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MZ세대의 윤리적 소비성향이 사회적 기업의 패션상품 구매의도에 미치는 영향open accessEffect of the Ethical Consumption Tendency of Millennials and Members of Generation Z on the Purchase Intention of Social Enterprise Fashion Products

Other Titles
Effect of the Ethical Consumption Tendency of Millennials and Members of Generation Z on the Purchase Intention of Social Enterprise Fashion Products
Authors
이상권정인희조윤진
Issue Date
2022
Publisher
대한가정학회
Keywords
Generation MZ; social enterprises; ethical consumption tendency; purchase intention
Citation
Family and Environment Research, v.60, no.3, pp.443 - 458
Indexed
KCI
Journal Title
Family and Environment Research
Volume
60
Number
3
Start Page
443
End Page
458
URI
https://scholarworks.bwise.kr/gnu/handle/sw.gnu/2080
DOI
10.6115/fer.2022.029
ISSN
2288-3541
Abstract
Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, <i>t</i>-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.
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건설환경공과대학 (텍스타일디자인학과)
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