Push-Pull-Mooring 이론을 활용한 지속가능한 패션 소비로의 전환 의도 영향요인 분석

Abstract

Despite the increasing awareness of eco-friendly consumption, particularly among the Millennial and Generation Z cohorts (MZ generations), in practice, sustainable fashion consumption is not yet widely adopted. It is posited that the shift in consumer perception has not yet translated into tangible purchasing behavior. Therefore, the primary objective of this study is to identify the factors that influence consumers’ intention to switch to sustainable fashion consumption and to explore the specific measures required to promote sustainable consumption in the fashion industry. Drawing upon the Push–Pull–Mooring (PPM) theory, this study investigates the factors that affect Korean consumers and their impact on consumers’ intentions to embrace sustainable fashion consumption. The findings indicate that perceived environmental and economic risks, along with perceived functional, emotional, and intellectual values, exert influence on both the push and pull effects driving switching intentions. Moreover, prior knowledge and perceptions of sustainable fashion were found to significantly influence consumers’ intentions to switch towards sustainable fashion consumption. Furthermore, the mooring effect, switching costs, and inertia also play a role in influencing switching intentions, with consumer inertia particularly moderating the pull effect. Consequently, the findings from this study regarding the relationship between consumer switching intentions and the factors influencing sustainable fashion consumption can be effectively utilized to develop a marketing environment conducive to sustainable fashion markets.