친환경 패션 마케팅 믹스 전략 연구

@article{ART001559178},
author={ 김민경 and 유지헌 },
title={친환경 패션 마케팅 믹스 전략 연구},
journal={복식문화연구},
issn={1226-0401},
year={2011},
volume={19},
number={3},
pages={637-649},
doi={10.29049/rjcc.2011.19.3.637},
url={http://dx.doi.org/10.29049/rjcc.2011.19.3.637}

TY - JOUR
AU - 김민경
AU - 유지헌
TI - 친환경 패션 마케팅 믹스 전략 연구
T2 - 복식문화연구
PY - 2011
VL - 19
IS - 3
PB - 복식문화학회
SP - 637-649
SN - 1226-0401
AB - Environmental protection has become more important than ever because of increasing environmental pollution and abnormal climatic changes caused by the depletion of resources from industrial activities. Fashion products can create various environmental pollutants during the production process. Since they are in direct contact with the body, the environment-friendly features for the fashion industry will become increasingly important and the necessity to execute a detailed study regarding the environment-friendly fashion marketing will also become increasingly important. The purpose of this study was to segment the levels of environment-friendly fashion marketing mixes, that analyze the relationship between consumer decision-making factors and purchasing intentions. We propose effective several marketing strategies. A total of 457 questionnaires were analyzed using frequency analysis, t-tests, correlation analysis, regression analysis, and ANOVA in SPSS. The results are as follows: First, environment-friendly fashion products were segmented into four groups, environment-friendly materials, environment-friendly production, environment-friendly management, and recycling/ disuse of products. Second, the promotion of environment-friendly fashion products were highly ranked, followed by materials used, distribution methods, and production management. Third, women considered usage, management, and price for environment-friendly fashion products as more important than men did. Finally, a total of 39.4% of the respondents had purchased environment-friendly fashion products, with a preference to buy environment-friendly underwear, outerwear, bags, shoes, and accessories. By establishing and executing the environment-friendly fashion marketing mixes, fashion companies execute successful marketing activities in both domestic and international markets.
KW - 친환경 패션, 마케팅 믹스, 제품 구매 의도, 소비자 특성
DO - 10.29049/rjcc.2011.19.3.637
UR - http://dx.doi.org/10.29049/rjcc.2011.19.3.637
ER -

김민경 and 유지헌 (2011). 친환경 패션 마케팅 믹스 전략 연구. 복식문화연구, 19( 3), 637- 649.

김민경 and 유지헌 . 2011, “친환경 패션 마케팅 믹스 전략 연구”, 복식문화연구, vol. 19, no. 3, pp. 637-649. Available from: doi:10.29049/rjcc.2011.19.3.637

김민경 유지헌 et al. “친환경 패션 마케팅 믹스 전략 연구” 복식문화연구 19.3 pp. 637-649 (2011): 637.

김민경 , 유지헌 . 친환경 패션 마케팅 믹스 전략 연구 복식문화연구 [Internet]. 2011; 19( 3), : 637-649. Available from: doi:10.29049/rjcc.2011.19.3.637

김민경 and 유지헌 . “친환경 패션 마케팅 믹스 전략 연구” 복식문화연구 19, no.3 (2011): 637-649. doi: 10.29049/rjcc.2011.19.3.637

홈 권호 목록 논문 목록 논문 상세

친환경 패션 마케팅 믹스 전략 연구

복식문화연구

약어 : -

2011, vol.19, no.3, pp.637 - 649

DOI : 10.29049/rjcc.2011.19.3.637

발행기관 : 복식문화학회

연구분야 : 생활과학

김민경¹ , 유지헌²

¹상명대학교

²상명대학교

인용한 논문 수 : 7 서지 간략 보기

초록

Environmental protection has become more important than ever because of increasing environmental pollution and abnormal climatic changes caused by the depletion of resources from industrial activities. Fashion products can create various environmental pollutants during the production process. Since they are in direct contact with the body, the environment-friendly features for the fashion industry will become increasingly important and the necessity to execute a detailed study regarding the environment-friendly fashion marketing will also become increasingly important. The purpose of this study was to segment the levels of environment-friendly fashion marketing mixes, that analyze the relationship between consumer decision-making factors and purchasing intentions. We propose effective several marketing strategies. A total of 457 questionnaires were analyzed using frequency analysis, t-tests, correlation analysis, regression analysis, and ANOVA in SPSS. The results are as follows: First, environment-friendly fashion products were segmented into four groups, environment-friendly materials, environment-friendly production, environment-friendly management, and recycling/ disuse of products. Second, the promotion of environment-friendly fashion products were highly ranked, followed by materials used, distribution methods, and production management. Third, women considered usage, management, and price for environment-friendly fashion products as more important than men did. Finally, a total of 39.4% of the respondents had purchased environment-friendly fashion products, with a preference to buy environment-friendly underwear, outerwear, bags, shoes, and accessories. By establishing and executing the environment-friendly fashion marketing mixes, fashion companies execute successful marketing activities in both domestic and international markets.

키워드

친환경 패션, 마케팅 믹스, 제품 구매 의도, 소비자 특성

참고문헌(20)

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