Fashion Trendsetting, Creative Traits and Behaviors, and Pro-Environmental Behaviors: Comparing Korean and U.S. College Students

Abstract

Abstract:According to Hofstede's theory of cultural dimensions, cultures differ in cultural values and norms; values and norms that may influence differences in trendsetting, creative traits, and behaviors, and pro-environmental behaviors. Further, because men and women have been socialized within particular cultures, gender differences may exist in trendsetting, creative traits and behaviors, and pro-environmental behaviors. Trendsetters have characteristics that are interrelated with creative traits and behaviors, perhaps inclining them to endorse pro-environmental behaviors. However, the interrelationships among these variables remain unexplored. Thus, the purpose of this study was to examine these three variables among college students in South Korea and the United States (U.S.), specifically looking at cultural and gender differences. Participants were 225 Korean college students and 221 U.S. college students. Questionnaires included demographic items and scales measuring trendsetting, creative traits and behaviors, and pro-environmental behaviors. Data analyses included descriptive statistics, Cronbach's alpha reliability, MANOVA, ANOVA, and SNK posthoc test. Results show that U.S. (vs. Korean) students indicated greater trendsetting and creative traits and behaviors but not greater pro-environmental behaviors. Fashion trendsetting groups in both Korea and the U.S. differed in creative traits and behaviors and pro-environmental behaviors. Among Korean trendsetting groups, reluctant adopters scored lowest on creative traits and behaviors and pro-environmental behaviors. Among U.S. trendsetting groups, trendsetters the scored highest on creative traits and behaviors and pro-environmental behaviors; reluctant adopters scored lowest on pro-environmental behaviors. Theoretical and practical implications are provided for researchers and marketers.

Sustainability within Fashion Business Models: A Systematic Literature Review

“…The purpose of the eleventh article by Workman et al [72] was to study the cultural differences and values among fashion trendsetters by using Hofstede cultural dimensions. The focus was on college students in South Korea and the United States (US) to see if there were differences between gender and culture in those two countries by testing twelve hypotheses.…”

Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter

“…Fashion trendsetting refers to a specific domain in which the general trait of trendsetting may be manifested. Workman, Lee, and Jung [7] found that Chinese fashion trendsetters scored higher on future time orientation than later adopters. Shen, Qian, and Jiang [17] discovered that Chinese consumers who purchased luxury goods compared with those who did not showed differences in cultural orientation.…”

“…Fashion trendsetters, the focus of this research, are also trendsetters in other domains. For example, fashion trendsetters have been found to endorse pro-environmental behaviors [7] and sustainable practices in fashion production [10]. Because trendsetters influence decisions of later adopters, trendsetters can make a difference in the fashion industry's mission to be more sustainable [11].…”

“…It may be possible to speed up adoption and diffusion of new products, thereby increasing sales, by identifying and targeting trendsetters. Previous research has studied trendsetter characteristics such as creative traits, future orientation, and pro-environmental behavior [7] but has not looked at the cultural values of cultural awareness or cultural receptivity. Because of the global reach of business today, it is important to understand how cultural values influence consumer decision making, particularly for trendsetters.…”

Open Innovation of James Watt and Steve Jobs: Insights for Sustainability of Economic Growth

“…Thirdly, the efficiency of retail chain stores was analyzed in relation to the business model prism approach [46,47]. Fourthly, fashion trendsetting, creative traits and behaviors, and pro-environmental behaviors of Korean and American college students in relation to the open innovation education model were compared [48,49]. Fifthly, the relationship between the efficiency, service quality, and customer satisfaction for state-owned commercial banks in China was analyzed in relation to the arts catalyst of creative organizations for the Fourth Industrial Revolution [50,51].…”