ScholarWorks@경상국립대학교

초록

With the growing importance of sustainable fashion and the rising role of social enterprises in addressing environmental and social challenges, this study examines the effects of egoistic and biospheric values on Generation Z male consumers’ willingness to pay a premium for social enterprise fashion products. Data were collected through an online survey from 208 Generation Z male respondents. Using partial least squares structural equation modeling(PLS-SEM), the analysis revealed that both value orientations significantly influenced attitudes, strongly affecting purchase intentions and willingness to pay a premium. Purchase intention likewise had a significant effect on willingness to pay a premium. In addition, the mediating effects of attitude and purchase intention were confirmed. Compared to the egoistic value, the biospheric value showed a more significant effect in indirect influence through the sequential path from attitude to purchase intention and ultimately to willingness to pay a premium. The findings provide practical implications for sustainable fashion brands, highlighting that integrating self-oriented benefits with ecological appeals can broaden consumer engagement and strengthen premium pricing strategies. This study contributes to the sustainable consumption literature by elucidating the value-attitude-behavior pathway within a specific demographic, highlighting the positive impact of contrasting value orientations.

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