글로벌 패스트 패션 기업의 친환경적 브랜드 확장이 고객들의 제품 구매의도에 미치는 영향 / Global Fast Fashion Firms' Eco-friendly Brand Extensions on Customers' Purchase Intention
- Resource Type
- Dissertation/ Thesis
- Authors
- 유빙 / Liu, Bing
- Source
- Subject
- Brand Extensions
Consumer Behavior
Eco-Friendly Products
Global Fast Fashion
Purchase Intention
- Language
- Korean
Recently, launching ‘eco-friendly’ products is a hot issue in many industrial fields. Although there have been a number of studies on brand factors affecting customers’ purchase intention, few studies provide insights into purchase behavior of eco-friendly brands. The present study attempts to present an understanding of consumer behavior in the context of eco-friendly brand extensions. Specifically, this study highlights investigating the effects of global fast fashion firms’ eco-friendly programs and actions on the intention to purchase of their customers. This manuscript is concluded with a discussion of how global fast fashion firms try to do innovation in light of developing eco-friendly strategies.