Environmental Perspectives and Consumer Behavior: Assessing the Drivers of Sustainable Fashion in South Korea

In this study, the Theory of Planned Behavior (TPB) is extended to examine factors influencing consumer purchase intentions toward sustainable fashion products. This extended model integrates environmental knowledge, environmental concern, and self-efficacy. A survey targeting Korean men and women aged 21 to 65 was conducted using convenience sampling, resulting in 238 valid responses. Regression analysis revealed that attitude, subjective norm, perceived behavioral control, self-efficacy, and environmental knowledge significantly affect consumers’ intentions to purchase sustainable fashion, with attitude being the most influential factor. Contrary to expectations, environmental concern did not significantly impact purchase intentions. Additionally, the study finds that women are more inclined to purchase sustainable fashion products, and individuals with experience in textile fashion demonstrate a higher likelihood of such purchases. These findings offer valuable insights for businesses and policymakers in developing strategies to promote sustainable fashion products and enhance their adoption among consumers.