의류소재 추구혜택이 천연염색 제품에 대한 태도와 구매의도에 미치는 영향

Effects of Fabrics Benefits Sought on Attitude and Purchase Intention toward Natural Dyed Product for Apparel

This study was performed to identify the effects of fabric benefits sought on attitude and purchase intention toward natural dyed product for apparel. The data were collected from am sample of 111 female consumers aged from 20 to 50. The data were analyzed by descriptive statistics, factor analysis, t-test, ANOVA, and regression analysis. Fabrics benefits sought were classified into six factors: functional, eco-friendly, aesthetic and unique fabrics. There were partially significant differences according to demographic characteristics in fabric benefits sought. The attitude toward natural dyed product for apparel consisted of two factors: emotional and cognitive attitude. Eco-friendly factor of fabric benefits sought affected on the emotional attitude toward natural dyed product for apparel. Also, eco-friendly and functional fabrics benefits factor affected on the cognitive attitude toward natural dyed product. There was a positive relationship between the purchase intention and the emotional attitude toward natural dyed product for apparel.