A Study on the Impact of the Consumption Value of Sustainable Fashion Products on Purchase Intention Based on the Theory of Planned Behavior

This study is based on the Theory of Planned Behavior (TPB) and focuses on university students in South Korea and China. It explores how the consumption value of sustainable fashion products affects consumers’ purchase intentions. Additionally, it verifies the moderating effect of environmental concern on the relationship between consumption value and purchase intention. An empirical analysis is conducted through a questionnaire survey using SPSS 26.0 and AMOS 26.0. This study integrates the TPB model to examine the impact of consumption value on the purchase intentions of university students in both countries. It also investigates how environmental concern moderates the relationship between the sub-factors of consumption value—functional value, social value, emotional value, precious value, and ethical value—and purchase intention. To achieve the research objectives, a comprehensive review of relevant domestic and international literature is undertaken. This review establishes a theoretical foundation for the constructs of consumption value, subjective norms, attitudes, perceived behavioral control, purchase intention, and environmental concern. Based on this framework, empirical research is conducted to develop and validate the research model and associated hypotheses. The primary objective of this study is to evaluate the market response to sustainable fashion products in China and South Korea. It analyzes the relationship between consumption value and purchase intention regarding these products. Additionally, the research aims to provide insights for fashion enterprises on the appropriate positioning of sustainable fashion products. It also establishes a theoretical foundation to guide the future development of sustainable fashion initiatives.