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This study analyzes how the environmental values of fashion consumers influence the purchase satisfaction and repurchase intention of eco-friendly fashion products. The survey was conducted from June to in 2009, and 343 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results show that the environmental values is classified by environment conservative value, economical value, social altruistic value, and egocentric value. The social altruistic value of fashion consumers affects purchase satisfaction of eco-friendly fashion products. The social altruistic value, environment conservative value, and egocentric value affect the repurchase intention of eco-friendly fashion products.

The Effect of Environmental Values of Fashion Consumers on Purchase Satisfaction and Repurchase Intention of Eco-friendly Fashion Products