A Study on the Impact of 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 the impact of the consumption value of sustainable fashion products on consumers' purchase intentions and verifies the moderating effect of environmental concern on the relationship between consumption value and purchase intention. Initially, an empirical analysis is conducted through a questionnaire survey utilizing SPSS 26.0 and AMOS 26.0. This study integrates the Theory of Planned Behavior (TPB) model to examine the impact of consumption value on the purchase intentions of university students in South Korea and China. It also explores the moderating effect of environmental concern on the relationship between the sub-factors of consumption value(functional value, social value, emotional value, precious value, ethical value) and purchase intention. Furthermore, to achieve the research objectives, a comprehensive review of relevant domestic and international literature, as well as previous studies, is undertaken to establish a theoretical foundation for the constructs of consumption value, subjective norms, attitudes, perceived behavioral control, purchase intention, and environmental concern. Building upon this theoretical 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 both China and South Korea. It seeks to analyze the existing relationship between consumption value and purchase intention regarding sustainable fashion products. Additionally, the research aims to provide insights for fashion enterprises on the appropriate positioning of sustainable fashion products, while also establishing a theoretical foundation to guide the future development of sustainable fashion initiatives.