• 복식문화연구
• /
• 제26권2호
• /
• pp.125-139
• /
• 2018

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers' control over purchase behaviors through reducing barriers generated by insufficient product information.

• 한국식품조리과학회지
• /
• 제24권1호
• /
• pp.1-10
• /
• 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.

• 한국콘텐츠학회논문지
• /
• 제18권8호
• /
• pp.544-560
• /
• 2018

공익연계마케팅은 소비자들이 조직이나 개인의 목적을 만족시키려는 기업과의 이윤 창출적인 교환행위에 참여함에 있어, 기업이 지정된 사회적 명분을 대상으로 일정금액을 기부하는 것을 특징으로 하는 마케팅 활동이다. 본 연구는 공익연계 마케팅 메시지 제시여부가 소비자 제품태도에 미치는 영향력을 확인하고, 더불어 소비자의 윤리적 소비성향 및 사회신뢰성향 그리고 제품유형(실용재 vs. 쾌락재)의 조절적 역할을 규명함으로써 실무적인 시사점을 제시하고자 하였다. 연구결과, 소비자들은 공익연계 마케팅 메시지가 제시되지 않은 제품보다 공익연계 마케팅 메시지가 제시된 제품에 대하여 더 호의적인 태도를 보이는 것으로 나타났다. 또한 소비자의 윤리적 소비성향과 사회적 신뢰성향이 높을 경우 공익연계 마케팅 메시지가 더 강한 영향을 미치는 것으로 나타났다. 하지만 제품유형에 대한 조절효과는 유의하지 않은 것으로 나타났다. 이들 결과는 기업이 공익연계 마케팅 활동을 전개하는 것도 중요하지만, 그에 앞서 소비자들의 윤리적 소비성향과 사회적 신뢰성향을 높여줄 수 있는 다양한 캠페인 등을 전개할 때, 이러한 마케팅 활동이 보다 큰 성과를 낼 수 있음을 시사하고 있다.

• 유통과학연구
• /
• 제18권7호
• /
• pp.37-48
• /
• 2020

Purpose: There has been an increasing focus on consumer ethics by researchers and practitioners alike with the former seeking to examine the general discrepancy between ethical attitude, intention and actual behaviour by proposing behavioural measures to understand ethical consumption. Research into the effects of generational cohorts and gender, two fundamental demographic factors that shape the consumer habituated repertoire, on consumer ethics has reported mixed findings. The present study investigates if there are differences in ethical consumer behavior by generational cohorts and by gender in the context of an emerging market - Vietnam. Research design, data and methodology: Data was collected using a quantitative survey (a link to the questionnaire was posted on relevant social media platforms). A total of 539 usable responses was used for ANOVAs and independent t-tests to test the hypotheses. Results: a) There are significant differences in terms of ethical consumer behavior between Gen Z and Gens Y/X, but no difference between Gen X and Gen Y; b) There is no gender difference in ethically minded consumer behavior. Conclusion: For consumer ethics, generational effects may be moderated by macroeconomic conditions, while gender alone as a biological variable may not be a reliable predictor.

• 한국의류학회지
• /
• 제33권12호
• /
• pp.1956-1964
• /
• 2009

국내 윤리적 패션 상품 소비자들의 특성을 파악하기 위하여 그들의 윤리적 상품 구매 행동에 영향을 미치는 요인을 연구하였다. 윤리적 패션은 환경을 해치지 않는 소재와 생산과정, 공정무역 등을 기반으로한 의식 있는 패션으로, 최근 들어 세계 패션계의 중요한 이슈로 부각되고 있다. 전 세계적으로 이에 대한 관심이 커지면서 관련 연구도 꾸준히 행해지고 있지만 대부분 서구 사회를 기반으로 한 것으로 한국 사회의 윤리적 패션 상품 소비 행동을 이해하는 데는 한계가 따른다. 이에 따라 본 연구에서는 윤리적 패션 상품을 한 번 이상 구매한 경험이 있는 윤리적 패션 상품 소비자와 윤리적 패션 상품 구매 경험이 없는 소비자 간의 차이를 규명하였다. 또한, 소비자 효과성 지각, 가치(Self-direction, Benevolence, Universalism), 사회적 책임감, 지각된 통제 요인, 체면 의식, 집단 동조 의식이 윤리적 패션 상품 소비자의 윤리적 상품구매 행동에 대한 태도와 향후 일반적인 윤리적 상품 구매 의도에 미치는 영향을 알아보았다. 자료수집을 위해 2009년 4월 20일부터 6월 7일까지 온라인과 오프라인을 통한 양적 조사를 실시했고, 편의표본 추출법을 사용하였다. 윤리적 소비 혹은 윤리적 상품의 개념에 대해 알고 있는 소비자를 대상으로 하였고, 총 494명의 응답이 분석에 사용되었다. 구매한 경험이 있는 윤리적 패션 아이템은 액세서리가 가장 많았고, 그 다음으로는 성인의류, 아동의류, 쥬얼리, 신발 순이었다. 윤리적 패션 상품을 구매하게 된 이유는 공정하게 거래된 제품이어서, 디자인, 기부할 수 있어서, 품질, 주변인의 권유로 등이 있었다. 독립표본 t-test를 통해 윤리적 패션 상품 소비자와 아닌 소비자 간의 차이를 알아본 결과, 윤리적 패션 상품을 구매한 경험이 있는 소비자는 아닌 소비자에 비해 윤리적 상품 구매 행동에 대한 태도와 향후 구매 의도, 체면 의식, 소비자 효과성 지각 요인, 사회적 책임감 요인이 높게 나타났다. 또한 윤리적 패션 상품 소비자는 아닌 소비자보다 self-direction, universalism 가치를 자신의 삶에 있어 보다 중요한 가치로 인식하고 있었다. 다중회귀 분석을 통해 윤리적 패션 상품 소비자의 윤리적 상품 구매 행동에 대한 태도와 향후 일반적인 윤리적 상품 구매 의도에 영향을 미치는 요인을 알아본 결과, 윤리적 패션 상품 소비자의 경우, 윤리적 상품 구매 행동에 대한 태도에 소비자 효과성 지각 요인이 가장 큰 영향을 미치고, 그 다음으로 benevolence 가치가 영향을 미치는 것으로 나타났다. 또한 윤리적 상품의 향후 구매 의도에는 사회적 책임감, benevolence, 태도 순으로 영향을 받고, 집단 동조 의의 경우 오히려 윤리적 상품 구매 의도에 부정적인 영향을 미치는 것으로 나타났다.

• 복식문화연구
• /
• 제26권6호
• /
• 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.

• 서비스연구
• /
• 제13권2호
• /
• pp.24-40
• /
• 2023

최근의 소비자들은 기업이 우리 사회가 직면한 문제들과 맞서 싸우며 사회 변화를 위하여 관심을 가지고 행동하기를 기대한다. 이에 본 연구는 우리 사회의 주요 이슈와 관련된 사회적 목소리를 담은 네이티브 광고에 대한 효과를 규명하고자 하였다. 특히 본 연구는 사회적 목소리를 담은 네이티브 광고의 주체와 개인 특성인 윤리적 소비 성향에 따라 그 효과가 어떻게 나타나는지에 대하여 주목하였다. 그리고 소비자는 기업이 후원한 네이티브 광고보다 기업이 직접 제작한 네이티브 광고에 대해 부정적 기업 태도를 보일 것이며, 소비자의 윤리적 소비 성향에 따라 이러한 효과가 달라질 것이라는 가설을 제안하였다. 일련의 가설을 검정하기 위하여 직장인들을 대상으로 온라인 실험을 진행하였다. 연구 결과에 따르면, 사회적 목소리를 담은 네이티브 광고에 있어서 주체를 기업이 직접 제작이라고 표기했을 때와 기업이 후원하였다고 표기하였을 시 소비자의 기업 태도는 차이가 나타나지 않았다. 그러나 소비자의 개인 특성인 윤리적 소비 성향에 따른 유의한 차이를 발견할 수 있었는데 윤리적 소비 성향이 높은 소비자의 경우 사회적 목소리를 담은 네이티브 광고의 주체로 기업이 제작하였다는 표기보다는 기업이 후원하였다고 표기한 경우 기업 태도가 높게 나타났다. 이와 같은 연구의 결과는 광고 표기의 명료성에 관한 관심이 높아지는 현시점에서 네이티브 광고의 주체 및 표기에 대한 효과를 밝히고 이러한 효과에 영향을 미치는 개인 특성 변인을 규명하였다는 점에서 연구의 함의를 찾을 수 있다. 또한, 실무적으로 기업이 사회적 목소리를 담은 네이티브 광고를 집행할 시에 윤리적 소비 성향이 높은 소비자들의 기업 태도를 높이기 위해서 광고 주체 및 표기를 더 세심하게 재고해야 할 필요성이 있음을 시사해준다.

• Asian Pacific Journal of Cancer Prevention
• /
• 제17권11호
• /
• pp.4813-4818
• /
• 2016

Objective: The objective of the study was to determine the Knowledge, Attitude and Practice of chewing gutka,areca nut, snuff and tobacco smoking among the young population in the Northern India Population between the age of 15 to 22 years. Methods: The study was approved by the ethical committee. A total of 10 school and colleges located in the rural and urban areas was selected. A total of 1500 young individuals aged between 15 to 22 years were selected. A self-administered questionnaire was designed comprised of 14 closed ended questions about Knowledge, Attitude and Practice towards consumption of areca nut, gutka and tobacco smoking that were filled by the participants. Descriptive statistics were obtained and mean, standard deviation, frequency and percentages were calculated. Data was analyzed by using SPSS. Result: A total of 1050 out of 1500 students responded to the questionnaire. A total of 227 subjects agreed that they are consuming the tobacco. Out of this, 196 (86.34%) were boys and 31 (13.65%) were girls who agreed in consumption of tobacco product. Out of 196, 150 boys (76.5%) practices the habit of smoking 1 -5 times a day and 46 (23.4% ) practice the habit of chewing areca nut and gutkha 1 - 5 times a day. Out of 31 girls, 25 girls (80.6%) practices the habit of smoking 1 -5 times a day and 6 (19.4%) practice the habit of chewing areca nut and gutkha 1 - 5 times a day. Out of 740 subjects, 530 were boys and 210 girls have full knowledge of deleterious long term effects of tobacco consumption. Conclusion:The present study concluded that young population of North India lack Knowledge, Attitude and Practice regarding consumption of areca nut, gutka and tobacco smoking. Here is an urgent need to take effective steps, especially on launching community awareness programs for the school children and public to educate them about the consequences of tobacco use, and on assessing their effectiveness in curbing the problem.

• 복식문화연구
• /
• 제26권3호
• /
• pp.409-426
• /
• 2018

This study explores the effect of moral identity on attitude toward and purchase intention of upcycled fashion products by comparing purchasers and non-purchasers. Data from 127 purchasers and 307 non-purchasers collected through a survey was analyzed using descriptive statistics, confirmatory factor analysis, model invariance check, and multiple-group comparison tests using Amos 23.0. Results indicate consumers with purchase experiences of upcycled fashion products showed a higher level of moral identity (internalization and symbolization), positive attitude toward upcycled fashion products, and purchase intention than did consumers with no purchase experience. In model tests, internalization affected attitude toward purchasing upcycled fashion products, whereas symbolization affected purchase intention, regardless of purchase experience. The effect of symbolization on purchase intention was consistent with prior studies focusing on charity behaviors that are highly visible to others. These findings demonstrate that fashion products are visible and symbolic, so it should be carefully considered in ethical consumption studies. From these results, researchers may obtain insights on the process of how consumers apply moral identity to their purchase intention regarding upcycled fashion products. Likewise, marketers may enhance satisfaction of consumers with a high level of symbolization by putting special tags and logos that clearly highlight the products' upcycled nature.

• 한국의류학회지
• /
• 제46권5호
• /
• pp.848-867
• /
• 2022

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.