• Korean Journal of Human Ecology
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• v.20 no.6
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• pp.1121-1133
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• 2011

Fair trade has received increasing attention from ethical consumers in the North Trans-Atlantic world. It is a movement establishing alternative trading organizations to ensure minimal returns, safe working conditions, and to provide continuity in the trading relationship for disadvantaged producers, especially women and indigenous people in the South. Despite of the growing fair trade movement in the U.S. and Europe, it is still in the introductory stage in Korea. Although fair trade has gained some attention because of the efforts of activists, most Korean consumers are still unaware of it. This paper is divided into four sections including an introduction and conclusions. In section two, I analysed sales of the fairly traded products and the websites of the fairly traded products sellers. In section three, I proposed two effective recommendations for the better marketing and promotion strategies of fairly traded products. One proposal is for providing consumer information, like fair trade certificates, consumer campaigns, and consumer information of the fair trade sellers' websites analyses. The other is for establishing the infrastructure to promote the consumption of fairly traded products such as consumer education, corporate social responsibility, social enterprise, fair trade town and school, and networking. This study is relavant to academics, non-profit fair trade organizations, manufacturers, retailers and governments.

• International Journal of Human Ecology
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• v.17 no.1
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• pp.15-25
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• 2016

A number of studies in recent years of have begun to look at the connection between country affinity (an interest in and admiration of a particular country) and a desire to buy the products and services of that country. Country affinity has been shown to be particularly important when consumers lack other sources of information about a good or service. However, except for direct questioning, methods to identify the affinity consumers might have for another country are lacking. This study examines the degree to which attending a movie set in a particular country will be related to an affinity for that country and possibly by extension the goods and services of that country. It is not the goal of this study to suggest that movies create the affinity, but rather that that the affinity will exist for viewers of the films. Two films set in Ireland and featuring Irish actors where shown to audiences composed of Korean students and a small number of Korean adults. As a point of comparison, students in two introductory consumer classes were also asked to complete a similar questionnaire. Four affinity factors were identified from a list of 17 items. Those who attended the historical drama showed a greater affinity for Ireland than those who attended the romantic musical. Affinity for Ireland among Koreans was also meaningful in predicting interest in purchasing Irish products.

• Preventive Nutrition and Food Science
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• v.15 no.4
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• pp.329-334
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• 2010

Buckwheat flour was incorporated into steamed breads by adding the flour in the range of 0~9% based on the Baker's percentages and the physicochemical properties and consumer acceptance were investigated. After mixing, kneading, proofing, and molding, bread dough was steamed for 15 min using a steam tray and boiling water. The samples were cooled to room temperature for 15 min and packed in airtight bags for further analyses. pH of the steamed bread decreased slightly while titratable acidity increased significantly from 1.02 to 1.37 mL with the incorporation of more buckwheat flour in the formulation (p<0.05). Water activity was not affected by the buckwheat flour level (p>0.05). Moisture content slightly decreased from 43.72 to 42.30% while soluble solids content increased from 0.63 to 0.85 as the buckwheat flour concentration increased. As a result of the addition of buckwheat flour, the specific volume decreased from 3.31 to 2.57 mL/g; on the other hand, the spread ratio ranged from 2.17 to 2.21 without significant differences among them (p>0.05). At the higher level of buckwheat content, lower scores of all color parameters ($L^*$, $a^*$, and $b^*$-values) were observed. Firmness increased significantly with an increase in buckwheat flour content (p<0.05). Consumer acceptance tests indicated that incorporation of up to 3% buckwheat flour in the formulation of steamed breads did not significantly influence the consumers' acceptability in all attributes tested, except for color and elasticity.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.1
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• pp.443-450
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• 2021

The paper investigates the factors that affect the decision of young Chinese consumers to buy high-end cosmetics. The study is based on the responses obtained by questionnaires from 400 respondents in Guangzhou, China. The information was collected and classified on the basis of gender, occupation, age and education in order to understand the main characteristics of the sample in a better way. The purposive, convenient and quota sampling techniques of non-probability sampling method were used. Besides this, the predictive test was carried out with 30 respondents to ensure the reliability and validity of the questionnaires. The data was put to descriptive statistical analysis and multiple regression analysis in order to verify the hypotheses. The data revealed that, while brand awareness does not affect the consumer attitude about the high-end cosmetics, other factors like product involvement, perceived quality, subjective norm, and word-of-mouth have significant effect on consumer's attitude and consumers' intention about high-end cosmetics. The findings of the study show that subjective norm, perceived value, word-of-mouth, and consumer attitude of cosmetic products highly affect consumers purchase intention of high-end cosmetic products. The research paper helps to form concrete and effective marketing strategy based on various aspects of consumer behavior for high-end cosmetics in China.

• Cross-Cultural Studies
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• v.25
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• pp.7-33
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• 2011

In this paper we attempt to read a film by Haejoon LEE entitled 'Castaway on the moon' from the Bauman's modernity perspective that draws our attention to uncomfortable problems relative to wastes and wasted lifes in the global consumer society we all live in. The so-called consumer society is a post-modern society designed according to the following two criteria: on the one hand, beauty and ugliness and on the other hand, competence and incompetence. Classified as ugly as well as incompetent in this society, the two heros in this film are condemned to live their lifes isolated. Miss Kim is confined to her small room while Mr. Kim is exiled to an uninhabited island called 'Bamsum' in the Han River. In these spaces, neither inside nor outside, they perform what we would like to call 'surplus act', using wastes at their disposal. In this paper we ask ourselves whether or not this act is able to challenge the two criteria and the solidarity of the two wasted lifes can bring about change in the consumer oriented society. As well as Bauman, Agamben will help us approach this question from a theoretical point of view.

• The Research Journal of the Costume Culture
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• v.31 no.5
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• pp.607-626
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• 2023

This study analyzes consumer fashion purchase patterns from a big data perspective. Transaction data from 1 million transactions at two Korean fashion brands were collected. To analyze the data, R, Python, the SPADE algorithm, and network analysis were used. Various consumer purchase patterns, including overall purchase patterns, seasonal purchase patterns, and age-specific purchase patterns, were analyzed. Overall pattern analysis found that a continuous purchase pattern was formed around the brands' popular items such as t-shirts and blouses. Network analysis also showed that t-shirts and blouses were highly centralized items. This suggests that there are items that make consumers loyal to a brand rather than the cachet of the brand name itself. These results help us better understand the process of brand equity construction. Additionally, buying patterns varied by season, and more items were purchased in a single shopping trip during the spring season compared to other seasons. Consumer age also affected purchase patterns; findings showed an increase in purchasing the same item repeatedly as age increased. This likely reflects the difference in purchasing power according to age, and it suggests that the decision-making process for pur- chasing products simplifies as age increases. These findings offer insight for fashion companies' establishment of item-specific marketing strategies.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.181-198
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• 2024

Fashion stress is a pertinent aspect of modern consumer culture that has been underexplored in academic research. This study developed a conceptual framework of fashion stress and a multidimensional scale to measure consumers' fashion stress. The qualitative study included literature reviews on consumption stress, shopping stress, and consumer behavior, as well as focus group interviews to gain insight into various dimensions of fashion stress. NVivo 12.0 was used to analyze the qualitative data and identify core categories following the grounded theory methodology. The quantitative study involved a preliminary and a primary surveys to verify the validity and reliability of the fashion stress scale. A total of 220 questionnaires were used for data analysis. The results show that fashion stress consists of eight factors: care, shopping, fit, brand, financial, closet, style, and disposal. Choice difficulty plays a significant role in all factors of fashion stress. Moreover, shopping stress had a negative impact on impulse buying, while other factors such as fit, brand, closet, and disposal stress had a positive impact on impulse buying. Thus, fashion stress is a potential antecedent of impulsive consumer behavior. The results also confirm the validity and reliability of the scale. The fashion stress scale developed in this study offers researchers a valuable tool for assessing and understanding consumer experiences.

• Journal of the Korean Society of Food Culture
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• v.26 no.6
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• pp.657-672
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• 2011

This study was a survey of consumer awareness and attitudes about genetically modified foods and their labeling regulations. Questionnaires were distributed to 4,620 consumers who lived in different areas of Korea, and 4,076 people responded. The consumers were asked about knowledge, labeling information, and their sources of information about GM foods. Respondents from Seoul, Jeonnam, and Gyeongnam answered mostly "nearly don't know > moderate > never know > know a little." Respondents from Gyeonggi answered "moderate > nearly don't know > never know > know a little." According to occupation, housewives, company employees, consultants, and students answered mostly "nearly don't know > moderate > never know > know a little. "Consumers answered about the intent to buy GM foods differently according to area, occupation, and education. Seoul and Gyeonggi residents said that reinforcing factors to relieve the insecurity of GM foods were "evaluating safety > management of GM foods by the government > GM food regulation system." There were other answers according to area, occupation, and education. About GM-related education methods that they wished to have, residents of the Seoul area said "books/leaflets" most often, but residents of the Gyounggi area said "attending a lecture" most often. Housewives also said "attending a lecture," but teachers and students said "Internetbased education" most often. About the kinds of education that they could join, Seoul residents answered "consumer groups > school parents > public institutions," but Gyeonggi and Chungnam area residents answered "public institutions > consumer groups > school parents." Housewives and students answered "consumer groups" most often, but consultants and private business owners answered "public institutions" most often. We realized that different education methods were necessary for different areas, occupations, and education levels.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.177-190
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• 2016

On-line consumer reviews are good references for consumers to evaluate and buy apparel products. The objective of this study is to facilitate communication about performance textiles between consumers and merchandisers who buy and sell apparel products on online. The survey was based on standardizing words used in consumer reviews written after purchase of summer knit t-shirts at internet shopping mall and evaluating the performance textiles including cellulose fibers. We collected reviews of five sorts of the clothing products including cotton/modal, tencel/polyurethane, polyester/rayon, linen, cotton and selected 1000 reviews related to textiles. For classifying each word used in the reviews by the performance textiles, they were quantified applying same standards. The results were as follow: First, the standard for consumer to consider importantly was tactile sensation, appearance, pilling, thickness, dimensional stability in washing. Second, the important category of performance textiles was healthy-comfort and psychological-comfort. Third, there were difference performance textiles for consumer to recognize, e.g. cotton/modal was important to air-permeability, tencel/polyurethane was noticed about tactile sensation, polyester/rayon was perceived about pilling unlike other things, linen had a problem of clothing care-convenience, then cotton was familiar fiber to important for appearance. The last, consumers usually focused on writing the most positive or negative online reviews. Although not familiar with professional terminologies, consumers are sensitive to physical properties of textiles. Therefore, standardizing and evaluating performance textiles are expected to improve satisfaction as providing objective information to consumers considering in buying apparel products at online shopping mall and increase in revenue to manufacturer.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.1
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• pp.125-134
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• 2008

Consumers' need for uniqueness reflects individual differences in counterconformity and related to the attitude toward brands as well as purchase behavior. To understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' need for uniqueness and clothing interest on the brand consciousness, loyalty and purchase intention. Survey was utilized to collect the data and subjects were 271 college students. Measures consisted of five main constructs: Consumer's need for uniqueness, clothing interest, brand consciousness, brand loyalty, and purchase intention. The measurement and structural models were evaluated using PRELIS 2 and LISREL 8.53. Consumer's need for uniqueness was confirmed to have three constructs: creative, unpopular, and avoidance. The researcher tested Model 1 and developed five other models-Models 2 through 6-based on the results from Model 1 evaluation. The additional Models 2 through 6 were nested in Model 1. To select a best model, the researcher compared the value of chi-square, RMSEA, GFI, AIC, and ECVI. Since Model 6 also illustrated conceptually or theoretically reasonable relationships among constructs as well, it was finally selected as a best model. In the Model 6, the creative dimension of consumer's need for uniqueness had a negative relationship with brand loyalty, while the avoidance dimension of consumer's need for uniqueness had positive relationship. The unpopular dimension of consumer's need for uniqueness and clothing interest had significant positive effects on the brand consciousness. The brand consciousness was significantly related to brand loyalty and brand loyalty to purchase intention.