Exploring the value of sustainable fashion products among young Korean consumers

ABSTRACT This study examined how sustainable fashion bag products attracted Korean consumers in their 20s and 30s. To explore the attributes, motivations, and values related to the consumption of these products, this study used a means-end hierarchy theory approach that links these products and the personal values gathered from 11 in-depth interviews. The results showed four types of patterns within the means-end hierarchy value map: (1) financial, (2) self-concept, (3) social, and (4) environmental consciousness. Seven attributes, 14 consequences, and five values were identified from the attributes, consequences, and values models. This study contributes to the understanding of the features of emerging consumers’ consumption of sustainable fashion bag products and provides an idea of future strategies for successful sustainable bag brands.