대학생의 패션라이프스타일 집단에 따른 환경친화적 구매행동

The Environment-Friendly Purchasing Behaviors of University Students by the Fashion Lifestyle Groups

본 연구는 대학생의 패션라이프스타일 집단별 의류제품 구매단계에서 환경친화적 행동의 차이를 살펴보자 하였다. 분석결과 첫째, 패션라이프스타일 요인으로는 웹매체 추구, 외향지향, 개성지향, 브랜드지향, 전통성추구, 실용성추구의 6가지 요인이었고, 이 요인에 따라 군집을 유형화하여 합리추구형, 전통추구형, 개성추구형, 과시지향형 4집단으로 분류되었다. 둘째, 대학생의 패션라이프스타일 집단은 성별, 학년, 전공, 월평균 의복비, 주거형태의 인구통계학적 특성에 유의한 차이가 나타났다. 셋째, 환경교육의 필요성은 과시지향형 집단이, 환경교육 관여도는 전통추구형 집단이 가장 높게 나타났으며, 환경관련 정보원은 소비자단체 전시물, 신문·잡지, 정부기관의 홍보물, 인터넷에서 집단 간의 유의한 차이가 나타났다. 넷째, 의류제품 구매단계에서 환경친화적 행동은 합리추구형, 전통추구형, 개성추구형, 과시지향형 순으로 나타났다.

The purpose of this study is to examine the differences in environment-friendly behaviors of university students in terms of their fashion lifestyles at the purchasing clothes. The findings of the study was as follows.First, there were six factors of fashion lifestyles such as, Web media-oriented, Extrovert-oriented, Personality-oriented, Brand-oriented, Traditionalism-oriented, and Practicality-oriented factor. Based on these six factors, the participants were categorized into four groups as Rationality-oriented Group, Conservative-oriented Group, Personality-oriented Group, and Show off-oriented Group. Second, the results of this study seemed to be statistically significant differences in students demographic features, such as gender, grade, major, a monthly pays purchasing clothes, and types of housing. Third, the Show off-oriented Group demonstrated the highest needs for the education about environmental issues, while Conservative-oriented Group showed the highest involvement in the environmental education. There was a statistically significant group differences in the sources of information on environmental issues, like displays in the exhibition, newspapers and magazines, brochures of governmental agencies, and Internet.Fourth, the most Environment-friendly Behaviors at the purchasing clothes was shown in Rationality-oriented Group, Conservative-oriented Group, Personality-oriented Group, and Show off-oriented Group in sequence.