WHO ARE THE SUSTAINABLE FASHION CONSUMERS? ASYMMETRIC MODELING OF SUSTAINABLE AND NON-SUSTAINABLE FASHION CONSUMERS: A CROSS CULTURAL STUDY BETWEEN KOREA AND CHINA

The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary...