This study investigated the causal–effect relationships among moral philosophy, moral intensity, and purchase behavior toward environmentally sustainable textile and apparel products. A research model incorporating two dimensions of moral philosophy (i.e., idealism and relativism), five dimensions of moral intensity (i.e., magnitude, probability, temporal immediacy, proximity, and social consensus), and purchase behavior toward sustainable textile and apparel products was tested using consumer data collected from a wide age range of Korean females through online surveys. Organic and naturally dyed textile and apparel products were selected as focal interests of this study due to the significance of the two product markets in Korea. The results revealed that, of the two dimensions of moral philosophy, only idealism had a significant impact on overall moral intensity and moral intensity had a significant impact on consumer purchase behavior toward sustainable textile and apparel products, which confirmed the sequential relationship among the variables. As the first attempt, to our knowledge, to apply an ethical view to environmentally sustainable textile and apparel product consumption, this research contributes to a deeper understanding of the determinants of sustainable textile and apparel consumption among Korean consumers and the development of effective marketing communication strategies targeting Korean consumers.

中文翻译：

---

道德哲学和道德强度对可持续纺织品和服装产品购买行为的影响

这项研究调查了道德哲学，道德强度和购买行为对环境可持续的纺织品和服装产品之间的因果关系。测试了一个包含道德哲学的两个维度（即理想主义和相对主义），道德强度的五个维度（即大小，概率，时间即时性，亲和力和社会共识）以及针对可持续纺织品和服装产品的购买行为的研究模型使用通过在线调查从年龄广泛的韩国女性中收集的消费者数据。由于韩国两个产品市场的重要性，有机和天然染色的纺织品和服装产品被选为这项研究的重点。结果表明，在道德哲学的两个维度中，只有理想主义对整体道德强度有显着影响，道德强度对消费者对可持续纺织品和服装产品的购买行为具有显着影响，这证实了变量之间的顺序关系。就我们所知，这是将道德观点应用于环境可持续的纺织品和服装产品消费的首次尝试，这项研究有助于加深对韩国消费者中纺织品和服装可持续消费的决定因素的了解，并发展有效的营销传播策略针对韩国消费者。