The Impact of Consumption Values for Fashion Products on Sustainable Fashion Consumption Behavior

This study examined the differential influence of consumption values for fashion products as a variable affecting sustainable fashion consumption behavior, which has emerged as a solution to social and environmental issues in the fashion industry. The survey targeted adult men and women aged 20 and above who had purchased fashion products within the past year. Data were collected through an online survey company, and a total of 386 responses were used for final analysis, conducted from August 10 to August 20, 2024. The analysis revealed that the components of fashion consumers’ consumption values consist of five factors: ethical value, functional value, emotional value, economic value, and social value. Meanwhile, sustainable fashion consumption behavior was categorized into three factors: purchasing behavior, boycott behavior, and management-disposal behavior. Functional value and social value, as consumption values of fashion products, were found to have a significant impact on sustainable fashion purchasing behavior. Economic value, functional value, and social value significantly influenced sustainable fashion boycott behavior. Ethical value, functional value, emotional value, economic value, and social value were identified as having meaningful effect on sustainable fashion management and disposal behavior. This study categorized consumer consumption values and identified their differential impact on sustainable fashion consumption behaviors, thereby proposing measures to reduce the environmental and social impacts of clothing consumption.