Why do consumers choose sustainable fashion? A cross-cultural study of South Korean, Chinese, and Japanese consumers

This research aims to study consumers in South Korea, China, and Japan to better understand their decision-making processes regarding sustainable fashion, an area where demands are increasing for countering negative environmental impacts. Consumers sometimes fail to align their behavior with their positive attitudes toward sustainable consumption. In addition, they have cross-cultural differences in their attitudes and eWOM intentions toward sustainable fashion products (SFP). This study (1) investigates whether environmental concerns and product knowledge of SFP may increase SFP purchasing, (2) identifies factors influencing eWOM intentions, and (3) investigates marketing approaches and cross-cultural differences in the SFP context. Findings suggest that consumers have positive attitudes toward SFP when they perceive that the products have value but not when they perceive risks. The research gives marketing insights into methods for enhancing sustainable fashion consumption.