• The Journal of the Korea Contents Association
• /
• v.10 no.8
• /
• pp.370-380
• /
• 2010

This study aimed to look into a comparison of the demographical characteristics concerning behavior toward the consumption of and satisfaction with Korean foods, and intention to repurchase Korean foods by identifying the food-related lifestyles of Korean consumers. As a result of research, food-related lifestyle was divided into five dimensions, namely the pursuit of health, convenience, safety, economic efficiency, and the pursuit of taste factors. Consumers' food-related lifestyles were confirmed to exhibit a significant difference according to demographic characteristics, such as gender, residential area, age, occupation, educational background, and income, and to the characteristics of their consumption behavior of Korean foods. In detail, the food-related lifestyles of consumers in their twenties showed a higher tendency for convenience and the pursuit of taste factors, and consumers in their forties or over were likely to pursue both economic efficiency and taste factors at the same time. Overall, the pursuit of safety was discovered as being the highest tendency. Also, the food-related lifestyle that most significantly affected satisfaction with Korean foods appeared to be health and the pursuit of taste factors, and satisfaction were found to have a significant effect on the intention to revisit.

• Journal of Fashion Business
• /
• v.26 no.5
• /
• pp.105-121
• /
• 2022

To improve the discrepancy between consumer attitude and actual consumption behavior despite the expansion of consumer perception of sustainable fashion, this study attempted to identify the factors influencing the purchase intention and behavior of sustainable fashion consumers. The extended theory of planned behavior, which adds prior knowledge and consumer inertia, was used to predict purchase intention and factors affecting purchase behavior for sustainable fashion, and to verify the influence of knowledge and inertia on consumers' attitudes, subjective norms, and perceived behavioral control. The results of this study were derived from SPSS and AMOS statistical analysis based on response data of 323 domestic male and female consumers, 20 years or older with experience in sustainable fashion consumption. The results showed that consumers' prior knowledge and inertia about sustainable fashion have a significant influence on their attitude toward sustainable fashion consumption, subjective norms, and perceived behavioral control. Implications were derived based on this quantitative verification. The higher the level of consumers' knowledge of sustainable fashion, the greater the impact on attitude, subjective norms, and perceived behavioral control, but inertia decreases the impact. Therefore, to grow consumers' knowledge, not only a shopping environment should be established but also inertia should be suppressed as much as possible through sustainable fashion marketing activities.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.46 no.2
• /
• pp.232-249
• /
• 2022

As the postsecondary school-age population continues to decline, the competition among universities to attract potential students has intensified. As an alternative, we propose to introduce a collaborative marketing strategy to universities to gain the attention of precollege students and parents. This study examines perceived fit, the prestige of university and fashion brands, consumption values, and the category of fashion brands in the context of collaboration between university identity and fashion brands. Utilizing an online survey, we collected 391 responses. The results indicate that perceived fit between universities and fashion brands has a significant impact on the purchase intention of collaborative university merchandise. In addition, the prestige of fashion brands plays a key role, while the prestige of universities has no direct effect on purchase intention. However, the indirect effect of university prestige on purchase intention mediated by perceived fit is significant. Also, this study confirms that social value and emotional value have significant impacts on purchase intention. These findings present a guideline for selecting a collaborative partner, which is the most important task in a collaboration strategy. Finally, merchandising strategies reflected consumption values based on precollege students and their parents' needs are proposed.

• Nutrition Research and Practice
• /
• v.8 no.3
• /
• pp.327-335
• /
• 2014

BACKGROUND/OBJECTIVES: The purpose of this study is to identify how level of information affected intention, using the Theory of Planned Behavior. SUBJECTS/METHODS: The study was conducted survey in diverse community centers and shopping malls in Seoul, which yielded N = 209 datasets. To compare processed foods consumption behavior, we divided samples into two groups based on level of information about food additives (whether respondents felt that information on food additives was sufficient or not). We analyzed differences in attitudes toward food additives and toward purchasing processed foods, subjective norms, perceived behavioral control, and behavioral intentions to processed foods between sufficient information group and lack information group. RESULTS: The results confirmed that more than 78% of respondents thought information on food additives was insufficient. However, the group who felt information was sufficient had more positive attitudes about consuming processed foods and behavioral intentions than the group who thought information was inadequate. This study found people who consider that they have sufficient information on food additives tend to have more positive attitudes toward processed foods and intention to consume processed foods. CONCLUSIONS: This study suggests increasing needs for nutrition education on the appropriate use of processed foods. Designing useful nutrition education requires a good understanding of factors which influence on processed foods consumption.

• Journal of the East Asian Society of Dietary Life
• /
• v.27 no.3
• /
• pp.257-267
• /
• 2017

This study investigated the effects of values towards Korea fair trade coffee consumers upon attitudes and behavioral intentions and verified the moderating effects of ethical consumption consciousness between relationships among values, attitudes and behavioral intentions. A total of 283 data were analyzed for consumers of fair trade coffee residing in Seoul. Structural equation models were used to identify the relationship between the variables. As a result of the analysis, Schwartz (1994)'s 30 value items were factored into four areas: openness to change, self-enhancement, conservation, and self-transcendence. The value of 'self-transcendence' showed a significant positive impact on attitudes toward fair trade coffee, whereas 'openness to change' had a significant negative impact. Positive attitude toward fair trade coffee showed a significant impact on intentions to buy fair trade coffee. In addition, a moderating effect of ethical consumption consciousness between attitude and behavioral intention was found. Limitations and future research directions are also discussed.

• Korean Journal of Agricultural Science
• /
• v.45 no.4
• /
• pp.905-916
• /
• 2018

The purpose of this study was to analyze factors affecting US beef consumption intention in the future, to identify the causes of US beef import growth and to derive implications and strategies for domestic beef producers. Since the KORUS FTA was signed in 2012, US beef imports in 2017 totaled 379,064 tons, an annual increase of 3.5 percent. US beef imports have been steadily increasing due to cuts in FTA tariffs and changes in consumer preferences. The data used in this study utilized a sample of 3,290 grocery purchasers from the Korea Rural Economic Institute's 2016 Food Consumption Behavior Survey. The analytical method used the Ordered Logit Model to analyze what factors influence a consumer's subjective evaluation. As a result, the major factors affecting US beef consumption intention in the future are price, taste and safety. In particular, it has to do with the recent surge in U.S. imports of good-tasting chilled meat. Because chilled meat does not differentiate the market from Hanwoo beef produced in Korea, it is necessary to have differentiated taste and low price through cost reduction. By age and family group, people aged 30 - 40 years and single-person households are the main consumption group. As a result of this study, it is necessary to establish marketing strategies for producers such as rational pricing, safety, taste promotion, and small-scale sales to extend the demand for Hanwoo beef in the younger generation to enhance the competitiveness of the domestic beef market.

• Journal of Distribution Science
• /
• v.21 no.4
• /
• pp.113-119
• /
• 2023

Purpose: This study aims to investigate the effect of retailer's ESG performance on consumption value. The research analyzed the effect of consumption value that can be obtained through ESG management of retail companies on consumer attitude and repurchase intention. Research design, data, and methodology: A research model and hypothesis were established, and statistical analysis was performed on a total of 278 samples of all age groups. To secure the reliability and validity of the data, confirmatory factor analysis and discriminant validity analysis were performed, and the causal relationship of latent variables was verified through path analysis. Results: As a result of the analysis, it was found that among the characteristics of consumption value according to ESG management, social value, economic value, accessible value, and eco-friendly value had an effect on social contribution attitude. Also, the economic value was found to have an effect on the self-actualization attitude, and both the social contribution attitude and the self-actualization attitude have an effect on the purchase intention. Conclusions: This study empirically analyzed the value of ESG management in the retail industry that consumers are paying attention to recently. This will serve as a basis for revising and supplementing the retail companies' strategy in the near future.

• The Research Journal of the Costume Culture
• /
• v.26 no.6
• /
• pp.899-918
• /
• 2018

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

• The Journal of Asian Finance, Economics and Business
• /
• v.7 no.6
• /
• pp.233-240
• /
• 2020

This study uses the moderating model to explore the relationships between Corporate Social Responsibility (CSR) associations, brand awareness and consumer purchase intention. Besides investigating the direct effects of CSR associations on brand awareness and consumer purchase intention, this study also focuses on discovering the moderating role of CSR associations on the relationship between brand awareness and consumer purchase intention among Vietnamese students. Adapting scales from previous research, the authors distribute questionnaires to consumers across the country. Then, the validity and reliability are tested via Cronbach's alpha, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, by employing a meta-analytical path analysis with a sample of 686 consumers, the authors show that CSR associations play an important role in shaping purchase intention among Vietnamese consumers regarding the consumption of organic milk products. Also, CSR associations have a strong effect on brand awareness. However, our study shows that purchase intention is not directly affected by brand awareness. In other words, brand awareness does not mediate the relationship between CSR associations and purchase intention. Interestingly, authors show that CSR associations moderate the link between brand awareness and consumer purchase intention. Based on the research, some recommendations are made to companies that produce organic milk products.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.35 no.4
• /
• pp.408-420
• /
• 2011

This study identifies the fashion luxury customer segments grouped by expenditures and the number of purchasing brands to verify the effects of perceived luxury consumption values on the intention to maintain a brand relationship for each group. A survey questionnaire was developed and implemented to collect data to measure fashion luxury expenditures, number of purchasing brands, luxury customer values, intention to maintain brand relationships, and demographic variables. A total of 326 responses were analyzed by factor analysis, multiple regression, one-way ANOVA, and $X^2$ analysis with SPSS18.0. Respondents were grouped by luxury expenditures; in addition, the number of purchasing brands were grouped into four segments of Switching/Heavy (31.6%), Switching/Light (19.9%), Loyal/Heavy (31.3%), and Loyal/Light (7.2%) Customer Group, that was different in terms of age and marital status. When the luxury customer value for the most patronized luxury brand was factor analyzed, five distinctive sub dimensions were identified, such as Social Value, Aesthetic/Expressive Value, Experiential Value, Quality Value, and Economic Value. For the Loyal/Heavy Group, the Experiential Value had a significant effect on the customer intention to maintain a brand relationship. For the Loyal/Light group, the Aesthetic /Expressive and Economic Value had a significant effect, and for the Switching/Heavy and Switching/Light Group, Quality and Economic Value had a significant effect on the customer intention to maintain a brand relationship. In conclusion, each luxury customer value in the behavioral segments works differently in influencing the intention to maintain a brand relationship. In addition, the implications for retail strategy were discussed based on the findings.