• Journal of Distribution Science
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• v.13 no.12
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• pp.33-40
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• 2015

Purpose - Given an increase in the consumption of plums, prices have fluctuated in an unstable manner, making it difficult for farmhouses to sell the product. This study intends to provide information on the cultivation and sale of plums to consumers, thus enabling producers to utilize relevant information to analyze the types of plums that are preferred and consumed by users. Research design, data, and methodology - In this study, a survey was conducted on plum consumption by a consumer panel established and operated by the Rural Development Administration in December 2009. The objective was to identify the purchasing awareness of plums and to analyze panel data from 2010 to 2013 using a linear regression model, a Tobit model, and a panel regression model to derive the purchase characteristics. Results - The outcome of the survey on plums is as follows. Plums are purchased because they are good for the health (90.6%), which means that most customers purchase plums for their health benefits. When plums are in season, the purchase rate is 94.8%, indicating that most plums are purchased when they are in season and that selling plums when they are out of season is difficult. Therefore, we sell most plums in the correct season, and the rest of the plums need to be processed and then sent to markets. The strongest reason for not purchasing plums is that they are difficult to process for consumption (63.1%), followed by the reason that the fruit is unfamiliar (15.5%). Regarding solutions for increasing the consumption of plums, the answers were as follows: distribute a recipe for plums (36.9%), advertise its effect through TV or the press (31.1%), and develop various processed products (15.6%). When customers decide to pick out plums, the major considerations were freshness (4.43), safe to eat (4.16), price (3.96), size (3.87), brand (3.28), and discount event (2.62). Freshness is important for decision making and safe to eat was more important than price because plums are washed and processed into plum jam. According to the results of the linear regression model, a higher family income results in a higher purchasing amount. However, the amount of plums purchased by a person was reduced if his or her income increased. Compared with individuals who used other purchasing agents on weekdays, those who used the traditional market turned out to purchase a higher amount of plums on the weekdays. Conclusions - Considering that numerous people purchase plums for their health benefits, promoting the consumption of plums is anticipated as being successful if they can be produced safely for consumption and for inclusion in recipes and various processed foods, and to promote eco-friendly agricultural practices.

• KIPS Transactions on Computer and Communication Systems
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• v.10 no.7
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• pp.199-204
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• 2021

Digital substation refers to a substation that digitizes functions and communication methods of power facilities such as monitoring, measuring, control, protection, and operation based on IEC 61850, an international standard for the purpose of intelligent power grids. Based on the intelligent operating system, efficient monitoring and control of power facilities is possible, and automatic recovery function and remote control are possible in the event of an accident, enabling rapid power failure recovery. With the development of digital technology and the expansion of the introduction of eco-friendly renewable energy and electric vehicles, the spread of direct current distribution systems is expected to expand. MVDC is a system that utilizes direct current lines with voltage levels and transmission capacities between HVDCs applied to conventional transmission systems and LVDCs from consumers. Converting existing lines in substations, where most power equipment is alternating current centric, to direct current lines will reduce transmission losses and ensure greater current capacity. The process bus of a digital substation is a communication network consisting of communication equipment such as Ethernet switches that connect installed devices between bay level and process level. For MVDC linkage to existing digital substations, the process level was divided into two buses: AC and DC, and a system that can be comprehensively managed in conjunction with diagnostic IEDs as well as surveillance and control was proposed.

• Journal of Mushroom
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• v.17 no.3
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• pp.167-170
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• 2019

Cultivation of brown mushrooms, rather than that of white variants is preferred by Korean mushroom farmers, as the former are resistant to diseases. However, brown mushrooms were cultivated only in selective eco-friendly agricultural farms due to lack of consumer awareness. After providing information about brown mushrooms to respondents through a 1-minute video clip, a survey was conducted on social network service (SNS) to assess recognition and preference for brown mushrooms. A food evaluation was then conducted among 200 people randomly selected from the survey respondents. Most respondents (83%) had not encountered brown button mushrooms previously, and 98% of the respondents were willing to buy these mushrooms because they were "curious about its taste" (44%). In the food evaluation, 32% of the respondents found the brown button mushrooms to be delicious, 28% reported a good flavor, and 31% described a good texture. In addition, we confirmed that 95% of respondents were interested in purchasing brown mushrooms after sampling. Therefore, in the present study, we evaluated public perception, preference, and taste of brown button mushrooms, and confirmed that availability of information on nutrition and benefits s of mushroom consumption could induce consumers to buy brown button mushrooms.

• Journal of Korean Home Economics Education Association
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• v.33 no.4
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• pp.1-13
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• 2021

The purpose of this study is to identify trends and potential themes of research on consumption of children and adolescents for 20 years by analyzing keywords. The keywords of 869 studies on consumption of children and adolescents published in journals listed in Korean Citation Index were analyzed using text mining techniques. The most frequent keywords were found in the order of youth, youth consumers, consumer education, conspicuous consumption, consumption behavior, and character. As a result of analyzing the frequency of keywords by dividing into five-year periods, it was confirmed that the frequency of consumer education was significantly higher betwn 2006 and 2010. Research on ethical consumption has been active since 2011, and research has been conducted on various topics instead of without a prominent keyword during the most recent 5-year period. Looking at the keywords based on the TF-IDF, the keywords related to the environment and the Internet were the main keywords between 2001 and 2005. From 2006 to 2010, the TF-IDF values of media use, advertisement education, and Internet items were high. From 2011 to 2015, fair trade, green growth, green consumption, North Korean defector youths, social media, and from 2016 to 2020, text mining, sustainable development education, maker education, and the 2015 revised curriculum appeared as important themes. As a result of topic modeling, eight topics were derived: consumer education, mass media/peer culture, rational consumption, Hallyu/cultural industry, consumer competency, economic education, teaching and learning method, and eco-friendly/ethical consumption. As a result of network analysis, it was found that conspicuous consumption and consumer education are important topics in consumption research of children and adolescents.

• Asia Marketing Journal
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• v.13 no.3
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• pp.233-248
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• 2011

This case illustrates a story of passionate and innovative new market development by Pulmuone, a fresh food provider in Korea. The company has been successfully developing a new market by introducing a (non-frying) fresh ramen, 'Jayeonun Masitda - The Nature Is Tasty' in the packaged ramen market dominated by fried ones. In this case, a detailed new market development process by Pulmuone will be investigated including; company overview, a new product development process, marketing strategy formulation, marketing mix implementation, market performance, and future directions. Pulmuone has been making efforts to create a new product category by marketing non-frying ramens since 1995, but with a modest success. In 2011, Pulmuone finally succeeded to develop an innovative product, 'Jayeonun Masitda' that brought more health and nutrition conscious consumers' attention in the ramen market. The company intended to change the current competitive structure in the ramen market, i.e., from the strength of taste and the amount of ingredient to fried/non-fried and the freshness of ingredient. By this new positioning, Pulmuone aimed to reshaping the ramen market into competition between healthy and unhealthy ramens. Pulmuone has been successful in developing a new market. Sales revenue of 'Jayeonun Masitda' has been continuously increasing, and customers are found to be highly satisfied with the product resulting in a high repeat purchase rate. The company's successful new market development can be attributed to a faithful new product development process, innovative technology, an appropriate positioning strategy, and consistent marketing communication. In addition, Pulmuone's eco-friendly corporate image and the organization's passion to grow are also important factors for success of this new market development.

• Journal of Venture Innovation
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• v.6 no.3
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• pp.95-109
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• 2023

In light of the world grappling with diverse environmental issues due to climate change, the prominence of the 'pre-cycling' movement has grown. This movement strives to curtail or eliminate waste generation even before product purchases, garnering more attention than conventional eco-friendly practices. Consequently, this study employs experiments to delve into effective message strategies for promoting pre-cycling behaviors, which serve as preventive measures against the escalating environmental challenges posed by worsening waste problems. This study investigated the effects of message framing and temporal distance on pre-cycling behavioral intention. In terms of message frame, suggestive messages increased pre-cycling behavioral intention more than coercive messages, and temporal distance had no direct effect on pre-cycling behavioral intention. Assertive messages were associated with higher pre-cycling behavioral intentions when the target was interpreted as near future and suggestive messages were interpreted as distant future. Although temporal distance did not directly affect pre-cycling behavioral intention, it positively influenced consumers' pro-environmental behavioral intention by reducing their antipathy toward assertive messages. The implications of this study extend to the realm of management, offering insights into steering consumer behavior in response to pro-environmental messages.

• Journal of Mushroom
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• v.20 no.3
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• pp.173-177
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• 2022

Mushroom production in Korea is concentrated on five major mushroom types. To create a new source of income for farmers, it is necessary to establish new mushroom production and marketing systems. This study was conducted to evaluate the marketability of and establish a marketing strategy for Pleurotus nebrodensis variety 'Uram'. The evaluation of distributors showed that it was necessary to cultivate mushrooms of uniform shape and size, to compensate for their low storability, and to sell them in small packages. The consumer evaluation showed that the texture of P. nebrodensis had the highest level of satisfaction for quality, but the levels of satisfaction for size and shape were low. In the consumer evaluation, as in the distributor evaluation, improvements in cultivation were found to be necessary, as the storage time is short due to a high moisture content. An evaluation of the market gave the following results regarding the marketing strategy. It was found to be necessary to consider the production of mushrooms of a uniform shape and size and sell them in small packages in the range of 150 to 300 g. The price of the mushrooms should be set using a high-end strategy for high-end sales. The mushrooms should be introduced to local food and eco-friendly stores in the early stages of production. Subsequently, if farmhouse production increases, shipments should be made to wholesale markets through a regular contract. Finally, considering that P. nebrodensis is an unfamiliar mushroom to consumers, it is necessary to promote it by increasing the accessibility of consumers through tasting events and experience groups.

• The Journal of Information Systems
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• v.24 no.2
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• pp.23-52
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• 2015

Purpose This study aims to understand the role of digital knowledge in accepting the green technology. This study combined digital option theory with the second version of the Unified Theory of Acceptance and Use of Technology (UTAUT2). Contrary to other studies in which the UTAUT2 is used to explain IT adoption behavior, we look at the relationship between IT and the UTAUT2 from a new angle, incorporating an important aspect of IT, that is, digitized knowledge richness, as a determinant of the UTAUT2. Design/methodology/approach Grounded in the UTAUT2, a content analysis was conducted to investigate novel constructs dedicated to explaining green technology adoption. In this study, an amended version of the UTAUT2 specific to green technology is offered that better explains the green technology adoption behavior of consumers. Using the items identified by content analysis, we developed a questionnaire with 36 survey items. We measured all the items on a seven-point Likert-type scale. We randomly selected 402 survey respondents from a set of panel data. After a pilot study, we analyzed the main survey data by using PLS 2.0M3 and SPSS 20.0, and employed structural equation modeling to test the hypotheses. Findings The results suggest that the UTAUT2 was found to be extendable to technologies other than conventional IT. Social influence is more significant than conventional utilitarian and hedonic-based constructs such as those utilized in the UTAUT and UTAUT2 in explaining adoption behavior in the context of green technologies. The hypothesized connection between digitized knowledge richness and adoption intention was supported by the results of studies on the role of IT in formation of attitudes toward eco-friendly production. The results also indicate that digital knowledge can also encourage people to try green technology when they learn that their peers are already using the technology successfully.