The purpose of this study were to analyze high school girls sex role identity and underwear purchasing behaviors, and to provide the educational guidelines for high school girls as a underwear comsumer and the fundamental data necessary for the products planning of underwear manufacturing companies. The questionnaire was composed of questions about the types of sex role identity, pursuit factors and purchasing behaviors of underwear. The respondents were girls from 6 high schools in cities in Chonbuk Province. The questionnaires were collected from April 6th to May 12th in 1998. 510 questionnaires were used for data analysis. Frequency, percent, average, standard deviation, F-test, x?-test, and Duncan s multiple range test were followed. The results of this study were as follows: 1. Among the sex role identity groups, the androgynous group was the largest, and the masculine group was the smallest among hish school girls. 2. High school girls sought after practicality most when purchasing underwears, but sought after the brand least. The androgynous group recognized practicality, aesthetics, and sexual attraction most, but the undifferentiated group recognized them least. 3. The highs school girls bought underwears objectively when they were worn out, made use of TV, newspaper, and radio advertisements as the information sources, and considered the size, comfort, and style. They recognized the prices of underwears as moderate. They depended on their mother most when purchasing underwears and reflected their dependents opinion on selecting underwears partially. They purchased at the underwear specialty store.