Sae Eun Lee, Seo Jeong Kim, Kyung Wha Oh, Kyu-Hye Lee
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引用次数: 2
Abstract
This study aimed to investigate consumers’ intentions to purchase sustainable masks to reduce the environmental pollution caused by disposable masks in the context of COVID-19. A research model was derived based on the Value-Belief-Norm theory and the Theory of Planned Behavior, and the moderating role of health concerns and environmental knowledge due to the COVID-19 pandemic were examined. Through a Korean online survey company, we collected data on sustainable masks from respondents aged from their 20 s to 50 s, living in the Korea, and a structural equation analysis was performed on the 337 valid samples. Environmental concerns and beliefs were found to have a positive impact on the purchase intention on sustainable masks. Although environmental knowledge played the role of a moderator, we found that the higher the health concern, the stronger the purchase intention. Based on these results, it is possible to derive a strategy to increase the purchase of sustainable masks and reduce the environmental pollution caused by disposable masks. A sales strategy should be implemented for groups with high health concern. In addition, since the subjective norm increases the purchase intention for sustainable masks, advertising that stimulates them will help reduce environmental pollution caused by disposal masks. In the future, it will be possible to help reduce environmental pollution not only during the COVID-19 pandemic, but also during other emerging pandemics.
期刊介绍:
Fashion and Textiles aims to advance knowledge and to seek new perspectives in the fashion and textiles industry worldwide. We welcome original research articles, reviews, case studies, book reviews and letters to the editor.
The scope of the journal includes the following four technical research divisions:
Textile Science and Technology: Textile Material Science and Technology; Dyeing and Finishing; Smart and Intelligent Textiles
Clothing Science and Technology: Physiology of Clothing/Textile Products; Protective clothing ; Smart and Intelligent clothing; Sportswear; Mass customization ; Apparel manufacturing
Economics of Clothing and Textiles/Fashion Business: Management of the Clothing and Textiles Industry; Merchandising; Retailing; Fashion Marketing; Consumer Behavior; Socio-psychology of Fashion
Fashion Design and Cultural Study on Fashion: Aesthetic Aspects of Fashion Product or Design Process; Textiles/Clothing/Fashion Design; Fashion Trend; History of Fashion; Costume or Dress; Fashion Theory; Fashion journalism; Fashion exhibition.