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Constructing Geological Cross-sections at Depth and Interpreting Faults Based on Limited Shallow Depth Data Analysis and Core Logging: Southern Section of the Yangsan Fault System, SE Korea (제한된 천부자료와 시추코어분석을 통한 심부지질단면도 작성과 단층 인지법: 한반도 남동부 양산단층대 주변에서의 적용)

  • Kim, Taehyung;Kim, Young-Seog;Lee, Youngmin;Choi, Jin-Hyuck
    • The Journal of Engineering Geology
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    • v.26 no.2
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    • pp.277-290
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    • 2016
  • Deep geological cross-sectional data is generally not common nor easy to construct, because it is expensive and requires a great deal of time. As a result, geological interpretations at depth are limited. Many scientists attempt to construct geological cross-sections at depth using geological surface data and geophysical data. In this paper, we suggest a method for constructing cross-sections from limited geological surface data in a target area. The reason for this study is to construct and interpret geological cros-sections at depth to evaluate heat flow anomaly along the Yangsan fault. The Yangsan Fault passes through the south-eastern part of the Korean Peninsula. The cross-section is constructed from Sangbukmyeon to Unchonmyeon passing perpendicularly through the Yangsan Fault System trending NW-SE direction. The geological cross-section is constructed using the following data: (1) Lithologic distributions and main structural elements. (2) Extensity of sedimentary rock and igneous rock, from field mapping. (3) Fault dimension calculated based on geometry of exposed surface rupture, and (4) Seismic and core logging data. The Yangsan Fault System is composed of the Jain fault, Milyang fault, Moryang fault, Yangsan fault, Dongnae fault, and Ingwang fault which strike NNE-SSW. According to field observation, the western section of the Yangsan fault bounded by igneous rocks and in the eastern section sedimentary rocks are dominant. Using surface fault length we infer that the Yangsan Fault System has developed to a depth of kilometers beneath the surface. According to seismic data, sedimentary rocks that are adjacent to the Yangsan fault are thin and getting thicker towards the east of the section. In this study we also suggest a new method to recognize faults using core loggings. This analysis could be used to estimate fault locations at different scales.

Pathogenicity of Erwinia carotovora subsp. carotovora, Pseudomonas marginalis pv. marginalis and Pseudomonas viridiflava to Flowering Plants in Korea (화훼류(花卉類)에 대한 Erwinia carotovora subsp. carotovora, Pseudomonas marginalis pv. marginalis, Pseudomonas viridiflava의 병원성(病原性))

  • Choi, Jae Eul;Ahn, Byung Kyu;Han, Kwang Seop;Kim, Han Yong
    • Korean Journal of Agricultural Science
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    • v.17 no.1
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    • pp.9-17
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    • 1990
  • Erwinia carotovora subsp. carotovora, Pseudomonas viridiflava and Pseudomonas marginalis pv. marginalis were tested for their pathogenicity to 35 kinds of domestic flowering plants. Among them, the following domestic flowering plants showed clear symptoms. 1. Erwinia carotovora subsp. carotovora : (Needle inoculation). Carnation(Dianthus catgophylius L.), madagascar periwinkle(Vinca rosea L.), flower gentle(Amaranthus tricolor L.), snapdragon(Antirrhinum majus L.), chrysanthemum(Chrysanthemum morifolium Ram.), mexiacan ageratum(Ageratum houstonianum Mill), china aster(Callistephus chinensis), youth and old age(Zinnia elegans Jacq.), common nasturtium(Tropaeorum majus L.), scarlet sage(Salvia splendens F.), dahlia(Dahia hybrida), pot marigold(Calendula officinalis L.), begonia treevine(Cissus dicolor Blume), cosmos(Cosmos bipinnatus Cav.), globe amaranth(Gomphrena globosa L.), black eyed susan(Thumbergia alata Bojer), common gypsophila(Gypsophila elegans Bieb.), ghent gladiolus(Gladiolus gandavensis Van.), indian shot(Canna orchiodes Bailey), iris(Iris nertschinskia Lodd), cyclamen primula(Dodecatheon meadia L.), scarlet kafir lily(Clivia miniata Regel.), flowering cabbage(Brassica oleracea L.). (Spray inoculation). Carnation, madagascar periwinkle, flower gentle, snapdragon, common nasturtium, ghent gladiolus, indian shot, cyclamen primula. 2. Pseudomonas viridiflava : (Needle inoculation). Carnation, madagascar periwinkle, snapdragon, chrysanthemum, cockscomb, mexican ageratum, china aster, common nasturtium, common petunia(Petunia hybrida Vilm), pot marigold, begonia treevine, cosmos, black eyed susan, common gypsophila, ghent gladiolus, indian shot, cyclamen primula, scarlet kafir-lily, flowering cabbage. (Spray inoculation). Common nasturtium, ghent gladiolus, indian shot, cyclamen primula. 3. Pseudomonas marginalis pv. marginalis : (Needle inoculation). Carnation, madagascar periwinkle, flower gentle, snapdragon, cockscomb, mexican ageratum, youth and old age, common nasturitium, common petunia, sweet william(Dianthus barbatus L.), pot marigold, begonia treevine, cosmos, common gypsophila, ghent gladiolus, indian shot, iris, cyclamen primula, scarlet kafir-Lily, flowering cabbage. (Spray inoculation). Common nasturtium, ghent gladiolus, indian shot, cyclamen primula.

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A Study on the Cost Analysis of Service Export - K SME Case of MICE-related Industry - (서비스 수출원가 분석 - MICE 산업 관련 중소기업 사례연구 -)

  • Park, Moon-Suh
    • International Commerce and Information Review
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    • v.13 no.4
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    • pp.485-516
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    • 2011
  • Republic of Korea is small nation that is comprised of 0.7% of the world population and occupying just 0.07% of the world territory. Despite this, Republic of Korea once again proved herself to be as the world's major economic powerhouse by becoming the world's 7th largest exporter in 2010. However, the reality is that Republic of Korea is still significantly concerned about the volatile economic nature and anxiety that is spread across the globe since the global depression that began at the end of 2008 and the financial crisis that has been threatening the Euro-Zone recently. This has resulted in the nation reaching the limitation in significant economic growth and limited creation of jobs within the nation and due to such circumstances, the nation is becoming more aware of the fact that she needs to pay more attention on the service sector and service exports if she was to see a more positive economic outlook in the upcoming future. This research is aimed to analyse the cost that is associated with the service export sector, by examining a number of enterprises in relation to the MICE(Meeting Incentives Convention Exhibition) industry which certainly has both direct and indirect influences on the service exports of the nation Further, the prime goal of the research is to encourage the SMEs of Korea, who have substandard experience associated to foreign exports, to intensify and increase service exports and also the goal extends to the degree to suggest appropriate assistance measures to aid these enterprises to achieve such goals. This research is fundamentally designed and based on the literature research associated with the MICE industry and also, this research is premeditated through the analysis of the case of exports to Vietnam. As the result of research, it has been found out that SMEs in the MICE industry and those of in service export sector are reluctant or even feel insecure to attempt any kind of export of their services mainly due to; the lack of foreign market information and also the lack of experience associated with service exports. Furthermore, it has also been revealed that the difficulty to estimate the validity and profitability of service the export is a significant factor withholding those enterprises from attempting any service export to the foreign markets. Henceforth, in order to aid and stimulate service export to the foreign markets by these SMEs (including those in association with the MICE industry), it is imperative to prepare an one-stop service export assistance program which would provide the information associated with marketing, law and legislation, taxation system and financial area in regard to the global markets.

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The Influence of the Landscaping Shade Materials' Porosity on the Mean Radiant Temperature(MRT) of Summer Outdoors (조경용 차양 재료의 공극률이 하절기 옥외공간 평균복사온도에 미치는 영향)

  • Lee, Chun-Seok;Ryu, Nam-Hyung
    • Journal of the Korean Institute of Landscape Architecture
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    • v.45 no.2
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    • pp.60-67
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    • 2017
  • The purpose of this study was to evaluate the influence of landscaping shade materials' porosity on the Mean Radiant Temperature (MRT) of summer outdoors. The MRTs were measured under seven different types of black membranes with holes of 8mm diameter at different intervals applied on the top of wooden boxes, and compared with those of four additional control plots with or without shade and lateral boxes. The applied porosities were 0.5, 1, 2, 4, 8, 16%, and 32%, and three groups of three shades were compared sequentially from August 13 to September 8, 2016. The MRTs under the shade without lateral block, no shade with lateral block, and shade with lateral block were $33.08^{\circ}C$, $45.80^{\circ}C$, and $42.3^{\circ}C$, respectively, while that of no-shaded no-lateral screen was $44.26^{\circ}C$, based on records from 11:00 AM to 3:00 PM on the days with a peak globe temperature higher than $30^{\circ}C$. An ANCOVA analysis showed that the MRTs under the shades with 0.5, 1, 2, 4, 8, 16%, and 32% porosities were calculated as 43.40, 43.10, 41.49, 40.43, 39.61, $37.91^{\circ}C$, and $38.12^{\circ}C$, respectively, while that in the no shaded control box was $45.8^{\circ}C$. The curve fitted between MRTs and the porosity showed a U-shaped quadratic function with the minimum MRT at 16% practically or 22.5% statistically.

Seasonal and Inter-annual Variations of Sea Ice Distribution in the Arctic Using AMSR-E Data: July 2002 to May 2009 (AMSR-E 위성 데이터를 이용한 북극해빙분포의 계절 변동 및 연 변동 조사: 2002년 7월 ~ 2009년 5월)

  • Yang, Chan-Su;Na, Jae-Ho
    • Korean Journal of Remote Sensing
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    • v.25 no.5
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    • pp.423-434
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    • 2009
  • The Arctic environment is sensitive to change of sea-ice distribution. The increase and decrease of sea ice work to an index of globe warming progress. In order to predict the progress of hereafter earth global warming, continuous monitoring regarding a change of the sea ice area in the Arctic should be performed. The remote sensing based on an artificial satellite is most effective on the North Pole. The sea ice observation using a passive microwave sensor has been continued from 1970's. The determination of sea ice extent and ice type is one of the great successes of the passive microwave imagers. In this paper, to investigate the seasonal and inter-annual variation of sea-ice distribution we used here the sea ice data from July 2002 to May 2009 around the Arctic within $60^{\circ}N$ for the AMSR-E 12.5km sea-ice concentration, a passive microwave sensor. From an early analysis of these data, the arctic sea-ice extent has been steadily decreasing at a rate of about 3.1%, accounting for about $2{\times}10^5\;km^2$, which was calculated for the sea-ice cover reaching its minimum extent at the end of each summer. It is also revealed that this trend corresponds to a decline in the multi-year ice that is affected mainly by summer sea surface and air temperature increases. The extent of younger and thinner (first-year) ice decreased to the 2007 minimum, but rapidly recovered in 2008 and 2009 due to the dramatic loss in 2007. Seasonal variations of the sea-ice extent show significant year-to-year variation in the seasons of January-March in the Barents and Labrador seas and August-October in the region from the East Siberian and Chukchi seas to the North Pole. The spatial distribution of multi-year ice (7-year old) indicates that the perennial ice fraction has rapidly shrunk recently out of the East Siberian, Laptev, and Kara seas to the high region of the Arctic within the last seven years and the Northeast Passage could become open year-round in near future.

Analysis of Climate Change Researches Related to Water Resources in the Korean Peninsula (한반도 수자원분야 기후변화 연구동향 분석)

  • Lee, Jae-Kyoung;Kim, Young-Oh;Kang, Noel
    • Journal of Climate Change Research
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    • v.3 no.1
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    • pp.71-88
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    • 2012
  • The global warming is probably the most significant issue of concern all over the world and according to the report published by the Intergovernmental Panel on Climate Change (IPCC), the average temperature and extent of global warming around the globe have been on the rise and so have the uncertainty for the future. Such effects of global warming have adverse effects on basic foundation of the mankind in numerous ways and water resource is no exception. The researches on water resources assessment for climate change are significant enough to be used as the preliminary data for researches in other fields. In this research, a total of 124 peer-reviewed publications and 57 reports on the subject of research on climate change related to water resources, that has been carried out so far in Korea has been reviewed. The research on climate change in Korea (inclusive of the peer-reviewed articles and reports) has mainly focused on the future projection and assessment. In the fields of hydrometeorology tendency and projection, the analysis has been carried out with focus on surface water, flood, etc. for hydrological variables and precipitation, temperature, etc. for meteorological variables. This can be attributed to the large, seasonal deviation in the amount of rainfall and the difficulty of water resources management, which is why, the analysis and research have been carried out with focus on those variables such as precipitation, temperature, surface water, flood, etc. which are directly related to water resources. The future projection of water resources in Korea may differ from region to region; however, variables such as precipitation, temperature, surface water, etc. have shown a tendency for increase; especially, it has been shown that whereas the number of casualties due to flood or drought decreases, property damage has been shown to increase. Despite the fact that the intensity of rainfall, temperature, and discharge amount are anticipated to rise, appropriate measures to address such vulnerabilities in water resources or management of drainage area of future water resources have not been implemented as yet. Moreover, it has been found that the research results on climate change that have been carried out by different bodies in Korea diverge significantly, which goes to show that many inherent uncertainties exist in the various stage of researches. Regarding the strategy in response to climate change, the voluntary response by an individual or a corporate entity has been found to be inadequate owing to the low level of awareness by the citizens and the weak social infrastructure for responding to climate change. Further, legal or systematic measures such as the governmental campaign on the awareness of climate change or the policy to offer incentives for voluntary reduction of greenhouse gas emissions have been found to be insufficient. Lastly, there has been no case of any research whatsoever on the anticipated effects on the economy brought about by climate change, however, there are a few cases of on-going researches. In order to establish the strategy to prepare for and respond to the anticipated lack of water resources resulting from climate change, there is no doubt that a standardized analysis on the effects on the economy should be carried out first and foremost.

A Review on the International Trends for Establishing Post-2020 National Targets Relevant to Protected Areas - Focused on the CBD Decisions and Aichi target-11 Achievement Status - (Post-2020 국가 보호지역 목표 설정을 위한 국제동향 고찰 - 생물다양성협약 결정문 및 글로벌 목표 성취현황 분석을 중심으로 -)

  • Heo, Hag Young
    • Korean Journal of Environment and Ecology
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    • v.34 no.6
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    • pp.601-609
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    • 2020
  • This study aims to draw suggestions for establishing the Post-2020 national policy direction and goals related to protected areas in Korea by analyzing the trends of major discussion issues on protected areas in the Convention on Biological Diversity (CBD) and reviewing the achievement progress of the Aichi target-11. Regarding the CBD decisions on protected areas, two decisions (Decisions II/7 and II/8) were adopted in 1995, and then the Program of Work on Protected Areas (PoWPA), which presented an ideal blueprint for protected areas, was adopted at the 7th Conference of the Parties (COP) in 2004. At the 10th COP in 2010, the "Strategic Plan for Biodiversity 2011-2020 and the Aichi Biodiversity Target" (Decision X/2) was adopted along with the Decision X/31, which presented ten key issues related to protected areas. The global outcomes of the Aichi Target-11 include 15% of the earth's land area and 7.4% of the ocean being designated as protected areas. In Korea, 16.63% of the land and 2.12% of the ocean have been designated as protected areas. However, the outcomes of the effective and equitable management, protection of areas important to biodiversity and ecosystem services, and identifying "Other effective area-based conservation measures" (OECMs) and linking them with protected areas have been found to be significantly short of global goals. The first draft of the Post-2020 Global Biodiversity Framework (Post-2020 GBF) prepared in January 2020 presented multi-step objectives. They included protecting at least 60% of particularly important sites for biodiversity through protected areas and other effective area-based conservation measures, at least 30% of the entire land and sea areas, and at least 10% of them under strict protection by 2030. The Updated Zero drafted in August 2020 concisely set out one quantitative goal of at least 30% of the globe by 2030, adding qualitative goals that these areas should be protected and conserved through "well connected and effective system of protected areas and OECMs at least 30 % of the planet with the focus on areas particularly important for biodiversity." Based on the draft Post-2020 GBF's targets related to protected areas and Korea's national targets reflecting the current state of Korea and established national plans, we suggest the national targets "to protect and conserve at least 30% of the land area and 10% of the marine area and to strengthen the means of qualitative achievement by establishing sub-targets through an effective system of protected areas and OECMs by 2030.".

Application of Environmental Friendly Bio-adsorbent based on a Plant Root for Copper Recovery Compared to the Synthetic Resin (구리 회수를 위한 식물뿌리 기반 친환경 바이오 흡착제의 적용 - 합성수지와의 비교)

  • Bawkar, Shilpa K.;Jha, Manis K.;Choubey, Pankaj K.;Parween, Rukshana;Panda, Rekha;Singh, Pramod K.;Lee, Jae-chun
    • Resources Recycling
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    • v.31 no.4
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    • pp.56-65
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    • 2022
  • Copper is one of the non-ferrous metals used in the electrical/electronic manufacturing industries due to its superior properties particularly the high conductivity and less resistivity. The effluent generated from the surface finishing process of these industries contains higher copper content which gets discharged in to water bodies directly or indirectly. This causes severe environmental pollution and also results in loss of an important valuable metal. To overcome this issue, continuous R & D activities are going on across the globe in adsorption area with the purpose of finding an efficient, low cost and ecofriendly adsorbent. In view of the above, present investigation was made to compare the performance of a plant root (Datura root powder) as a bio-adsorbent to that of the synthetic one (Tulsion T-42) for copper adsorption from such effluent. Experiments were carried out in batch studies to optimize parameters such as adsorbent dose, contact time, pH, feed concentration, etc. Results of the batch experiments indicate that 0.2 g of Datura root powder and 0.1 g of Tulsion T-42 showed 95% copper adsorption from an initial feed/solution of 100 ppm Cu at pH 4 in contact time of 15 and 30 min, respectively. Adsorption data for both the adsorbents were fitted well to the Freundlich isotherm. Experimental results were also validated with the kinetic model, which showed that the adsorption of copper followed pseudo-second order rate expression for the both adsorbents. Overall result demonstrates that the bio-adsorbent tested has a potential applicability for metal recovery from the waste solutions/effluents of metal finishing units. In view of the requirements of commercial viability and minimal environmental damage there from, Datura root powder being an effective material for metal uptake, may prove to be a feasible adsorbent for copper recovery after the necessary scale-up studies.

Example of Legislation on the Space Relations of Every Countries in the World and Main Contents of the Space Exploration Promotion Act and Future Task in Korea (세계 각국의 우주관계 입법례와 우리나라 우주 개발진흥법의 주요내용 및 앞으로의 과제)

  • Kim, Doo-Hwan
    • The Korean Journal of Air & Space Law and Policy
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    • v.20 no.1
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    • pp.9-43
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    • 2005
  • The Korean government established her first "National Space Program" in 1996, and revised it in 2000 and 2005. As embedded in the National Space Program, Korea aims to become one of the world's top countries in space technology by 2010. All of 13 satellites are planned to be put into orbit as schematized, which include 7 multi-purpose satellites, 4 science satellites and 2 geostationary orbit satellites. The Space Center in Korea is to be built at Woinara-Do, Bongrae-Myon, Koheung-Goon, Junlanam Province on the southern coast of the Korean peninsular. The first phase of the construction of the space center will be finished by 2007 for launch of KSLV-l. This will make Korea be the 13th advanced country in space development having a launching site in the world. The "Space Center" will serve as the infrastructure for the development of space technology and related technology, and plan to launch a low earth orbit satellite in 2007. A second science satellite made in Korea will be launched from the space center by 2007. From 2010, the center will be operated on a commercial basis operating launch facilities for low-to mid-altitude orbit satellites. Since the 'Aircraft Industry Promotion Act' was replaced by the 'Aerospace Industry Development Promotion Acf of 1987, this Act had been amended seven times from 1991 year to 2004. Most of developed countries has been enacted the space law including the public or private items such as an (1)DSA, (2)Russia, (3)the United Kingdom, (4)Germany, (5)France, (6)Canada, (7)Japan, (8)Sweden, (9)Australia, (10)Brazil, (11)Norway, (12)South Africa, (13)Argentina, (14)Chile, (15)Ukrainian etc. As the new Space Exploration Promotion Act was passed by the resolution of the Korean Congress on May 3, 2005, so the Korean government has made the public proclamation the abovementioned Act on May 31, this year. This Act takes effect on December 1, 2005 after elapsing six months from the date of promulgation. The main contents of Space Exploration Promotion Act of 2005 is as the following (1)establishing a basic plan for promoting space exploration, (2)establishment and function of national space committee, (3)procedure and management of domestic and international registration of space objects, (4)licensing of launch by space launch vehicles, (5)lability for damages caused by space accidents and liability insurance, (6) organizing and composition of the space accident investigation committee, (7)Support of non-governmental space exploration project, (8)Requesting Support and Cooperation of Space Exploration, (9)Rescue of Astronauts and Restitution of Space Objects, etc.. In oder to carry out successfully the medium and long basic plan for promoting space exploration and to develope space industry in Korea, I think that it is necessary for us to enlarge and to reorganize the function and manpower of the Space Technology Development Division of the Ministry of Science & Technology and the Korea Aerospace Research Institute. Korea has been carrying out its space program step by step according to the National Space Program. Korea also will continually strengthen the exchange and cooperation with all the countries in the world under the principle of equality, friendship relations and mutual benefits. Together with all other peoples around the globe, Korea will make due contribution towards the peaceful utilization of space resources and promotion of human progress and prosperity.

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Seeking a Better Place: Sustainability in the CPG Industry (추심경호적지방(追寻更好的地方): 유포장적소비품적산업적가지속발전(有包装的消费品的产业的可持续发展))

  • Rapert, Molly Inhofe;Newman, Christopher;Park, Seong-Yeon;Lee, Eun-Mi
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.199-207
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    • 2010
  • For us, there is virtually no distinction between being a responsible citizen and a successful business... they are one and the same for Wal-Mart today." ~ Lee Scott, al-Mart CEO after the 2005 Katrina disaster; cited in Green to Gold (Esty and Winston 2006). Lee Scott's statement signaled a new era in sustainability as manufacturers and retailers around the globe watched the world's largest mass merchandiser confirm its intentions with respect to sustainability. For decades, the environmental movement has grown, slowly bleeding over into the corporate world. Companies have been born, products have been created, academic journals have been launched, and government initiatives have been undertaken - all in the pursuit of sustainability (Peattie and Crane 2005). While progress has been admittedly slower than some may desire, the emergence and entrance of environmentally concerned mass merchandisers has done much to help with sustainable efforts. To better understand this movement, we incorporate the perspectives of both executives and consumers involved in the consumer packaged goods (CPG) industry. This research relies on three underlying themes: (1) Conceptual and anecdotal evidence suggests that companies undertake sustainability initiatives for a plethora of reasons, (2) The number of sustainability initiatives continues to increase in the consumer packaged goods industries, and (3) That it is, therefore, necessary to explore the role that sustainability plays in the minds of consumers. In light of these themes, surveys were administered to and completed by 143 college students and 101 business executives to assess a number of variables in regards to sustainability including willingness-to-pay, behavioral intentions, attitudes, willingness-to-pay, and preferences. Survey results indicate that the top three reasons why executives believe sustainability to be important include (1) the opportunity for profitability, (2) the fulfillment of an obligation to the environment, and (3) a responsibility to customers and shareholders. College students identified the top three reasons as (1) a responsibility to the environment, (2) an indebtedness to future generations, and (3) an effective management of resources. While the rationale for supporting sustainability efforts differed between college students and executives, the executives and consumers reported similar responses for the majority of the remaining sustainability issues. Furthermore, when we asked consumers to assess the importance of six key issues (healthcare, economy, education, crime, government spending, and environment) previously identified as important to consumers by Gallup Poll, protecting the environment only ranked fourth out of the six (Carlson 2005). While all six of these issues were identified as important, the top three that emerged as most important were (1) improvements in education, (2) the economy, and (3) health care. As the pursuit and incorporation of sustainability continues to evolve, so too will the expected outcomes. New definitions of performance that reflect the social/business benefits as well as the lengthened implementation period are relevant and warranted (Ehrenfeld 2005; Hitchcock and Willard 2006). We identified three primary categories of outcomes based on a literature review of both anecdotal and conceptual expectations of sustainability: (1) improvements in constituent satisfaction, (2) differentiation opportunities, and (3) financial rewards. Within each of these categories, several specific outcomes were identified resulting in eleven different outcomes arising from sustainability initiatives. Our survey results indicate that the top five most likely outcomes for companies that pursue sustainability are: (1) green consumers will be more satisfied, (2) company image will be better, (3) corporate responsibility will be enhanced, (4) energy costs will be reduced, and (5) products will be more innovative. Additionally, to better understand the interesting intersection between the environmental "identity" of a consumer and the willingness to manifest that identity with marketplace purchases, we extended prior research developed by Experian Research (2008). Accordingly, respondents were categorized as one of four types of green consumers (Behavioral Greens, Think Greens, Potential Greens, or True Browns) to garner a better understanding of the green consumer in addition to assisting with a more effective interpretation of results. We assessed these consumers' willingness to engage in eco-friendly behavior by evaluating three options: (1) shopping at retailers that support environmental initiatives, (2) paying more for products that protect the environment, and (3) paying higher taxes so the government can support environmental initiatives. Think Greens expressed the greatest willingness to change, followed by Behavioral Greens, Potential Greens, and True Browns. These differences were all significant at p<.01. Further Conclusions and Implications We have undertaken a descriptive study which seeks to enhance our understanding of the strategic domain of sustainability. Specifically, this research fills a gap in the literature by comparing and contrasting the sustainability views of business executives and consumers with specific regard to preferences, intentions, willingness-to-pay, behavior, and attitudes. For practitioners, much can be gained from a strategic standpoint. In addition to the many results already reported, respondents also reported than willing to pay more for products that protect the environment. Other specific results indicate that female respondents consistently communicate a stronger willingness than males to pay more for these products and to shop at eco-friendly retailers. Knowing this additional information, practitioners can now have a more specific market in which to target and communicate their sustainability efforts. While this research is only an initial step towards understanding similarities and differences among practitioners and consumers regarding sustainability, it presents original findings that contribute to both practice and research. Future research should be directed toward examining other variables affecting this relationship, as well as other specific industries.