• Korean journal of food and cookery science
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• v.24 no.1
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• pp.1-10
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• 2008

The purpose of this study was to examine the ethical attitudes of consumers in consumption situations by using the consumer ethics scale(CES). Self-administrated questionnaires were completed by 492 consumers, and the resulting data were analysed by frequency, chi-square, one-way ANOVA, factor analysis, reliability analysis, and cluster analysis. We found four different groups of consumers were identified according to their ethical attitudes in consumption situations: 1) the unethical onlooker consumer group, 2) the socialized unethical consumer group, 3) the ethical consumer group, and 4) the severely unethical consumer group. The unethical onlooker consumer group was most widespread prevalent among university students who were in their 20s and down or under, and who received spending money from their parents, and the socialized unethical consumer group was most prevailing prevalent among the higher educated consumers. The women who consumers slightly outnumbered men in an the ethical consumer group, slightly outnumbered the men who did, and many of the university-educated large income earners fell into this group consumed in that way as well. The severely unethical consumer group was quite uncommon among those who were at the age of 41 and up over, and not many of the higher educated people and larger income earners consumed in an the severely unethical consumer group, either. Thus, it's proven this study proves that in terms of the propensity to consume, the consumers' were different from one another in ethical attitudes and behaviors differ according to their demographic characteristics.

• Korean Journal of Human Ecology
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• v.13 no.6
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• pp.891-901
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• 2004

This study is to investigate the degree of consumers' non-ethical perceptions and behaviors, and to explore related variables such as demographic variables, idealism and relativism. The data used in this study were obtained by surveying 237 college students from 10th through 24th of October, 2002 in Kimhae city. We conducted a statistical analysis of the data, using percentiles, frequencies, means, t-test, ANOVA, and Multiple Regression. Consumers' non-ethical perceptions and behaviors were measured by modifying Consumer Ethics Scale(CES, Muncy & Vitell, 1992). The CES scale comprises 4 sub-factors: actively benefiting from illegal activity(CES1), passively benefiting(CES2), actively benefiting from questionable action(CES3), no harm/no foul(CES4). Average scores of consumers' non-ethical perceptions and behaviors marked below a mid-value, which means that most of the students are basically ethical. The related variable of consumers' non-ethical perceptions was idealism. The related variables of consumers' non-ethical behaviors were idealism and the amount of discretionary money. The results show that most of the participants are basically ethical as a consumer. However, the results related with the CES4 sub-factor which includes consumer attitudes toward copyrights of consumer softwares and music CDs tell us that they are relatively non-ethical. This claims an importance of consumer education to college students in regards to intellectual property.

• Journal of the Korean Society of Costume
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• v.63 no.7
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• pp.148-163
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• 2013

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, which is a new concept of brand association. For quantitative research, a total of 591 samples of consumer survey were taken from 24th of August to 7th of September, 2009. The results of this study were as follows: 1) The scale for the fashion brand authenticity was developed, which consisted of 33 questions. These questions estimated a total of 8 dimensions, including heritage, authority, relationship to place, consistency, non-popularity, trend leading, originality, and ethics. 2) The internal structure of the fashion brand authenticity was confirmed. The internal structure was constituted into core attributes and promoted attributes. 3) The relationship between the fashion brand authenticity and consumer related variables were found. The core attributes of authenticity were putting positive influence directly on brand loyalty. However, paths through brand attachment or brand commitment were not found. The promoted attributes showed that it had a direct negative influence on brand loyalty, but it has also showed positive influence on paths, which underwent brand attachment and commitment.

• Journal of the Korean Home Economics Association
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• v.46 no.5
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• pp.9-17
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• 2008

The present study was conducted to analyze high school students' attitudes toward jean brand counterfeits relative to their self-esteem and self-consciousness. The study was implemented through a normative-descriptive survey using questionnaire. The sample consisted of 605 high school students from 6 high schools located in Seoul. Data were analyzed by mean, cluster analysis, regression, ANOVA and Duncan's test. The results were as follows: (1) As a whole, the mean values of preference and purchasing intentions toward counterfeit jeans were 2.99 and 2.83, respectively, indicating a slightly low average on the 5-point Likert scale. The results indicated that 45.5% of respondents have more than one item of counterfeit jeans. (2) Differences were found in the level of self-esteem and public self-consciousness among the three groups, who were classified by the level of purchasing intention and preference toward counterfeit jeans. Among the three groups (high/middle/low), the group having low purchasing intention and preference toward counterfeit jeans showed higher self-esteem and public self-consciousness than the other two groups. (3)Regression analysis showed that the self-esteem and public self-consciousness of high school students have an impact on the amount of purchasing of counterfeit jeans. (4)In the process of developing effective policies against the jean brand counterfeits market, it should be fully considered that high school students' purchasing intentions regarding jean brand counterfeits are related to their self-consciousness. It could be said that the policies followed to eliminate counterfeits and to enhance the consumer ethics of high school students will be more effective when those policies are accompanied by efforts to form their sound self-consciousness, especially in the areas of self-esteem and public self-consciousness.