Consumer Behavior

A Study on Perceptions and Consumption Values of Ethical Consumption by Using Social Media Big Data

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Abstract

The 2018 Sustainable Ethical Fashion Global Forum predicted that ethical fashion would outpace fast fashion by expanding its market base through a reasonable value-for-money policy forum (2018 Sustainable ethical fashion global forum, 2018). Most ethical consumption-related research conducted has primarily analyzed the characteristics of ethical consumers through surveys and interviews. This study aims to identify and analyze consumption values and perceptions on social media using big data analytics. This research uses Korean representative search sites to collect and analyze the data about the keywords “Ethical Consumption” from January 1, 2014, to December 31, 2018, using the social matrix program Textom (by IMC Inc.). We then analyze and visualize the network by using UCINET 6. This study examines the lower dimensions of ethical consumption and the perception of ethical consumption in social media, and the consumption value related to each lower dimension, comparing and analyzing changes over time.

Keywords: Big data, Consumption value, Text mining, Sentiment analysis

How to Cite:

Koh, A., Shin, E. & YIM, S., (2019) “A Study on Perceptions and Consumption Values of Ethical Consumption by Using Social Media Big Data”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.9578