• 경영과정보연구
• /
• 제36권2호
• /
• pp.59-79
• /
• 2017

본 연구는 공정무역과 관련된 소비자의 자기결정성 심리욕구(자율성, 유능성, 관련성)와 공정무역제품과 관련된 브랜드 자산 간의 관계를 실증분석을 통하여 검증하고자 하였다. 기존 공정무역과 관련된 소비자 반응의 선행연구들과 차별적으로 보다 더 소비자의 내적 욕구 충족성에 기반 한 전략적 브랜드 관리로 연결시키고 있다는 점에서 의의가 있다고 할 수 있다. 구체적으로 본 연구의 실증분석의 결과, 자기결정성 심리욕구와 브랜드 자산 간 관계는 소비자의 공정무역에 대한 태도를 중심으로 브랜드 자산이 과정적으로 인식되고 있음이 밝혀졌으며, 특히 유능성과 관련된 소비자의 욕구충족성은 전략적으로 중요한 구성개념임이 밝혀졌다. 본 연구의 연구결과를 토대로 향후 공정무역제품과 관련된 브랜드 자산의 전략적 관리에 중요한 시사점을 제공해 줄 것으로 기대된다.

• 경영과정보연구
• /
• 제37권2호
• /
• pp.283-297
• /
• 2018

본 연구는 공정무역 제품에 대한 태도와 행위의 갭에 대한 보다 근원적이고 설명적인 대안으로 작용할 수 있는 소비자의 지각된 시장영향력(PMI: Perceived Market Influence: 개인의 행동이 시장 내 다른 소비자들의 행동에게 미칠 영향을 인지하고 결과적으로 스스로 공정무역 관련 소비 행동을 하게 만드는 동기가 되는 신념)에 주목하고 이를 공정무역 관련 소비자의 인식 구조에 탐색적으로 적용하여 논의하고자 한다. 구체적으로 소비자의 지각된 자기결정성 심리적 욕구(자율성, 유능성, 관련성)와 해당 소비자가 지각하는 영향력(개인영향력, 시장영향력)의 관계검증을 통하여 공정무역제품의 자산에 어떻게 영향을 미치는지를 탐색적으로 살펴보고자 한다. 실증분석의 결과, 자기결정성과 관련된 주요 심리적 욕구 중 유능성을 제외한 나머지 변수들과 소비자의 지각된 영향력 관계가 직접적으로 형성될 수 있음이 밝혀졌으며, 지각된 영향력 간에도 긍정적인 인과관계가 있는 것으로 나타났다. 또한 소비자의 지각된 영향력과 공정무역제품에 대한 소비자의 지각된 자산에도 영향관계가 있음이 밝혀졌다. 이러한 연구결과는 향후 윤리적 소비의 일환인 공정무역제품에 대한 소비자 태도와 행동 사이의 갭을 이론적으로 설명할 수 있는 계기가 될 것이며, 아울러 공정무역제품에 대한 마케팅 전략의 수립에 있어 중요한 시사점을 제공해 줄 것으로 기대된다.

• International Journal of Costume and Fashion
• /
• 제17권1호
• /
• pp.41-57
• /
• 2017

The purpose of this research was to develop a typology of fair-trade apparel consumers and present a clear overview of the influence of product knowledge on consumer behaviors. A two-step cluster analysis was used to classify respondents into sub-groups based on their level of self-perceived knowledge and purchase experience. In addition, ANOVA was used to test the predictive validity of the cluster solution. Income was the only demographic variable that significantly differed across groups. The more familiar and more experienced group had higher income than the other groups. Psychographic data showed that attitudes and moral norms varied across groups. The more familiar and more experienced group had more positive attitudes and higher level of moral norms than the less familiar and less experienced group. In terms of behavioristic data, groups differed significantly in purchase intentions and willingness to pay more for fair-trade apparel. That is, the more familiar and more experienced group was willing to pay more and had higher purchase intentions than the less familiar and less experienced group. Overall, the level of product knowledge and purchase experience were considerably low. This study thus confirmed the need to increase consumers' familiarity related to fair-trade apparel products.

• 디자인학연구
• /
• 제14권4호
• /
• pp.179-188
• /
• 2001

전시공간은 인간 그리고 전시물에 대해 그 외형과 더불어 내재된 가치의 상호작용까지 고려해야 하므로 건축 및 실내건축의 설계, 전시 프로그램의 기획 조정, 전시공간에의 구체화, 운영 및 관리 등의 여러 가지 작업들이 조화를 이루어 형성되는 결과물이다. 그러므로 박람회의 전시공간은 축적된 가치의 산물들을 보유하는 장소로서의 기능 뿐 아니라 관람자와의 커뮤니케이션을 이룰 수 있는 기능적 역할을 수행하여야 한다. 그러므로 무역박람회 전시의 목적을 달성하기 위해서는 전시물의 특성, 전시내용, 전시 프로그램뿐만 아니라 전시장의 위치와 형태에 따른 효과적인 커뮤니케이tus 계획을 수립해야 한다. 무역박람회 전시매장의 전시공간은 그 위치에 따라 벽형, 모퉁이형, 머리형, 섬형, 양 입구형 5가지로 분류될 수 있으며, 이러한 위치에 따른 커뮤니케이션 계획은 수동적 커뮤니케이션 구역, 능동적 커뮤니케이션 구역, 집약적 커뮤니케이션 구역, 기능수행 구역으로 그 기능을 구분하여 계획해야 한다. 이와 같은 무역박람회 전시공간의 전시형태와 위치에 관련한 커뮤니케이션 계획을 통하여 성공적인 전시를 위한 내용과 방법을 모색할 수 있으며 무역박람회 전시의 목적을 달성할 수 있을 것이다.

• 한국지역사회생활과학회지
• /
• 제23권3호
• /
• pp.291-305
• /
• 2012

The purpose of this study was to explore the consumer responses such as willingness to pay premium and purchasing cost for fair trade coffee as an ethical product while considering the treatment effect of consumer knowledge. First, the levels of consumer knowledge, willingness to pay premium and purchasing cost were presented. Then, the influencing factors on willingness to pay premium and purchasing cost of fair trade coffee were analyzed by applying the treatment effect model. From the results, first, the level of willingness to pay premium was high and consumers having purchasing experience of fair trade coffee spent 9,923 won at once, while less than half of the consumers knew the fair trade coffee. Second, consumer knowledge, ethical judgement, perception of price value, education level and pocket money significantly influenced to willingness to pay premium, while consumer knowledge, information evaluation, importance of fair trade criteria and level of education significantly influenced to purchasing cost for fair trade coffee. Especially, consumer knowledge of fair trade coffee was an important influencing factor for willingness to pay premium and purchasing cost indirectly as well as directly. Thus, this study might provide some useful information for consumers to choose the ethical behavior and the related companies to create effective promoting strategies for ethical products.

• 유통과학연구
• /
• 제14권12호
• /
• pp.43-51
• /
• 2016

Purpose - The purpose of this paper is to discuss success factors behind ATO distribution channels by examining successful partnerships between producers and alternative trading organizations (ATOs). Research design, data, and methodology - This is a case study, an analytical approach, which illustrates how the partnership between producers and ATOs has strengthened the fair trade and the performance of participants in the trade based on the example of the trading relationship between Beautiful Coffee, an alternative trading organization dealing coffee related products, and the coffee cooperative union (CCU), a coffee producing cooperative in Gulmi, Nepal. Results - Beautiful Coffee in the partnership with HELVETAS empowered small coffee farmers by a successful institutionalization of CCU that consolidated the distribution channel to be more efficient. Also, Beautiful Coffee and its partnership with KOICA have tried to increase productivity and quality of coffee beans. Conclusions - The case of Beautiful Coffee demonstrates that the partnership between producers and alternative trading organizations (ATOs) has benefited the fair trade partners. In other words, Beautiful Coffee's partnerships with a NGO working in the local producing area, HELVETAS, and a government aid agency, KOICA could strengthen the relationship between the producers and the ATO, and thus contributes to the whole distribution channel.

• 유통과학연구
• /
• 제10권11호
• /
• pp.55-60
• /
• 2012

Purpose - This study aims to suggest policy directions for small retail markets in Korea by statistical analysis, which would help small retailers who are facing various difficulties. Research design, data, methodology - This study diagnoses the problems faced by small retail industries in Korea based on government statistics. In addition, this study identifies three areas for successful collaboration between the SSMs and traditional markets-information distribution, products, and fair trade. Results - This study makes three recommendations-information distribution, products, and fair trade. This includes activation of the existing mutual collaboration efforts, channels, CSR report writing and publicity, ethical management cooperation seminars, contract systems of no return, establishment of staff outsourcing standards, and support for suppliers' organizations. Conclusions - Our suggestions for a collaborative system (based on the three suggestions) show that collaboration rather than confrontation between large and small markets can lead to a sales increase of 2,258.2 billion Won, which is equivalent to the sales loss in 11 traditional markets in one year in Busan.

• 한국생활과학회지
• /
• 제18권5호
• /
• pp.1047-1062
• /
• 2009

Nowadays, ethical consumers are increasing and they consider social values such as worker's human rights, environment and animal's welfare as key criteria in purchasing products. This study focused on the academic and practical research of ethical consumption, in which the needs and interests are now growing globally. This study addressed the concept, trend and practices of ethical consumption as well as seeking methods to support and promote ethical consumption. It examined the concept and types of ethical consumption from the perspective of the philosophy on ethical consumption. Ethical consumption was defined as a behavior that intended to improve the environment and the welfare of people and animals by purchasing products produced according to sound ethical principles and avoiding products that are made through the exploitation or the damage of people, animals and the environment. It also dealt with the practices of ethical consumption such as the fair trade movement, Clean Clothes Campaign, boycott, local food movement, animal's welfare movement. In conclusion, I suggested that consumers, companies, governments, and NGOs should make an effort to promote ethical consumption.

• 한국의상디자인학회지
• /
• 제16권3호
• /
• pp.219-238
• /
• 2014

This study attempted to investigate present condition and product planning of global eco-fashion brands that harmonize fashion and sustainability. As research subjects, this study selected 97 oversea fashion brands mentioned in books related to eco-fashion, Black(2011), Brown(2010), Fuad-luke(2009). As for research methods, materials and ethical practices of these selected 97 brands through literature data and their internet site homepages. This study analyzed oversea eco-brands collected 26 British brands, 22 American brands, 36 European brands such as Germany, France, Italy, Sweden, Spain, Finland and so on, except Britain and 13 other regions including Japan, India, Canada, Mexico, and New zealand. In conclusion, the product planning characteristics of these oversea eco-fashion brands can be summarized as follows; community and fair trade, ecological and slow design, recycle, reuse, redesign, and new eco-models. Firstly, brands of 'community and fair trade' manufactured products through fair trade and local community's artisan by ethical practices with organic fabrics. Secondly, brands of 'ecological and slow design' pursued timeless design and multi-functional design as luxury eco-fashion styles. They used organic textiles, hemp, bamboo, soya, tencell, sea cell, and self-sustaining plants. Thirdly, brands of 'recycle, reuse, redesign' aimed for upcycling high-end fashion and used vintage clothes, textile scraps, PET, parachutes, tires, safety belts, advertising banner and so on. In addition, brands of 'new models as eco-fashion' suggested zero-waste cutting, recycling over-printing technology, new sustainable business model, and ethical practices in the supply chain of the fashion industry.

• Human Ecology Research
• /
• 제59권2호
• /
• pp.245-259
• /
• 2021

The purpose of this study was to analyze big data to identify the sub-dimensions of ethical consumption, as well as the consumption value associated with ethical consumption that changes over time. For this study, data were collected from Naver and Daum using the keyword 'ethical consumption' and frequency and matrix data were extracted through Textom, for the period January 1, 2016, to December 31, 2018. In addition, a two-way mode network analysis was conducted using the UCINET 6.0 program and visualized using the NetDraw function. The results of text mining show increasing keyword frequency year-on-year, indicating that interest in ethical consumption has grown. The sub-dimensions derived for 2014 and 2015 are fair trade, ethical consumption, eco-friendly products, and cooperatives and for 2016 are fair trade, ethical consumption, eco-friendly products and animal welfare. The results of deriving consumption value keywords were classified as emotional value, social value, functional value and conditional value. The influence of functional value was found to be growing over time. Through network analysis, the relationship between the sub-dimensions of ethical consumption and consumption values derived each year from 2014 to 2018 showed a significantly strong correlation between eco-friendly product consumption and emotional value, social value, functional value and conditional value.