention to purchase ethical fashion products. These findings confirms the importance of altruistic and biospheric values and ethical consumption in making decisions to purchase fashion products from social enterprises. Also, they provides practical insights into the consumer behaviors of Generation Z for managers and marketers in the field that would be beneficial to their making decisions.
#사회적 기업 #패션제품 #구매의도 #가치 #Z세대 #social enterprises #fashion products #purchase intention #value #Generation Z

Contents

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 연구 결과
Ⅴ. 결론
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