A Study of the Relationship of Lifestyle and Fashion Involvement on Purchase Intention of Organic Cotton Apparel

• Main Authors: Liu, Ming-Ting, 劉明婷
• Other Authors: Tsai, Su-Lee
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/86073824455260691033

碩士 === 輔仁大學 === 織品服裝學系碩士班 === 101 === In recent years, apparel retailers appeal consumers to pay much attention to environment-friendly clothing. However, how to attract consumers to buy organic cotton apparel becomes an important issue for manufacturers. Lifestyle and fashion involvement also have significant effects on consumers’ purchasing behavior. And the purchase intention was comfirmed to predict consumers’ purchasing behavior in the past studies. Therefore, this study is to investigate the relationship of organic cotton apparel under the lifestyle, fashion involvement and the degree of perceived importance regarding apparel attributes. This research studies Taipei area consumers by random sampling .Questionnaire survey and SPSS 17.0 were used. 421 questionnaires were received and 393 questionnaires (93.3% of total sampling) are valid.　Findings of the research are: (1) There are significant differences among the different lifestyle on purchase intention of organic cotton apparel. (2) There are some obvious differences among different lifestyle on the degree of perceived importance regarding apparel attributes. (3) The purchase decision involvement of fashion apparel has positive effect on purchase intention of organic cotton apparel. (4) Fashion involvement cause no moderation effect in the relationship of lifestyle to purchase intention of organic cotton apparel. (5) Demographic variables have no significant differences on purchase intention of organic cotton apparel. In conclusion of the study, enterprises should design effective marketing strategies for various types of customers and improve the apparel attributes of organic apparel.