A Study on the Influencing Factors Behind the Sustainable Fashion Purchase Behavior of Fashion Consumers by Applying the Model of Goal-Directed Behavior (MGDB)

This study aims to provide an insightful analysis of changes in consumers' behavior toward sustainable fashion by exploring the factors that influence individual behavioral decisions. To this end, a quantitative study was conducted utilizing the model of goal-directed behavior used in the fields of consumer behavior and marketing. A total of 323 response data from consumers with experience in purchasing sustainable fashion products were collected and analyzed. The results showed that consumers' perceived values and subjective norms of sustainable fashion as well as switching barriers to it have a significant effect on their desire for switching, while attitudes toward sustainable fashion have no significant effect. In addition, past behavior regarding sustainable fashion has a significant effect on switching desire, purchase intention, and purchase behavior, but perceived behavioral control does not affect purchase behavior. Finally, the desire for switching to sustainable fashion has a significant effect on purchase intention, and both purchase intention and past experience have a significant effect on purchase behavior. The results also showed that modern consumers' awareness of sustainable fashion and their behavior toward it have gradually changed since sustainability first emerged. As trends in the fashion industry emphasizing sustainability and environmental adaptability are expected to expand, this study is considered significant in that it presents the direction and promotion strategy for the sustainable fashion market.