• 패션비즈니스
• /
• 제22권6호
• /
• pp.25-38
• /
• 2018

Recently, issues on the environment, which have become key bottlenecks relative to sustainable economic development, have generated common concern. However, relatively scant research has been devoted to consideration of relations between consumers' environmental concern, green fashion advertisement value, and green consumption. In this study, using structural equation modeling (SEM), effects of environmental concern, perceived green fashion advertisement value, and attitude towards green fashion advertisements, on ecological purchases and their interrelationships are investigated. A model is constructed to link aforementioned constructs. Data, was collected through a questionnaire-based online survey (www.sojump.com) of 260 Korean consumers and 260 Chinese consumers. Findings suggest that environmental concern can improve their perception of green advertisement value. One of the findings showed strong positive relationship among green advertisement value, positive attitude, and purchase intention towards green fashion advertisement, while environmental concern negatively influenced their attitude towards green fashion advertisements. It suggests that if companies adopt green advertising strategies, environmentally-conscious consumers are willing to pay more, to purchase green fashion goods in to satisfy their needs. We should put more effort in educating consumers about environmental issues, to raise the level of environmental awareness and satisfy their concerns relative to green fashion goods. Conversely, there is significant positive relationship with the moderating effect of consumers' nationality in all paths, so results above would make significant contributions to green literature, and would also contribute to advertisement strategy implications as well. Especially fashion marketers, an use accurate and fair environmental claims in their advertisements to increase sale and profits.

• 경영과정보연구
• /
• 제28권1호
• /
• pp.99-124
• /
• 2009

요즈음 환경에 대한 교육적 의미와 그린제품의 보다 많은 확산과 환경보호의 차원에서 그린광고의 필요성과 중요성이 증가되고 있음에도 불구하고 광고 전략상의 문제로서 특히 그린광고에 대한 연구가 거의 이루어지지 않은 점에 착안하여 소비자들의 환경에 대한 인식을 북돋우고 그린제품 구매자뿐만 아니라 비그린제품 구매자의 그린제품 구매를 유도한다는 차원에서 그린광고에 대한 연구를 하였다. 따라서 본 연구의 목적은 그린광고가 소비자태도에 미치는 영향에 대한 연구로서 특히 메시지구조(결론생략/제시)측면과 관여를 고려한 상황에서 그린광고가 어떠한 메시지구조로 이루어져 있을 때 효과적인가를 알아보기 위해 그린/비그린제품 광고가 소비자의 인지/감정/행도에 대한 태도에 따라 어떠한 차이를 보이는지를 알아보고, 그린/비그린제품 광고의 경우 메시지구조(결론생략/제시)에 따라 어떠한 차이를 보이며 어떠한 메시지구조를 취할 때 광고의 효과가 나타나는지를 살펴본다. 그리고 그린/비그린제품 광고의 관여(고/저)에 따라 차이를 보이는지를 분석하고 어떤 상황에서 어떠한 메시지구조를 선택하는 것이 효과적인지를 살펴본다. 즉, 수많은 광고에 노출되고 있는 소비자들이 그린광고에 대해서는 어떠한 시각을 갖고 있으며 그린광고의 형태에 메시지의 결론을 제시해서 설득적인 의도를 표현하는 것이 효과적인지 메시지의 결론을 생략해서 설득적인 의도를 숨기고 소비자들이 스스로 추론하고 정보탐색을 하도록 하는 메시지구조가 그린광고의 형태에 효과적인지를 밝혀서 앞으로의 그린광고의 제작 및 메시지구조 측면에 있어서 그린광고의 효과와 개선에 도움을 주고 그럼으로써 많은 그린제품 확산에도 기여하고자한다.

• 한국의류학회지
• /
• 제46권3호
• /
• pp.513-529
• /
• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.

• 패션비즈니스
• /
• 제26권6호
• /
• pp.82-93
• /
• 2022

Sustainability is a significant change that fashion industry has undergone. Marketers and brands are looking for guidance in green advertising to most effectively motivate consumers to purchase sustainable fashion products. This study aims to reveal environmental and cultural sustainability claims on message credibility and purchase intention regarding product trendiness. We performed mediation and moderation analyses, using a 2 (sustainability message: environmental and cultural) × 2 (product design: classic vs. trendy) between-subjects experimental design. The PROCESS MACRO was used for the analysis. Results indicate that environmental claim must appear credible to consumers to motivate them to purchase a product. On the other hand, cultural claim, with and without credibility, affected consumer's purchase intention. Moreover, cultural claim and trendy design together influenced message credibility and purchase intention, showing a moderated mediation effect. The study indicates that brands should broaden their perspective regarding sustainability by considering cultural factors when providing sustainability claims. Environmental claim should be clear and transparent to avoid green skepticism. Also, it is important to focus on product's design aspect: making trendy designs. It is difficult to change consumer behavior based only on sustainability value. Thus, brands must coney their consideration of design trends. Theoretical and managerial implications also are discussed.

• 패션비즈니스
• /
• 제14권4호
• /
• pp.185-199
• /
• 2010

Global warming started as the scientific problem in 20th century is being highlighted as the environmental issue with the conclusion of convention on climate change. It has great influence in all aspects of nature, especially 'Eco-friendly design' that takes not only health life of present but also affluent life in the future into consideration became an inevitable trend in almost all industries including the apparel and distribution industry worldwide. Therefore, this study is an eco-friendly tendency in fashion that are hot issue in the world and focused on advertisement and collection since 2000. The aim of this is to classify eco-friendly fashion design study presented in contemporary fashion brand. In result, it was analyzed fourth tendencies as follows : eco-friendly tendency with organic material, upgradation of recycle fashion, green campaign and well-being LOHAS fashion. In this aspect, eco-friendly tendency that is expanded to overall society, culture and living shows in present.

• 한국주거학회:학술대회논문집
• /
• 한국주거학회 2005년도 추계학술대회 논문집
• /
• pp.115-119
• /
• 2005

This study is to examine changes since autonomy of lotting-out price of apartment house and planning factors related to sale of apartment house through leaflet of sale of apartment house. Objects of the study were leaflets of sale of apartment houses through the Donga Il Bo daily newspaper from 2001 to 2003. The results of research can be summarized to three. First, traffic of locational factors in advertisement of sale of apartment house showed the highest frequency and it was found that it was an important planning factor of apartment house. Second, considering that advanced facilities and the highest finishing materials were used, quality of apartment house has been advanced. Third, considering that community space, theme park and green zone showed high occupancy in external space, there has been high increase in external space as well as in internal one since autonomy of lotting-out price.

• 한국조경학회지
• /
• 제34권6호
• /
• pp.87-100
• /
• 2007

This study analyzed the key words in Korea's leading apartment brands and newspaper advertisements to examine especially their view-oriented advertising characteristics and green marketing properties. Four study topics were established and examined for this purpose. The following are the results; 1. The key words on apartment brands and catch phrases are $\ulcorner$emotion-oriented$\lrcorner$ words, such as taste, pride, and happiness, and $\ulcorner$environment-oriented$\lrcorner$ to appeal to customers with beautiful views of the nature. Also key words on newspaper advertisement headlines stress views for $\ulcorner$environment-oriented$\lrcorner$ characteristics as well as $\ulcorner$emotion-oriented$\lrcorner$ characteristics for elegance and luxury, and $\ulcorner$function-oriented$\lrcorner$ characteristics for the future. Views, nature and park are key words and everything about illustration that are especially emphasized even on the headlines of newspaper advertisements. 2. Unlike brands or headlines, sub-headlines and body copies stress $\ulcorner$modern-oriented$\lrcorner$ characteristics for life, culture, and accessibility, followed by $\ulcorner$emotion-oriented$\lrcorner$ characteristics. Key words on caption were also highly $\ulcorner$modern-oriented$\lrcorner$, followed by $\ulcorner$environment-oriented$\lrcorner$ and $\ulcorner$function-oriented$\lrcorner$ characteristics for practical aspects. 3. In result of $X^2-test$, $\ulcorner$environment-oriented$\lrcorner$ key words that convey good views, naturalism, parks, and nature are the major representation of green marketing strategies of apartment brands and newspaper advertisements. However, brands were strongly $\ulcorner$emotion-oriented$\lrcorner$, whereas captions were $\ulcorner$modern-oriented$\lrcorner$ and body copies were $\ulcorner$investment-oriented$\lrcorner$. Both apartment brands and advertisements were consistently $\ulcorner$environment-oriented$\lrcorner$, but were not consistent in other factors. 4. Different parts of newspaper advertisements are focusing on green marketing strategies in terms of environmental protection, but are actually leaning toward modern-oriented lifestyles and accessibility. Thus, it is more well-being marketing rather than green marketing. To pursue true green marketing despite the limits of newspaper advertisements, it is necessary to present products and pricing strategies that represent sustainable.

• 한국산학기술학회논문지
• /
• 제21권7호
• /
• pp.201-211
• /
• 2020

녹색/기후기술은 환경친화적인 제품을 통해 세계 경제를 성장시킬 수 있는 동력으로서 주목을 받고 있으며, 최근 국내 중소기업들은 향후 녹색/기후기술 글로벌화의 중요한 주체로 주목을 받고 있다. 그러나 현재 녹색/기후기술 중소기업의 해외진출 지원 정책에 대한 만족도 현황조사는 수행된 바가 없고, 만족도에 기반한 정책 수립과 관련된 연구도 부족한 실정이다. 따라서 본 연구는 해외진출 지원정책에 대한 중소기업의 의견 뿐만 아니라 전문가의 의견을 조사하고 분석하여 녹색/기후기술 중소기업 지원정책 수립을 지원하는 것을 목적으로 한다. 이를 위해, 문헌조사를 통해 국내 지원 정책들을 4가지로 유형화하였고, 각 유형별 정책에 대한 만족요인 및 세부만족요인, 장애요인 및 성공요인을 도출하였다. 분석 결과, 녹색/기후기술 중소기업들은 국내 지원 정책에 대한 인지도 및 만족도는 전반적으로 낮았으며, 모든 장애요인들에 대해서 현재 어려움을 겪고 있는 것으로 드러났다. 또한, 해외진출을 위한 가장 중요한 성공요인은 자금지원 형태의 지원 정책인 것으로 나타났다. 이에 따라, 지원 정책에 대한 접근성과 홍보, 지원전략 등이 개선될 필요가 있으며, 특히 기업 기술 특성에 따라 적절한 예산 배분이 이루어져야 한다.

• Journal of Nutrition and Health
• /
• 제36권9호
• /
• pp.918-923
• /
• 2003

L-theanine Is an amino acid in green tea and has been known to decrease serotonin and increase norepinephrine in rat brains, and also reported to produce mental relaxation, lower blood pressure and improve learning ability in human beings. But, few studies on these effects for human beings have been conducted so far. This study was conducted to evaluate the effect of L-theanine on the release of brain alpha waves known to be related with mental relaxation and concentration. Twenty healthy male volunteers aged 18 to 30 years without any Physical and Psychological diseases were recruited through written advertisement. Alpha power values of EEG as a surrogate marker of mental relaxation and concentration were measured in frontal and occipital regions for 40 minutes after administration of four placebo or test tablets and 20 minute resting period. The same procedure crossed over at 7-day intervals. We analyzed average alpha power values in frontal and occipital regions at 10 minute intervals. Repeated ANOVA revealed that there were significant differences of occipital alpha power values between placebo and test groups with high anxiety (p < 0.05). The mean values at 20,30,40,50 and 60 minute intervals were 0.23, 024, 0.28, 0.25 and 0.34 in placebo, respectively and 0.23, 0.29, 0.40, 0.34, and 0.45 in test, respectively. But there were no significant differences of frontal and occipital alpha power values between placebo and test groups with low anxiety (p > 0.05) . The results of this study suggest that L-theanine containing tablets promote the release of alpha waves related to mental relaxation and concentration in young adult males.

• 한국정보전자통신기술학회논문지
• /
• 제10권6호
• /
• pp.506-511
• /
• 2017

많은 기업들이 사업화를 추진하고 있는 LED 조명은 대표적인 녹색에너지 기술로 현재 우수한 제품들이 비교적 많이 공급되고 있다. 그러나 방송영상용 LED조명은 일반 가로등, 광고용 또는 운송기구용 LED조명 장치들에 비해 출력이 높으면서 휴대가 간편해야한다. 따라서 방송영상 촬영 시 크기가 크고 취급 또한 불편한 할로겐등과 형광등의 대체광원으로 LED를 사용한다면 장비의 경량화를 통하여 방송영상조명 장비산업의 활성화가 될 것으로 예측된다. LED 모듈 보드는 양산성과 칩 마운터의 SMT 생산 가능 사이즈를 고려한 후 모델별 제품의 전체적인 사이즈를 고려하여 보드 사이즈를 결정하였다. 본 논문에서는 80W 보드를 제작해기위해 20W LED보드 4장을 세로로 배치하였다. 즉 모델별 LED 모듈 보드 사이즈를 공용화하여 120W, 200W의 고출력 LED 조명장비를 보드 수의 증가로 선택할 수 있다.