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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.26 no.3, 2018년, pp.377 - 389
Consumer interest in eco-friendly fashion products has been consistent. While most relevant research emphasizes individual morals and environmental concern as the most crucial determinants to eco-friendly consumption behavior, more recent studies point out that in so doing there has been somewhat a ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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패션시장의 특징은 무엇인가? | 친환경제품에 대한 소비자의 관심은 이미 수 년 전부터 패션 시장에서도 역시 주요 화두이다. 패션시장은 전통적으로 제품생산과정에서 친환경적이지 못한 다양한 이슈, 가령 합성재료, 환경오염 혹은 제품폐기의 문제 등을 필연적으로 내포하고 있는데, 이러한 생산 과정 및 폐기 단계에서 발생하는 환경오염 문제에 대한 일반인의 인식이 높아지면서 친환경적 이미지와 실천이 기업 평가에서 중요한 요인으로 부상되었다(Chan & Wong, 2012; Lai, Cheng, & Tang, 2010; Rothenberg & Matthews, 2017). 이와 맞물려, 패션 기업들은 친환경적 기업 이미지 형성을 위한 다양한 마케팅 활동에 투자하고 있다. | |
패션 기업들이 친환경적 기업 이미지를 위해 행하는 마케팅 활동은 무엇이 있는가? | 이와 맞물려, 패션 기업들은 친환경적 기업 이미지 형성을 위한 다양한 마케팅 활동에 투자하고 있다. 가령 소비자의 높아진 눈높이와 환경인식의 욕구를 반영하여 다양한 업사이클 재료를 활용한 제품생산을 시도하거나, 폐기되는 원단을 최소화하기 위한 제품공정을 개발하는 등 폐기물을 줄이고 환경기여도를 높이는 방법 등이 도입되어 왔다(Chan & Wong, 2012; Lai et al., 2010). 더불어 친환경이라는 키워드는 패션 브랜드에서 일상적으로 등장하는 마케팅 캠페인의 주요 테마가 되었다(Ng, Butt, Khong, & Ong, 2014; Sundar &Kellaris, 2017). | |
친환경 브랜드의 마케팅 요소에 대해 환경인식이 강한 소비자는 어떻게 영향을 받는가? | 본 연구에서 환경인식의 개념은 이러한 일반 소비 환경에서의 관여의 역할과 유사하게 발휘된 것으로 해석된다. 즉, 환경인식이 강한 소비자들은 그렇지 않은 소비자들에 비해 친환경 브랜드의 마케팅 요소들에 대해 보다 엄격한 기준으로 평가하며, 실제로 친환경적인 내용을 본인의 의지와 분별로 평가하며, 매장인테리어의 색상 요소의 영향을 덜 받는 것으로 나타났다. 더불어 이러한 친환경 제품 판매 상황에서 매장 인테리어 색상은 중심적 마케팅 요소가 아닌 중요하지 않은 주변적 마케팅 요소로서 환경인식이 높은 소비자들에게 처리되고 있음을 유추할 수 있었다. |
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