패션 소비자의 도덕적 정체성과 공감성향이 윤리적 소비태도 및 기부행동에 미치는 영향The effects of fashion consumers’ moral identity and empathy propensity on ethical consumption attitude and donation behavior
- Authors
- 이은진
- Issue Date
- 2021
- Publisher
- 복식문화학회
- Keywords
- fashion consumer; moral identity; empathy propensity; ethical consumption attitude; donation behavior; 패션 소비자; 도덕적 정체성; 공감성향; 윤리적 소비태도; 기부행동
- Citation
- 복식문화연구, v.29, no.3, pp 307 - 327
- Pages
- 21
- Journal Title
- 복식문화연구
- Volume
- 29
- Number
- 3
- Start Page
- 307
- End Page
- 327
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/62916
- DOI
- 10.29049/rjcc.2021.29.3.307
- ISSN
- 1226-0401
- Abstract
- This study analyzed the effects of fashion consumers’ moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.
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