Understanding Fashion Consumers' Attitude and Behavioral Intention Toward Sustainable Fashion Products: Focus On Sustainable Knowledge Sources and Knowledge Types

Journal of Global Fashion Marketing
Bridging Fashion and Marketing
ISSN: 2093-2685 (Print) 2325-4483 (Online) Journal homepage: http://www.tandfonline.com/loi/rgfm20
Understanding fashion consumers’ attitude and

behavioral intention toward sustainable fashion
products: Focus on sustainable knowledge sources
and knowledge types
Hyun Min Kong, Eunju Ko, Heeju Chae & Pekka Mattila
To cite this article: Hyun Min Kong, Eunju Ko, Heeju Chae & Pekka Mattila (2016)
Understanding fashion consumers’ attitude and behavioral intention toward sustainable
fashion products: Focus on sustainable knowledge sources and knowledge types, Journal of
Global Fashion Marketing, 7:2, 103-119, DOI: 10.1080/20932685.2015.1131435
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Download by: [University of California, San Diego] Date: 21 March 2016, At: 03:46
Journal of Global Fashion Marketing, 2016
VOL. 7, NO. 2, 103–119
http://dx.doi.org/10.1080/20932685.2015.1131435
Understanding fashion consumers’ attitude and behavioral

intention toward sustainable fashion products: Focus on
sustainable knowledge sources and knowledge types
Hyun Min Konga, Eunju Koa , Heeju Chaea and Pekka Mattilab
a
Yonsei University, Department of Clothing and Textiles, Seoul, Republic of Korea; bDepartment of Marketing,
Aalto University School of Business, Lapuankatu 2, Helsinki, Finland
Downloaded by [University of California, San Diego] at 03:46 21 March 2016
ABSTRACT ARTICLE HISTORY

Companies in the fashion industry recognize sustainability as a Received 15 July 2015
major issue and are placing intensive efforts to incorporate it into Revised 6 October 2015
their marketing strategies. Yet they face a stumbling block as most Accepted 10 November 2015
fashion consumers still have limited knowledge or clarification KEYWORDS
about sustainability. In addition, there is a lack of in-depth research Sustainable fashion;
regarding sustainable knowledge in the fashion industry, especially sustainable knowledge
considering its importance in this field. Therefore, this study, analyzes sources; knowledge types;
sustainable knowledge to better understand which sources and fashion consumer; corporate
types of knowledge are effective. Thus, the purpose of this study is marketing information
as follows: (1) to examine the influence of sustainable knowledge
关键词
sources on different types of sustainable knowledge; and (2) to 可持续时尚; 可持续知识
examine the impact of these types of knowledge on sustainable 来源; 知识类型; 时尚消
consumer behavior. A total of 245 responses are collected in South 费; 企业营销信息
Korea through an online survey for the final analysis. The proposed
model and research hypotheses are tested using AMOS and SPSS
programs. Results indicates that fashion consumers have a positive
effect on corporate marketing information. Effectiveness and social
knowledge also play an important role in forming attitude toward
sustainable fashion products. In conclusion, fashion brands must
identify and incorporate effective sources and types of sustainable
knowledge into their marketing strategies to expand their business
scope. Moreover, this study stands out for examining the specific role
of sustainable knowledge in the fashion industry, thus providing a
direction for future research.
了解时尚消费者对可持续时尚产品的态度和行为意
图:关注可持续发展的知识来源和知识类型
时尚界面临的一个大问题是如何处理可持续性。考虑到供应链,
密集的资源使用和越来越短的产品生命周期的问题，时尚对环境
问题特别敏感。对研究人员和从业人员来说，其他的敏感话题是
社会性问题，如劳动工作条件和雇佣童工。与不断增加的对可持
续性的担忧形成对比的是,时尚企业和消费者对可持续发展概念
CORRESPONDENCE TO Eunju Ko ejko@yonsei.ac.kr

© 2016 Korean Scholars of Marketing Science
104 H. M. Kong et al.
的理解并不是很明确。因此，对时尚企业的利益相关者的传播可
持续性发展的知识是有非常有必要的。本研究重点以消费者的角
度来调查目前韩国消费者关于可持续性知识的程度。需要明确哪
个可持续性知识来源对可持续发展的概念最具影响并且最重要，
这将有助于发展对可持续时尚产品的合适的态度和行为意图。
先前的研究强调,许多消费者都知道时尚对环境和社会的影响,
并愿意在他们的购买决策过程中对绿色和可持续产品给予更多的
关注。然而, 年龄范围在20到30岁的韩国消费者对时尚的可持续
性概念和知识了解有限。关于时尚的可持续性问题的知识需要传
递给公众，以说服时尚消费者去采纳更有可持续意识的态度和购
买行为。
为了找到最有效的可持续发展知识的来源,本研究使用三个主要
的知识来源;公共教育、同伴影响和企业营销信息。本研究主要探
讨韩国可持续发展的教育背景,同伴的影响和企业营销信息。韩国
年轻人的购物意图似乎受到家庭成员和同伴的采购行为的影响,尤
其是对于个人的产品。最后,企业营销信息企业不断着力提醒消费
者去做有可持续发展意识的购买决策。知识是改变消费者的态度
的最有效因素,它是产生意识变化的催化剂。本研究的主要目的
是检验什么样的教育资源是对扩大消费者对可持续性知识和态
度的了解和改变他们对可持续时尚产品态度和购买行为的最有效
教育资源。本研究关注不同类型的教育行为对时尚消费的影响。
本研究的概念框架为韩国消费者的可持续消费行为提供了理论依
据。本研究对于教育和市场营销两个方面都有所助益。从学术的
角度，研究人员将拓展向时尚消费者扩散知识的方法。第二,时
装公司能够针对未来目标消费者制定.
1. Introduction
Sustainability has been recognized as a major concern worldwide, and this also increases
considerations regarding the challenges to business needs to be faced in the fashion industry.
Strategic marketing can be used to promise a value offering to customers for competitive
advantage (Varadarajan, 2010). In recent years fashion brands, consumers, researchers and
practitioners have turned increasing attention to sustainability in environmental and social
contexts (Kim, Taylor, Kim, & Lee, 2015; Song & Ko, 2014a). The fashion industry’s envi-
ronmental impact is very high during supply chain management and production processes
such as dyeing, drying and finishing, chemical usage and use of natural resources (De
Brito, Carbone, & Blanquart, 2008). Environmental threats are not temporary; in order to
implement viable initiatives and sustainability activities, fashion companies and fashion
consumers need to be educated about essential sustainability principles.
Knowledge can be a catalyst for changing attitudes (Arbuthnot, 2009) and can stimu-
late action. Previous research has discovered that environmental knowledge has a positive
relationship with environmental behavior, and also that knowledge is required for attitude
and behavior changes (Ernst & Spada, 1993). Although the fashion industry is becoming
increasingly concerned with the importance of sustainability, in general, Korean consumers
in their 20s to late 30s have little experience and knowledge of sustainability efforts. Fashion
companies are doing an insufficient job of encouraging consumers to have positive attitudes
and behavior toward environmental interests and concerns (Weller & Walter, 2008). The
“4/40 Gap” indicates that approximately 40% of consumers are open to the idea of buying
sustainable products, but only 4% actually act on this (Makower, 2006). This suggests that
Journal of Global Fashion Marketing 105
Figure 1. Results of structural equation model.
different sources of education can help consumers understand the concept of sustainability
to help close the gap between attitude and behavior (Sung & Kincade, 2010; Song & Ko,
2014b).
The purposes of this study are as follows: (1) to examine the influence of sustainable
knowledge sources on different sustainable knowledge types; (2) to examine the influence
of sustainable knowledge types on sustainable consumer behavior. Therefore, this study
contributes to education and marketing aspects in two ways: (1) with these findings, aca-
demic researchers should be better able to develop strategies that companies can use to
educate their fashion consumers; (2) fashion companies can develop more effective business
strategies for targeting consumers through expanded understanding of fashion consumers’
attitude and behavioral intention toward sustainable fashion products.
2. Literature review

2.1. Sustainability marketing in fashion industry
Recently, the fashion market has been dominated by the trend of fast fashion: low-cost
clothing based on haute couture styles copied from the catwalk. The quick response sys-
tem encourages a short product life cycle (Fletcher, 2008), which leads to tremendous
waste each season. In comparison with the fast fashion industry, luxury brands are slowly
adapting to sustainability, because luxury consumers make purchase decisions according
to product quality and brand reputation rather than according to recycling or organic
usage (Achabou & Dekhili, 2013; Lee, Ko, Lee, & Kim, 2015). To encourage an individual’s
environmental concern and ecological purchasing behaviors, different types of knowledge
need to be adopted.
Today’s sustainability marketing initiatives in the fashion business focus on environ-

mental concerns and human rights (De Brito et al., 2008; Jang, Ko, Chun, & Lee, 2012).
However, according to the results of Deloitte’s “Fashioning Sustainability” report, the current
sustainability marketing initiatives in the fashion industry are focused more on general
commitments to action on sustainability and less on showing results. Fashion brands reveal
the negative environmental impact with a narrow focus on controlling suppliers, rather
than taking a broad approach that also involves managing the environment and natural
resources. In addition, most fashion companies are not making an effort to engage con-
sumers regarding sustainability (Deloitte, 2013).
2.2. Sustainable knowledge sources

Previous research into the major channels that consumers use to seek product informa-
tion indicates that they include public education, peer influence and corporate marketing
information about purchasing sustainable products (Mu, Lee, & Ryu, 2012). In addition,
factors effective on sustainable consumption consciousness derive from public education
and corporate marketing information on green consumption education (Mu et al., 2012),
and consumers who rate highly on social values are positively affected by peers (Yoon &
Yoon, 2013).
Public education curricula are designed to teach pro-environmental behaviors
(Arbuthnot, 2009) and describe ecological and social impacts (Haron, Paim, & Yahaya,
2005). Although education can do much to broaden the general respect for the environment,
education alone cannot be responsible for all external factors (UNESCO, 1997).
When children reach adolescence, they are increasingly affected by peer relationships
(Berndt, 1982). Peer influences commonly appear in the form of misbehavior and risky
behavior among adolescents (Berndt, 1982) and are often proposed as a factor in youth and
adolescent-based research. Peer influences have been shown to affect adolescent drug use
(Elliott, Huizinga, & Ageton, 1985), to determine social comparisons that affect smoking,
drinking, drug use and dating (Urberg, Degirmencioglu, & Pilgrim, 1997) and even to affect
purchase intentions (Lascu & Zinkhan, 1999).
The sustainable education approach is less well developed in comparison with public
education and corporate marketing information. Companies are recognizing that economic
growth has ecological and environmental costs and that they need strategies for pursu-
ing environmental sustainability goals and implementing sustainable practices (Klassen &
Vachon, 2003; Zhu & Sarkis, 2006). Corporations convey those values to consumers through
such means as company messages, logos and spokespersons (Schlegelmilch & Pollach, 2005).
The fact that consumers are beginning to acquire awareness regarding environmental sus-
tainability is creating additional pressures on companies to transform their business models
toward sustainable operations (Zhu & Sarkis, 2004). When consumers have more knowledge
on sustainable and environmental issues, awareness levels will increase, which may lead
to more favorable attitudes toward sustainable products (Aman, Harun, & Hussein, 2012).
2.3. Different sustainability knowledge types

Sustainable knowledge, also called environmental knowledge, indicates that (1) consumers
must comprehend the environmental and social impact of products or services, and (2)
consumers must be aware of which products are produced in eco-friendly ways (D’Souza,
Taghian, & Lamb, 2006). Factual knowledge that includes definitions, causes and conse-
quences must be distinguished from action-related knowledge (Schahn & Holzer, 1990),
which offers directions for possible action (Tanner & Wölfing Kast, 2003).
Procedural, effectiveness and social knowledge can influence ecological/sustainable
behavioral intentions, values and attitudes. Sustainable knowledge types are composed of
four different types – declarative knowledge, procedural knowledge, effectiveness knowledge
and social knowledge – which impact sustainable behaviors (Kaiser & Fuhrer, 2003). First,
declarative knowledge includes understandings regarding facts and the semantic structure
behind sustainability theory. Second, procedural knowledge, often called action knowledge,
is “how-to” knowledge that addresses possible actions, for example by increasing awareness
about recycling plans (Kaiser & Fuhrer, 2003). Third, effectiveness knowledge relates to
potential cost benefits from energy efficiency and effectiveness (Gardner & Stern 1996).
Fourth, social knowledge involves understanding others’ “motives and intentions” (Ernst,
1994; Ernst & Spada, 1993). Social knowledge refers to actions in response to conventional
norms and needs for social approval (Kaiser & Fuhrer, 2003), while declarative and proce-
dural knowledge refer to factual knowledge and effectiveness and social knowledge refers
to action-related knowledge.
2.4. Consumers’ attitude and behavioral intention toward sustainable fashion

products
Consumers’ awareness of environmental concerns has been increasing and green products
are increasingly available in today’s marketplace (Gam, 2011). However, environmental
consumption has not impacted on fashion purchasing decisions yet (Kim & Damhorst,
1998), because sustainable fashion products cost more, there are fewer product options,
there are disadvantages in relation to aesthetic and functional aspects and there is a lack of
relevant information. Socially and ecologically responsible consumers’ behavioral intentions
affect the entire consumption process, from pre-purchase to post-disposal (Mohr, Webb, &
Harris, 2001). Eco-friendly/sustainable consumers search for clothing which is made from
eco-friendly textiles and invest in fashion that offers ecological alternatives (Ahn, Koo, &
Chang, 2012; D’Souza et al., 2006; Mendolia, 2009). According to Park and Oh (2014),
Korean fashion consumers’ environmental knowledge affects environmental attitudes. These
results indicate that a consumer who has a high level of environmental knowledge will have
positive environmental attitudes and actual behaviors. Although sustainability interests
are gaining ground slowly, the apparel industry should use the information in this study to
develop more effective strategies for educating consumers (Kim & Ko, 2012).
3. Research methods

3.1. Hypotheses development
This study examines sustainability knowledge sources and sustainable knowledge types that
affect attitude and behavioral intention toward sustainable fashion products. Understanding
ecological and social impacts can positively impact on consumer behavior (Haron et al.,
2005). This study selected the field of public education as a knowledge source that uses a
declarative method to teach facts and methods and focuses on pedagogical understandings
of basic information (Ennis, 1994). Educators must have factual understandings about
sustainability and expert conceptual information about natural interrelationships (Rojas-
Drummond, Hernández, Vélez, & Villagrán, 1998). Procedural knowledge shows how the
system works: self-regulatory and specific strategies, procedures, methods, skills, algorithms
and techniques (Brewer & Brewer, 2010), and groups with a similar background affect
consumers’ decisions. Peer group pressure influences social comparisons through setting
values, sharing knowledge, enhancing problem solving and increasing effectiveness (Zhuge,
2002). Effectiveness knowledge relates to cost benefits or potential, and social knowledge
relates to the motivations of others (Ernst, 1994; Ernst & Spada, 1993). Corporate mar-
keting information shows strong evidence of social responsibility which creates positive
reactions by social knowledge from consumers (Brown & Dacin, 1997). In addition, con-
sumers positively relate to corporate marketing information that carries a strong sense of
social responsibility (Brown & Dacin, 1997). Based on the literature review, the following
hypotheses are developed.
H1: Sustainable knowledge sources will be positively related to sustainable knowledge types.
H1a, H1b: Public education will be positively related to sustainable knowledge types (declarative
knowledge [H1a], procedural knowledge [H1b]).
H1c, H1d: Peer influence will be positively related to sustainable knowledge types (effectiveness
knowledge [H1c], social knowledge [H1d]).
H1e, H1f: Corporate marketing information will be positively related to sustainable knowledge
types (effectiveness knowledge [H1e], social knowledge [H1f]).
In general, knowledge acts as counting one's attitude, relevance to one's beliefs and using
as experiences for future tasks (Kallgren & Wood, 1986). Declarative knowledge is used as
a precondition for attitude change (Kaiser & Fuhrer, 2003). Procedural knowledge shares
information to evaluate the ethical/environmental value of a product which has trust-
worthy sources of information. Therefore, consumers have an understanding of in-depth
consequences on the sustainable process in terms of attitude (Cervellon & Wernerfelt,
2012). Effectiveness knowledge is related to one’s behavioral decisions and attitude about
cost–benefit intentions (Kaiser & Fuhrer, 2003). Social knowledge is deeply associated with
social norms and one’s knowledge of shared social expectations (Kaiser & Fuhrer, 2003), and
is the form of social knowledge leading to the observation of one’s attitudes and behaviors.
Knowledge is associated with a greater influence on attitude toward sustainable fashion
products, which is why researchers are greatly concerned with it. Based on the literature
review, the following hypotheses are developed.
H2: Sustainable knowledge types (declarative knowledge [H2a], procedural knowledge [H2b],
effectiveness knowledge [H2c], social knowledge [H2d]) will be positively related to consumers’
attitude toward sustainable fashion products.
Attitude-relevant knowledge is useful for considering environment-related behavior
(Kallgren & Wood, 1986). This study supports the notion that precise beliefs are relevant
to an individual’s intention to capture knowledge (Bock, Zmud, Kim, & Lee, 2005; Lin, Ye,
& Bi, 2014). Declarative knowledge or information-based knowledge targets behaviors to
understand the environmental impact which leads to linear approaches in forming behavior
and motivators (Kollmuss & Agyeman, 2002). Procedural knowledge addresses conser-
vational goals and refers to behavioral intention and action (Ernst, 1994). Some findings
indicate that procedural knowledge has a greater positive impact on ecological behavior
than declarative knowledge (Levenson, 1974).
Effectiveness knowledge has significant effects on behavioral decisions regarding cost–
benefit intentions and relative conservation effectiveness (Kaiser & Fuhrer, 2003). Different
types of knowledge have effects on attitude and intention regarding ecological behavior
(Kaiser & Fuhrer, 2003). Social knowledge relates to the motives and intentions of others,
or socially shared knowledge; when the consumer has social knowledge it consists of nor-
mative beliefs (Kaiser & Fuhrer, 2003). To define which knowledge type is most related to
actual sustainable behavioral intention among four different types of knowledge, based on
the literature review, the following hypotheses are developed.
H3: Sustainable knowledge types (declarative knowledge [H3a], procedural knowledge [H3b],
effectiveness knowledge [H3c], social knowledge [H3d]) will be positively related to consumers’
behavioral intention toward sustainable fashion products.

Individuals’ beliefs about sustainability can create their behavioral intention. Their perceived
consumer effectiveness relates to their belief that their contribution will help, and links to
positive attitudes toward purchase intention (Ellen, Weiner, & Cobb-Walgreen, 1991). This
study applies the Theory of Planned Behavior (Ajzen & Fishbein, 1980) to better understand
how attitude and behavioral intention relate to sustainable fashion. Kalafatis, Pollard, East,
and Tsogas (1999) stated that the Theory of Planned Behavior can be used to predict the
attitude and behavioral intention toward purchasing environmentally friendly products.
Based on the literature review, the following hypothesis is developed.
H4: Attitude toward sustainable fashion products will be positively related to behavioral intention
toward sustainable fashion products.
3.2. Measurement
The questionnaires were organized based on scales used in previous literature. The study
compiled questionnaires from research regarding knowledge sources (Koo, Yoon, Cho, &
Noh, 2013), knowledge types (Kaiser & Fuhrer, 2003), attitude and behavioral intention
toward sustainable fashion (Huh, 1993; Jeon, Jung, & Oh, 2013; Jung & Oh, 2013). This
study used seven-point Likert scales from 1 (strongly disagree) to 7 (strongly agree) with
Exploratory Factor Analysis (EFA), Structural Equation Modeling (SEM), Confirmatory
Factor Analysis (CFA) and validity and reliability analysis by SPSS, AMOS 18.0.
3.3. Data collection and analysis

From 1 to 10 June 2014, the project conducted a pilot study using an online survey that
attracted 85 participants. The online survey used questionnaires from previous pedagogy
and sustainable education-related studies that examined various sustainable knowledge
sources and different knowledge types, attitudes and behavioral intention toward sustain-
able fashion. The pilot study indicated which questions were most reliable and examined
responses to sustainable knowledge sources and different knowledge types. The main survey
data was collected from 10 to 20 June 2014, through a total of 287 surveys of South Korean
fashion consumers aged between early 20s and late 30s; of these, data from 245 surveys
were used for this study.
Table 1. Demographics of respondents.

Item N %
Gender Male 121 49.4
Female 124 50.6
Age 20–25 63 25.7
25–30 76 31.0
30–35 99 40.4
35–40 7 2.8
Level of education High school graduate 7 2.9
Graduated from community college, Attending University 98 40.0
University graduate 71 29.0
Enrolled in graduate school 46 18.8
Graduated from graduate school 23 9.4
Expenditure Less than US $50 32 13.1
More than US $50, less than US$100 59 24.1

More than US$800 4 1.6
Income Less than US $1,000 9 3.7
More than US $1,000, less than US$3,100 35 14.3
More than US$ 9,000 48 19.6
Marriage status Single 194 79.2
Married 51 20.8
N = 245 Total = 100.0%
Note: 1 US dollar currency is 1,113 KRW as of March 2015.
4. Results
4.1. Demographic analysis
A total of 245 samples were collected from fashion consumers in South Korea. Participants
were in their early 20s to late 30s; 139 were in the age group 20–29 (51.7%) and 106 were
aged 30–39 (43.2%). Gender was almost equally distributed: 49.4% were men and 50.6%
were women. The sample displays a high level of education: the majority of respondents are
either community college graduates, attending university (n = 98, 40.0%), university gradu-
ates (n = 71, 29.0%), enrolled in graduate school (n = 18.8%) or graduate school graduates
(n = 23, 9.4%). Table 1 shows the demographic characteristics of the sample.
4.2. Discriminant validity test

The study tested validity and reliability for the constructed survey questionnaires. For inter-
nal consistency, each of the variable coefficients were higher than 0.6 of Cronbach α (Table
2). For an accurate assessment, this study conducted SEM and CFA using AMOS 18.0.
The research model is qualified as follows: χ²/df value is lower than 3; GFI and AGFI is
greater than 0.8; RMSEA is lower than 0.08; NFI, TLI and IFI are greater than 0.9 (Bagozzi
& Yi, 1988). The maximum likelihood of CFA was conducted by 25 indicators of nine latent
constructs. The goodness-of-fit test of the initial measurement model is: χ²/df = 1.548, p
< .05, comparative fit index; CFI = 0.977 and RMSEA = 0.046. Convergent validity can be
measured by the following value: AVE is greater than 0.5 except in the case of procedural
knowledge (0.319); CR is greater than 0.7 (Bagozzi & Yi, 1988; Lee, Choo, & An, 2011). Table
Table 2. The results of EFA and CFA.

Variables Factors Questionnaires Factor loadings Standardized factor AVE CR C. α
(EFA) loading (CFA)
Sustainable Public education Encourage awareness and responsibility 0.765 0.870 0.731 0.749 0.845
knowledge How to prevent environmental damage 0.748 0.841
sources Peer influence Decision factor of peer education 0.646 0.746 0.607 0.717 0.819
The most influential factor on sustainable 0.667 0.814
consumption behavior
Trustfulness of peer education 0.728 0.776
Corporate market- Information reliability 0.542 0.721 0.564 0.718 0.792
ing information Company's sustainable activities contents 0.563 0.754
Eco-friendly marketing contents 0.578 0.777
Sustainable Declarative knowl- Information about manufacturing system 0.606 0.714 0.501 0.68 0.746
knowledge edge Textile dyeing factor 0.616 0.577
types Requirement resource of dyeing and finishing 0.666 0.785
Information on special finishing of fabric 0.598 0.739
Procedural knowl- The finishing process of apparel production 0.697 0.510 0.319 0.422 0.645
edge The chemical pollutants produced during the 0.638 0.956
process of natural fibers
Effectiveness Behavior affects consumers’ attitude 0.762 0.823 0.717 0.814 0.883
knowledge Clothing recycling activities influenced to 0.783 0.919
reduce clothing waste
Prevent water pollution 0.737 0.797
Social knowledge One's use of recycling products can contribute 0.496 0.742 0.556 0.546 0.714
to resource savings
I am against animal experiments for tested 0.541 0.748
products
Note: χ² = 60.133, df = 38, (χ²/df = 1.548), GFI = 0.865, NFI = 0.942, TLI = 0.960, CFI = 0.977, RMSEA = 0.046.
Journal of Global Fashion Marketing
111
Table 3. Construct inter-correlation matrix.

PE PI CMI DK PK EK SK ATSFP BISFP
PE 0.731
PI 0.149 0.607
CMI 0.608 0.338 0.564
DK 0.346 0.221 0.475 0.501
PK 0.002 0.743 0.001 0.004 0.319
EK 0.121 0.096 0.294 0.171 0.001 0.717
SK 0.480 0.089 0.473 0.295 0.014 0.319 0.556
ATSFP 0.235 0.233 0.307 0.155 0.001 0.203 0.335 0.705
BISFP 0.194 0.064 0.063 0.063 0.122 0.088 0.167 0.356 0.296
a: Average Variance Extracted (AVEs) for each construct are displayed on the diagonalb: Numbers below the diagonal
are the squared correlation estimates between the two constructs
Note: PE =Public education, PI=Peer influence, CMI=Corporate marketing information, DK=Declarative knowledge,
PK=Procedural knowledge, EK=Effective knowledge, SK=Social knowledge, ATSFP=Attitude toward sustainable fashion
products, BITSFP=Behavioral intention towards sustainable fashion products.
2 shows generally acceptable levels. Correlation matrix test was followed by confirmatory
factor analysis to assess the variables in research model. Table 3 shows AVE values that are
greater than the squared value of expected procedural and social knowledge values.
4.3. Results
The results of fashion consumers’ sustainability knowledge sources, knowledge types, atti-
tudes and behavioral intentions toward sustainable fashion products showed that the fit
was within the acceptable thresholds (χ² = 442.525, df = 234, χ²/df = 1.891, p < .001), GFI
= 0.871, AGFI = 0.835, RMSEA = 0.069, IFI = 0.925, TLI = 0.910, CFI = 0.923). The results
of the hypotheses are summarized in Table 4 .
H1 proposes that public education is positively related to declarative and procedural
knowledge. The results support H1a: public education affects declarative knowledge (β =
.653, p < .001), which indicates that declarative knowledge can help receivers distinguish
between declarative knowledge and personal attitudes. H1b, proposing that public educa-
tion is positively related to procedural knowledge, is not supported (β = .014, p < .830).
Procedural knowledge allows individuals to solve specific problems and tasks relevant to
a particular subject (Rojas-Drummond et al., 1998). However, public education did not
provide procedural knowledge; pre-defined concepts were memorized, rather than learning
how to apply the knowledge to real processes. H1c, which proposes that peer influence is
positively related to effectiveness knowledge, is not supported (β = −.015, p < .867). Peer
influence actually encourages desirable attitudes, knowledge, and behaviors as well as dis-
courages undesirable attitudes and behaviors (Advocate for Youth, 2008). H1d states that
peer influence is not positively related to social knowledge (β = −.174, p < .066). Compared
with public education and corporate marketing information, peer influence was not related
to social knowledge. H1e proposes that corporate marketing information is positively related
to effectiveness knowledge. The analysis of the relationship between corporate marketing
information and effectiveness knowledge (β = .562, p < .001) indicates that the level of
trust does affect an organization’s willingness to share knowledge (Huener, von Krough, &
Roos, 1998; Ko, Hwang, & Kim, 2013). H1f states that corporate marketing information,
via business strategy and social knowledge, is positively related to generating effective-
ness knowledge. H1f states that corporate marketing information is positively related to
Table 4. Results of testing hypotheses.

No Relationship between variables Estimates S.E. t-value Results
H1 Sustainable knowledge sources→Sustainable knowledge types
H1a Public education→Declarative knowledge 0.653 0.104 7.969*** Supported
H1b Public education→Procedural knowledge 0.014 0.082 0.215 Not Supported
H1c Peer influence→Effectiveness knowledge −0.015 0.090 −0.167 Not Supported
H1d Peer influence →Social knowledge −0.174 0.106 −1.838 Not Supported
H1e Corporate marketing information → 0.562 0.091 5.912*** Supported
Effectiveness knowledge
H1f Corporate marketing information→Social 0.876 0.113 7.274*** Supported
knowledge
H2 Sustainable knowledge types→ Attitude toward sustainable fashion products
H2a Declarative knowledge→Attitude toward 0.083 0.096 1.090 Not Supported
sustainable fashion products
H2b Procedural knowledge→Attitude toward 0.028 0.084 0.517 Not Supported

H2c Effectiveness knowledge→Attitude toward 0.209 0.101 2.881** Supported
H2d Social knowledge→Attitude toward sus- 0.460 0.125 4.881*** Supported
tainable fashion products
H3 Sustainable knowledge types→ Behavioral intention toward sustainable fashion products
H3a Declarative knowledge→Behavioral inten- −0.019 0.102 −0.210 Not Supported
tion toward sustainable fashion products
H3b Procedural knowledge->Behavioral inten- 0.271 0.116 1.777 Not Supported
tion toward sustainable fashion products
H3c Effectiveness knowledge→Behavioral 0.003 0.106 0.038 Not Supported
intention toward sustainable fashion
products
H3d Social knowledge→Behavioral intention 0.105 0.131 0.893 Not Supported
toward sustainable fashion products
H4 Attitude toward sustainable fashion 0.536 0.160 4.436*** Supported
products→Behavioral Intention toward
Note: χ² = 442.525, df = 234, (χ²/df = 1.891), GFI = 0.871, IFI = 0.925, TLI = 0.910, CFI = 0.923, RMSEA = 0.069.
generating effectiveness knowledge through the corporate marketing information strategy

and social knowledge (β = .876, p < .001). This proves that corporate social responsibility
strategies share a link between social initiatives and demonstrates positive affective, cogni-
tive and behavioral responses by consumers (Brown & Dacin, 1997). These results support
both H1e and H1f.
H2 proposed that different sustainable knowledge types are positively related to attitude
toward sustainable fashion products. H2a (β = .083, p < .276) is not supported due to the
tested consumers’ generally limited experience in sustainable knowledge. H2b tests the
positive relation between procedural knowledge and attitudes toward sustainable fashion
products (β = .028, p < .605). Procedural knowledge motivates consumers when information
process and proceedings may not apply, because the information is weighed with differ-
ent types of knowledge (Shen, 2008). Procedural knowledge is related to the consumers’
decision-making process, providing increased accessibility of knowledge that stems from
different prior experiences. As a result of inconsistent responses, H2b is not supported.
H2c shows that effectiveness knowledge is positively related to attitude toward sustainable
fashion products (β = .209, p < .004). The result supports that sharing effectiveness knowl-
edge influences an individual’s attitude toward sustainable fashion products (Kwok & Gao,
2005). H2d proposes that social knowledge influences attitude toward sustainable fashion
products (β = .460, p < .001). This leads to ecological behaviors, determined by what others
do, which leads to the creation of motives and observations for other behaviors (Ernst, 1994).
H3 proposes that different sustainable knowledge types are positively related to behavio-
ral intention toward sustainable fashion products. Declarative knowledge theory is a guide
with conceptual instruction to solve an absolute question, such as a mathematical equation,
that does not require physical action (Glasson, 1989). Therefore, H3a is classified as an
ineffective factor for influencing behavioral intention toward sustainable fashion products
(β = −.019, p < .834). H3b proposes that procedural knowledge influences attitude toward
sustainable fashion products (β = .271, p < .076). Although procedural knowledge is closer
to actual action than declarative knowledge, previous empirical research indicates that
declarative knowledge is more effective with regard to ecological behavior (Smith-Sebasto
& Fortner, 1994). For this study, neither declarative nor procedural knowledge (H3a and
H3b) are supported. H3c proposes that effectiveness knowledge will be positively related
to behavioral intention toward sustainable fashion products (β = .003, p < .970). H3d states
that social knowledge will be positively related to behavioral intention toward sustainable
fashion products (β = .105, p < .372). Social knowledge can be shared socially and assumed
through common sense by observing others’ behavior (Ernst, 1994). H3c and H3d are not
supported.
H4 describes how positive Korean consumer attitude and behavioral intention toward
sustainable fashion products (β = .536, p < .001) are related. The relation of the two variables
shows significant impact. Therefore H4 is supported.
5. Conclusion and implications

This study aimed to observe the current level of sustainable knowledge and attitudes among
fashion consumers and determines a correlation between different levels of knowledge and
spending behavioral intention. The research results indicate that Korean consumers have
a relatively low understanding of the concept of sustainability. Even those who were aware
of it did not recognize the relationship between sustainability and fashion, and highly rely
on corporate marketing information as a sustainable knowledge source channel. The results
of the study can be summarized as follows.
First, considering public education shows that the consumers responded positively to
declarative knowledge. This result shows that the survey participants rely only on declarative
knowledge. In order to increase consumers’ sustainable knowledge, it is necessary for public
education to provide a more action-based curriculum supported by accurate information on
sustainability (Gardner & Stern, 1996). Peer influence is ineffective; the survey participants
do not rely on sustainable knowledge from their peers. Previous studies support the notion
that youth receive information about HIV prevention or consultation, drinking, and other
risk factors from peers (National Institute on Alcohol Abuse & Alcoholism, 2002; UNAIDS,
1999). Therefore, this type of knowledge is not necessarily reliable in terms of sustainable
education. The survey participants’ responses show that corporate marketing information
has positive effects on effectiveness and social knowledge. The Korean fashion industry cur-
rently focuses on environmental and social concerns as a key marketing strategy; the group
of consumers in their 20s to late 30s are most likely to absorb knowledge and messages sent
by fashion brands, and to have their attitude and behavioral intention toward sustainable
fashion products influenced. General Korean consumers have trust in and high expectations
of corporations’ social activities (Park, Kim, Lee, & Ackerman, 2014). Corporate marketing
information shows that effectiveness knowledge and social knowledge positively influences
attitude toward sustainable fashion products. Consumers prefer knowledge which leads
to financial benefits and behavioral outcomes (Kaiser & Fuhrer, 2003). The results also
indicate that Korean consumers need to gain knowledge on environmental impacts of
fashion businesses through corporate marketing information, channel effectiveness and
social knowledge (Nam, Kim, & Noh, 2007). Lastly, attitudes toward sustainable fashion
products positively affect behavioral intention toward sustainable fashion products. Previous
studies show that a positive attitude toward sustainable fashion products is an important
starting point for sustainable consumption, in order to determine why a gap occurs between
consumers and sustainable consumption (Ajzen & Fishbein, 1980).
Second, the relationship between sustainability knowledge types and attitudes toward
sustainable fashion products results shows that effectiveness and social knowledge have
positive effects on attitudes toward sustainable fashion products. Korean consumers are
affected by potential-based knowledge and social norms. This result shows that cultural
background may affect consumer knowledge. This supports the notion that Korean con-
sumers are impacted more by effectiveness and social knowledge on sustainable fashion
products (Kim, 2011).
The study examines sustainable knowledge sources, sustainability knowledge types and
sustainable consumer behavior toward sustainable fashion products. If consumers have more
knowledge of the concept, they will be more likely to engage in environmentally respon-
sible consumption (Birgelen, Semejin, & Keicher, 2009). The research results show that
consumers have a higher understanding of the accessibility of sustainable apparel if fashion
companies make efforts to spread knowledge on sustainability. This supports the results of
Kalafatis et al.’s (1999) research, which found that corporate green/sustainability market-
ing information is positively related to consumers’ attitudes and behavioral intentions. To
appeal to consumers to support sustainable fashion products, companies should provide
an action-based curriculum supported by accurate information to encourage purchasing
of sustainable products. Through the combination of education as a knowledge source and
corporate marketing information strategies, the concept of sustainability will become more
attractive to consumers and they will be more open to experiencing sustainable fashion
(Kim, 2015). Sustainability should be identified as a sequential concept, developed through
marketing and educational curricula.
6. Limitations and future research

This study analyzes Korean fashion consumers’ levels of sustainable knowledge and their
behavioral intention toward sustainable fashion products. Literature regarding types of
sustainable knowledge in the fashion industry is limited. Thus, this study cites academic
reviews on other research topics such as peer education’s influence on drinking prevention
and behaviors (UNAIDS, 1999). In addition, pedagogy studies are used to categorize and
clarify the definition of knowledge types. Lastly, this study focuses on identifying the dif-
ferent sources and types of knowledge, and exploring their impact on fashion consumers.
The study focuses on identifying types of knowledge or education with the greatest impact
on fashion consumers.
By designing research aimed at different fashion consumer types, future studies can pro-
vide implications for marketers to effectively target consumers. Lastly, future research can
explore cross-cultural studies to compare the level of sustainability education and cultural
difference affecting consumers’ perceptions of sustainable consumer behavior toward sus-
tainable fashion products. Comparing advanced countries’ status on sustainable education
with that of an introductory-level country like Korea will give more generalizable results and
evidence of cultural effects on sustainable consumer behavior toward sustainable fashion
products.
Disclosure statement
No potential conflict of interest was reported by the authors.
Funding
This work was supported by the National Research Foundation of Korea Grant funded by the Korean
Government (NRF-2015R1A2A2A04005218)
ORCID
Eunju Ko http://orcid.org/0000-0002-3130-5427
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Journal of Global Fashion Marketing

Bridging Fashion and Marketing

ISSN: 2093-2685 (Print) 2325-4483 (Online) Journal homepage: http://www.tandfonline.com/loi/rgfm20

Understanding fashion consumers’ attitude and

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Understanding fashion consumers’ attitude and behavioral

ABSTRACT ARTICLE HISTORY

CORRESPONDENCE TO Eunju Ko ejko@yonsei.ac.kr

Figure 1. Results of structural equation model.

2. Literature review

Today’s sustainability marketing initiatives in the fashion business focus on environ-

2.2. Sustainable knowledge sources

2.3. Different sustainability knowledge types

2.4. Consumers’ attitude and behavioral intention toward sustainable fashion

3. Research methods

behavioral intention toward sustainable fashion products.

3.3. Data collection and analysis

Table 1. Demographics of respondents.

More than US $100, less than US$300 104 42.4

4.2. Discriminant validity test

Table 2. The results of EFA and CFA.

Table 3. Construct inter-correlation matrix.

products, BITSFP=Behavioral intention towards sustainable fashion products.

Table 4. Results of testing hypotheses.

H2b Procedural knowledge→Attitude toward 0.028 0.084 0.517 Not Supported

generating effectiveness knowledge through the corporate marketing information strategy

5. Conclusion and implications

6. Limitations and future research

retail setting. Journal of Business Research, 66, 1709–1715.

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