• The Journal of Asian Finance, Economics and Business
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• 제8권11호
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• pp.307-316
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• 2021

This research aims to investigate the relationship between moral deficiency and moral consumption. Consumers' moral values cannot be separated from their consumption activities. In other words, consumers' spending preferences may be an expression of their beliefs about what is right and wrong. A less explored concept within moral consumption behavior theory is 'moral deficiency'. To the best of our knowledge, this is the first research effort to integrate green purchasing and religious purchasing under the banner of moral consumption behavior. There are two studies: Study 1 aimed to measure the moral deficiency of participants through moral scenarios (implicit) and then test its relationship with the green purchase and religious purchase, two proxies of moral consumption. A total of 121 universities were chosen via the nonprobability sampling method. To improve the results of the prior study, Study 2 aimed to measure the moral deficiency of participants through moral deficiency self-report (explicit) and then test its effects on green purchase and religious purchase. A total of 208 participants from the general public were recruited via the nonprobability sampling method. The findings of the two studies suggest that participants with high moral deficiency showed more intention to engage in moral consumption behavior.

• 복식문화학회:학술대회논문집
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• 복식문화학회 2001년도 제17회 정기총회 및 춘계학술발표회
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• pp.51-52
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• 2001

• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.229-240
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• 2021

The environment friendly lifestyle and the green product trend have motivated corporates to develop and adopt sustainable business practices. However, an increasing number of corporations have engaged in greenwashing practices to create the appearance of environmental responsibility. By employing the theory of reasoned action, the paper investigated a model linking corporate greenwashing and consumers' green purchase intentions with the mediating role of green trust and green word-of-mouth about green electronic devices in Vietnam. Using an online survey via Email, Zalo, and Wechat, data was obtained from 308 Vietnamese consumers who have been purchasing green electronic devices. Based on the responses of the participants from the questionnaires conducted, data analysis was conducted by using SEM in AMOS version 23. This investigation shows that corporate greenwashing negatively affects consumers' green trust, green word-of-mouth, and their green buying intentions. Additionally, the paper verifies that green trust and green word-of-mouth mediate the relationships between greenwashing and consumers' green purchase intentions. These results reinforce the extant understanding of greenwashing and its consequences. Finally, the study not only stimulates future research but serves as a reference for business managers, scholars, and students who are interested on the topic of environmental sustainability, new product development, and green brands.

• Journal of Information Technology Applications and Management
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• 제18권4호
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• pp.149-168
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• 2011

The current study initiated from an action-plan level perspective of revitalizing Green IT (Information Technology) in Korea by building a standardized national Green IT brand. In order to setting up a national level brand, there should be a big quantitative survey for identifying Green IT brand concepts. For this, the current study provides exploratory research results based on preliminary interviews and literature survey before the quantitative survey. The present article suggests a research framework and describes important factors for setting up a national level Green IT brand. In-depth interviews with panels were executed and existing Green IT brands in other countries are summarized and asked for evaluation to a small number of panels. The research results show that (1) National level Green IT brand should include wider concepts of IT, (2) Green IT brand will be more appealed by the public when it is simple, straightforward, and intuitive, (3) Earth, Tree, and/or Water show higher correlation with Green IT concepts. Green IT brand will offer marketing promotion effects to companies who adopt national level Green IT brand as well as increase public use of Green IT in daily life. For this reason, Green IT brand will be a win-win strategy and this should be cared and executed by the related government agencies with long term perspective.

• 한국육종학회지
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• 제40권1호
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• pp.72-75
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• 2008

'그린뷰티' 품종은 경기도농업기술원에서 2005년도에 육성한 절화용 장미 신품종이다 이 품종은 2000년도에 화색이 분홍색이며 화형이 우수한 스탠다드 장미 'Qvarna' 품종을 모본으로 하고 향기가 있는 노랑색 스탠다드 장미 'Sky Line' 품종을 부본으로 하여 교배를 하였다. 2000년에 실생을 양성하여 화색과 화형이 우수한 13계통을 예비선발 하였으며 2001~2005년에 1,2,3차 특성검정과 품평회 결과 절화특성이 우수한 KR99-62-1(Gyeonggi R1-8)계통을 최종 선발하였다. 화색은 연한오렌지색과 녹색의 복색이며 중형 크기의 스탠다드 형태로 개화하고 화형은 반고심형이며 꽃잎수는 61.2매이고 향기 정도는 약한 편이다. 년간 절화수량은 178본/$m^2$이고 절화장은 64.6cm이며 줄기직경은 6.0mm이고 엽수는 13.6매이며 절화중은 28.6g이고 절화수명은 14일이다.

• 동아시아식생활학회지
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• 제26권4호
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• pp.285-296
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• 2016

This study was conducted to obtain a better understanding of American green tea consumers for increasing Korean green tea sales in the US market. In doing so, this study investigated green tea choice attributes of US consumers and segmented them based upon their perceptions about important attributes of green tea. A factor-cluster segmentation approach was used for this study. An exploratory factor analysis identified five green tea choice motives: 'Sensory', 'Diet', 'Price', 'Health', and 'Brand'. Based upon these five choice attributes, cluster analyses classified all respondents into four homogeneous subgroups: 'Highly motivated', 'Taste/Price oriented', 'Health oriented', and 'Brand oriented'. Cross-tab tests proved that green tea consumption and purchasing patterns were significantly different among the four clusters. In particular, two cluster groups representing 'Highly motivated' and 'Health oriented' groups were found to offer the most utility for further American green tea market segmentation research. Findings show that American green tea consumers include a wide range of age groups and they usually buy green tea at grocery markets. Managerial implications for all cluster groups based upon their unique characteristics are provided. Korean green tea companies can apply these findings in order to develop more effective and efficient marketing strategies to attract American consumers to buy more Korean green tea.

• 유통과학연구
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• 제17권9호
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• pp.57-66
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• 2019

Purpose - This study aimed at investigating the process of inducing the effect of green self-expressive motive and the fit between green premium and product on consumer's intent to purchase the bundle product with the green premium. Research design, data, and methodology - The questionnaire for on-line survey built at Google Forms was spread out via popular social media sites. 243 responses from the on-line survey were used for testing the hypotheses. Structural equation model of Amos 21.0 was used to verify hypotheses. Results and Conclusions - Green self-expressive motive positively influenced on not only the perceived value for green premium but also attitude toward the bundle. However, the fit between green premium and product had positive impact only on the perceived value for green premium. The perceived value was proved to positively influence on the attitude toward the bundle, which in turn increased the purchase intention, even with the positive effects of the product attitude as covariate on the intention. Therefore, marketers should choose target customers who have high level of green self-expressive motive and feel the fit, and pay attention to the green premium to help the customers perceive more values for the green premium. They should develop green premium product for conducting marketing effectively.

• Asia Marketing Journal
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• 제19권4호
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• pp.87-114
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• 2018

The objective of this study is to find the effects of consumer values on eco-friendly buying behavior. This study examines environmental attitudes and involvement as moderating variables to explain eco-friendly buying behavior of consumers. Hypotheses were developed based on Focus Group Interviews, Depth Interviews, and literature reviews. To test such hypotheses, questionnaires were distributed and collected among female adults aged 18 or above, and who are either office workers or housewives. The analysis results show that personal values, sociocultural values, and values related to ecofriendly products affect consumers in their eco-friendly buying behavior. Among those values, concern about safety and health, eco-friendly culture and trend, willingness to pay price premiums and functional effects of eco-friendly products have significant effects on eco-friendly buying behavior. Reflecting these results, business marketers must appeal to consumers with more focus on safety and health, perceived consumer effectiveness, self-monitoring, eco-friendly culture and trend, media exposure, willingness to pay price premiums, design excellence and functional effects, to implement marketing communication strategies accordingly.

• 한국조경학회지
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• 제30권1호
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• pp.18-28
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• 2002

This research is a preliminary empirical investigation to segment the green tourism market by intention, which is a major precedent variable determining the behavior(i.e., participation in green tourism). Then, characteristics of each segmented group such as their socio-demographic variables, green tourism attitude, types of attractions they want to be provided in destination, and constraints to participate in green tourism were compared to give information useful for green tourism managers. Data was collected by a polling agency on a total of 608 residents of Seoul, who would be potential green tourists. Three green tourist groups were identified by intention to participate. The results showed that only gender among socio-demographic variables, two constraint factors, green tourism attitude, and s]me attractions were statistically significant. It is worth noticing, however, that there was no difference in green tourism attitude between the two groups that have the strongest and the weakest intention to participate in green tourism. This result means that the green tourism attitude does not always influence positively on the formation of intention. Perceived behavioral control construct such as cost may played an important role in lowering intention to visit. Based on the findings, several marketing strategies were suggested such as identification of target market and inducing potential green tourists to participate.

• 디지털융복합연구
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• 제18권11호
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• pp.81-86
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• 2020

본 연구는 소비 트렌드를 선도하는 80년대 이후 출생한 젊은 층을 중심으로 소비자의 예기된 죄책감이 녹색소비의도에 미치는 영향을 지각된 효과성을 매개효과로 검증하였다. AMOS에 의한 가설점증 결과, 예기된 죄책감은 녹색소비의도와 지각된 효과성에 모두 정(+)의 영향을 미치며, 지각된 효과성은 녹색소비의도에 정(+)의 영향을 미치고, 지각된 효과성은 예기된 죄책감과 녹색소비의도 간에 부분적인 매개역할을 하는 것으로 검증되었다. 본 연구의 결과는 죄책감이라는 친사회적 특징을 지닌 부정적 정서가 녹색소비의도에 미치는 영향을 분석하여 녹색소비를 유도하기 위한 이론적 근거와 정책적 시사점을 제시하였다. 본 연구는 이론적 및 실무적으로 기여하는 바가 있음에도 불구하고 일부 한계점이 존재한다.