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The Effect of Empathy Value of Chinese Female University Students on Affection with Sustainable Fashion Products on Affection and Purchase Intention

  • Journal of Internet of Things and Convergence
  • Abbr : JKIOTS
  • 2024, 10(3), pp.35-48
  • Publisher : The Korea Internet of Things Society
  • Research Area : Engineering > Computer Science > Internet Information Processing
  • Received : April 28, 2024
  • Accepted : June 2, 2024
  • Published : June 30, 2024

Yi-Fei Wu 1 YoungSook Lee 1

1동명대학교

Accredited

ABSTRACT

This study analyzed the value empathy of environmentally sustainable fashion products, encompassing environmental, economic, and social values, drawing from existing literature. We sought to verify the relationship between empathic value and the likability and purchase intention towards these products. To validate these relationships, we formulated research hypotheses and conducted an online survey targeting female college students residing in Guangzhou, Guangdong Province, China, who have experience purchasing environmentally sustainable fashion products. The survey was conducted from August 10th to August 20th, 2023, with a total distribution of 352 questionnaires. Among the collected responses, 313 valid responses were utilized for data analysis. The collected survey data underwent frequency analysis, exploratory factor analysis, reliability and validity analysis, correlation analysis, and multiple regression analysis using SPSS 26.0 software. The analysis yielded the following results. First, the empathy value of environmentally sustainable fashion products was classified into environmental protection values, economic values, and social values. Second, the economic and social values of environmentally sustainable fashion products were found to have a positive effect on favorability. Third, it was found that the environmental protection value and social value of environmentally sustainable fashion products had a positive effect on purchase intention. Fourth, it was found that Chinese female college students' favorability toward environmentally sustainable fashion products had a positive effect on their purchase intention. Based on these results, it is judged that companies need to emphasize the characteristics of products such as environmental protective value, economic value, and social value in order to promote consumers' purchase of environmentally sustainable fashion products. The purpose of this study is to help develop marketing strategies for environmentally sustainable fashion products by providing basic data, development ideas, and methods useful for environmentally sustainable fashion-related industries and companies by analyzing the relationship between empathy value, favorability, and purchase intention.

Citation status

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