A Cross-Cultural Study on the Value of Sustainable Fashion Consumption Based on the Theory of Planned Behavior and Its Impact on Purchase Intentions Among Chinese and Korean Consumers

Based on the Theory of Planned Behavior, this study systematically examines the influence mechanism of sustainable fashion consumption value perception on purchase intention among Chinese and Korean consumers, while also delving into the moderating effect of environmental concern between consumption value and purchase intention. Using a questionnaire survey method, the study collected 1,308 valid samples from university students in China and South Korea (716 Chinese samples, 592 Korean samples), employing quantitative analysis with SPSS 26.0 and AMOS 26.0.0. The research constructed an influence pathway model for sustainable fashion consumption behavior, using the five dimensions of consumption value (functional value, social value, emotional value,precious value, ethical value) as its theoretical framework. Empirical findings reveal: Each dimension of consumer value significantly and positively influences purchase intention among Chinese and Korean consumers. - Environmental concern significantly moderates the relationship between consumer value and purchase intention. Significant cross-cultural differences exist in the relationship between consumer value perception and purchase intention between Chinese and Korean consumers. Additionally, gender significantly moderates consumer value perception, providing crucial insights for targeted marketing strategies. These findings not only provide empirical support for fashion enterprises in positioning sustainable fashion products but also offer robust backing for theoretical advancement and practical innovation in sustainable fashion.