Sustainability and Social Responsibility

A Study on Influencing Factors of South Korean Consumers’ Attitude and Purchase Intention for Sustainable Textile Fibers: Focusing on the Extended Theory of Planned Behavior (ETPB)

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Abstract

While the global market for sustainable textile fibers continues to grow, there is still a substantial gap between consumers’ attitude, intention, and behavior regarding sustainable textile products. This study thus aims to: 1) investigate the major drivers and barriers and their relative importance in shaping Korean consumers’ preferences for sustainable textile fibers; and 2) empirically examine the factors influencing Korean consumers' sustainable textile fiber consumption attitudes and intentions based on the Extended Theory of Planned Behavior (ETPB). 

Consistent with previous studies, the acceptance of sustainable textile fibers was found to be facilitated by environmental awareness whereas being hindered by price and management difficulties. The findings of this study suggest that providing enough information on sustainable textile fibers can mitigate or capitalize on consumer biases and foster more sustainable choices and behaviors. Therefore, it is recommended to devise effective communication strategies that can disseminate messages on sustainable textile fibers’ environmental benefits.

Keywords: sustainable textile fiber, sustainable fashion, the Extended Theory of Planned Behavior

How to Cite:

Kim, Y., Yu, M., Song, M. & Lee, Y., (2024) “A Study on Influencing Factors of South Korean Consumers’ Attitude and Purchase Intention for Sustainable Textile Fibers: Focusing on the Extended Theory of Planned Behavior (ETPB)”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17471