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Sustainability 2017, 9(11), 1979; doi:10.3390/su9111979

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

1
Fashion Design and Merchandising, 311 Quigley Hall, Southern Illinois University, Carbondale, IL 62901, USA
2
Korea Institute of Public Affairs, Graduate School of Public Administration, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul 08826, Korea
*
Author to whom correspondence should be addressed.
Received: 26 August 2017 / Revised: 23 October 2017 / Accepted: 23 October 2017 / Published: 30 October 2017
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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. View Full-Text
Keywords: fashion trendsetting; creativity; pro-environmental behaviors; gender; Korea; U.S. fashion trendsetting; creativity; pro-environmental behaviors; gender; Korea; U.S.
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Workman, J.; Lee, S.-H.; Jung, K. Fashion Trendsetting, Creative Traits and Behaviors, and Pro-Environmental Behaviors: Comparing Korean and U.S. College Students. Sustainability 2017, 9, 1979.

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