• 한국체육학회지인문사회과학편
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• v.57 no.3
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• pp.345-356
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• 2018

Objective: The purpose of this study was to investigate the local stability of the lower extremity joints and muscle activation patterns of the lower extremity during walking between falling and non-falling group in the elderly women. Method: Forty women, heel strikers, were recruited for this study. Twenty subjects (age:72.55±5.42yrs; height:154.40±4.26cm; mass:57.40±6.21kg; preference walking speed:0.52±0.17m/s; fall frequency=1.70±1.26 times) had a history falls(fall group) within two years and Twenty subjects (71.90±2..90yrs; height:155.28±4.73cm; mass:56.70±5.241kg; preference walking speed: 0.56±0.13m/s) had no history falls(non-fall group). While they were walking on a instrumented treadmill at their preference speed for a long while, kinematic and EMG signals were obtained using 3-D motion capture and wireless EMG electrodes, respectively. Local stability of the ankle and knee joint were calculated using Lyapunov Exponent (LyE) and muscles activation and their co-contraction index were also quantified. Hypotheses were tested using one-way ANOVA and Mann-Whitey. Spearman rank was also used to determine the correlation coefficients between variables. Level of significance was set at p<.05. Results: Local stability in the knee joint adduction-abduction was significantly greater in fall group than non-fall group(p<.05). Activation of anterior tibials that acts on the foot segment dorsal flexion was greater in non-fall group than fall group(p<.05). CI between gastrocnemius and anterior tibials was found to be significantly different between two groups(p<.05). In addition, there was significant correlation between CI of the leg and LyE of the ankle joint flexion-extention in the fall group(p<.05). Conclusion: In conclusion, muscles that act on the knee joint abduction-adduction as well as gastrocnemius and anterior tibials that act on the ankle joint flexion-extention need to be strengthened to prevent from potential fall during walking.

• Journal of Nutrition and Health
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• v.56 no.6
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• pp.602-614
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• 2023

Purpose: The balance between synthesis and degradation of proteins plays a critical role in the maintenance of skeletal muscle mass. Mitochondrial dysfunction has been closely associated with skeletal muscle atrophy caused by aging, cancer, and chemotherapy. Polygalacin D is a saponin derivative isolated from Platycodon grandiflorum (Jacq.) A. DC. This study aimed to investigate the effects of polygalacin D on myoblast differentiation and muscle atrophy in association with mitochondrial function in in vitro and in zebrafish models in vivo. Methods: C2C12 myoblasts were cultured in differentiation media containing different concentrations of polygalacin D, followed by the immunostaining of the myotubes with myosin heavy chain (MHC). The mRNA expression of markers related to myogenesis, muscle atrophy, and mitochondrial function was determined by real-time quantitative reverse transcription polymerase chain reaction. Wild type AB^* zebrafish (Danio rerio) embryos were treated with 5-fluorouracil, leucovorin, and irinotecan (FOLFIRI) with or without polygalacin D, and immunostained to detect slow and fast types of muscle fibers. The Tg(Xla.Eef1a1:mitoEGFP) zebrafish expressing mitochondria-targeted green fluorescent protein was used to monitor mitochondrial morphology. Results: The exposure of C2C12 myotubes to 0.1 ng/mL of polygalacin D increased the formation of MHC-positive multinucleated myotubes (≥ 8 nuclei) compared with the control. Polygalacin D significantly increased the expression of MHC isoforms (Myh1, Myh2, Myh4, and Myh7) involved in myoblast differentiation while it decreased the expression of atrophic markers including muscle RING-finger protein-1 (MuRF1), mothers against decapentaplegic homolog (Smad)2, and Smad3. In addition, polygalacin D promoted peroxisome proliferator-activated receptor-gamma coactivator (Pgc1α) expression and reduced the level of mitochondrial fission regulators such as dynamin-1-like protein (Drp1) and mitochondrial fission 1 (Fis1). In a zebrafish model of FOLFIRI-induced muscle atrophy, polygalacin D improved not only mitochondrial dysfunction but also slow and fast muscle fiber atrophy. Conclusion: These results demonstrated that polygalacin D promotes myogenesis and alleviates chemotherapy-induced muscle atrophy by improving mitochondrial function. Thus, polygalacin D could be useful as nutrition support to prevent and ameliorate muscle wasting and weakness.

• Korean Journal of Remote Sensing
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• v.39 no.5_3
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• pp.933-948
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• 2023

Atmospheric aerosols not only have adverse effects on human health but also exert direct and indirect impacts on the climate system. Consequently, it is imperative to comprehend the characteristics and spatiotemporal distribution of aerosols. Numerous research endeavors have been undertaken to monitor aerosols, predominantly through the retrieval of aerosol optical depth (AOD) via satellite-based observations. Nonetheless, this approach primarily relies on a look-up table-based inversion algorithm, characterized by computationally intensive operations and associated uncertainties. In this study, a novel high-resolution AOD direct retrieval algorithm, leveraging machine learning, was developed using top-of-atmosphere reflectance data derived from the Geostationary Ocean Color Imager-II (GOCI-II), in conjunction with their differences from the past 30-day minimum reflectance, and meteorological variables from numerical models. The Light Gradient Boosting Machine (LGBM) technique was harnessed, and the resultant estimates underwent rigorous validation encompassing random, temporal, and spatial N-fold cross-validation (CV) using ground-based observation data from Aerosol Robotic Network (AERONET) AOD. The three CV results consistently demonstrated robust performance, yielding R²=0.70-0.80, RMSE=0.08-0.09, and within the expected error (EE) of 75.2-85.1%. The Shapley Additive exPlanations(SHAP) analysis confirmed the substantial influence of reflectance-related variables on AOD estimation. A comprehensive examination of the spatiotemporal distribution of AOD in Seoul and Ulsan revealed that the developed LGBM model yielded results that are in close concordance with AERONET AOD over time, thereby confirming its suitability for AOD retrieval at high spatiotemporal resolution (i.e., hourly, 250 m). Furthermore, upon comparing data coverage, it was ascertained that the LGBM model enhanced data retrieval frequency by approximately 8.8% in comparison to the GOCI-II L2 AOD products, ameliorating issues associated with excessive masking over very illuminated surfaces that are often encountered in physics-based AOD retrieval processes.

• Journal of Preventive Medicine and Public Health
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• v.29 no.4 s.55
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• pp.785-799
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• 1996

We investigated the 1,004 workers who worked in a automobile factory to study the epidemiologic characterists of dermatoses due to cutting oils. Among the workers, 667(66.4%) answered the questionaire. They are belong to 5 departments of the factory-the Engine-Work(258 workers), Gasoline engine Assembly(210), Diesel engine Assembly(96), Power train Work(86), Power train Assembly(17). We measured the oil mist concentration in air of the departments and examined the workers who had dermatologic symptoms. The results were follows; 1) Oil mist concentration ; Of all measured points(52),9 points(17.2%) exeeded $5mg/m^3$- the time-weighed PEL-and one department had a upper confidence limit(95%) higher than $5mg/m^3$. 2) Dermatologists examined 213 workers. 172 of them complained any skin symptoms at that time - itching(32.5%), papule(21.6%), scale(15.7%), vesicle(12.5%) in order. The abnormal skin site found by dermatologist were palm(29.3%), finger & nail(24.6%), forearm(16.2%), back of hand(8.4%) in order. 3) As the result of physical examination, we found that 160 workers had skin diseases. Contact dermatitis was the most common; 69 workers had contact dermatitis alone(43.1%), 11 had contact dermatitis with acne(6.9%), 10 had contact dermatitis with folliculitis(6.3%), 1 had contact dermatitis with acne & folliculitis, and 1 had contact dermatitis with abnormal pigmentation. Others were folliculitis(9 workers, 5.6%), acne(8, 5.0%), folliculitis & acne (2, 1.2%), keratosis(1, 0.6%), abnormal pigmentation (1, 0.6%), and non-specific hand eczema (47, 29.3%). 4) The prevalence of any skin diseases was 34.0 pet 100 in cutting oil users, and 13.3 per 100 in non- users. Especially, the prevalence of contact dermatitis was 23.0 per 100 in cutting oil users and 23.0 per 100 in non-users. 5) We tried patch test(standard serise, oil serise, organic solvents) on 49 patients to differentiate allergic contact dermatitis from irritant contact dermatitis and found 20 were positive. 6) In a multivariate analysis(independant=age, tenure, kinds of cutting oil), the risk of skin diseases was higher in the water-based cutting oil user and both oil user than non-user or neat oil user(odds ratio were 2.16 and 2.78, respectively). And the risk of contact dermatitis was much higher at the same groups(odds ratio were 5.16 and 6.82, respectively).

• Korean Journal of Poultry Science
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• v.7 no.2
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• pp.54-76
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• 1980

A survey was conducted to determine the status of health and productivity of poultry farms in Korea. Area included Was Kyunggido where exist nearly 50% of national poultry population. From this area, 41 layer and 34 broiler farms covering 21 Countries were selected randomly for the survey. When farms were divided in the operation size, 95.1% of layer and 82.3% of broiler farms were classified as business or industrial level while the rest were managed in a small scale as part time job. Generally layer farms had been established much earlier than broiler farms. Geographically 10.7% of layer farms were sited near the housing area such as field foreast and rice field. No farms were located near the seashore. The distance from one farm from the other was very close, being 80% of the farms within the distance of 1km and as many as 28% of the farms within loom. This concentrated poultry farming in a certain area created serious problems for the sanitation and preventive measures, especially in case of outbreak of infectious diseases. Average farm size was 5,016${\times}$3.3㎡ for layers and 1,037${\times}$3.3㎡ for broilers. 89.5% of layer ana 70.6% of broiler farms owned the land for farming while the rest were on lease. In 60% of layer farms welters were employed for farming while in the rest their own labour was used. Majority of farms were equipped poorly for taking necessary practice of hygiene and sanitation. The amount of disinfectant used by farms was considerably low. As many as 97.6% of lave. farms were practised with Newcastle(ND) and fowl pox(F$.$pox) vaccine, whereas only 43.6% and 5.1% of broiler farms were practised with ND and F$.$pox vaccine, respectively. In 17-32.7% of farms ND vaccine was used less than twice until 60 days of age and in only 14.6% of farms adult birds were vaccinated every 4months. Monthly expense for preventive measures was over 200,000W in 32% of farms. Only 4.9-2.7% of vaccine users were soaking advice from veterinarians before practising vaccination, 85% of the users trusted the efficacy of the vaccines. Selection of medicine was generally determined by the farm owner rather than by veterinarans on whom 33.3% of farms were dependant. When diseases outbroke, 49.3% of farms called for veterinary hospital and the rest were handled by their own veterinarians, salesmen or professionals. Approximately 70% of farms were satisfied with the diagnosis made by the veterinarians. Frequency of disease outbreaks varied according to the age and type of birds. The livabilities of layers during the period of brooding, rearing ana adultwere 90.5, 98.9 and 75.2%, respectively while the livalibility of broilers until marketing was 92.2%. In layers, average culling age, was 533.3 day and hen housed eggs were 232.7. Average feed conversion rates of layers and broilers were 3.30 and 2.48, respectively. Those figures were considerably higher than anticipated but still far lower than those in developed countries.

• Journal of Preventive Medicine and Public Health
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• v.32 no.2
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• pp.123-129
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• 1999

Objectives: This study was performed to investigate sweets of genetic polymorphisms of glutathione S-transferase M1 (GSTM1), glutathione S-transferase M1 (GSTT1), cytochrome P450 1A1 (CYP1A1) and cytoehrome P450 2E1 (CYP2E1) on lung cancer development. Methods: Ninety-eight lung cancer patients and 98 age-sex matched non-cancer patients hospitalized in Chungbuk National University Hospital form March 1997 to August 1998, were the subjects of this case-control study. Direct interview was done and genotypes of GSTM1, GSTT1, CYP1A1 and CYP2E1 were investigated using multiplex PCR or PCR-RFLP methods with DNA extracted from venous blood. Effects of the polymorphisms of GSTM1, GSTT1, CYP1A1 and CYP2E1, lifestyle factors including smoking, and their interactions on lung rancor were statistically analyzed. Results: GSTM1 was deleted in 67.01% of the cases and 58.16% of the controls, and the odds ratio(95% CI) was 1.46(0.82-2.62). GSTT1 deletion was 58.76% for the lung cancer patients and 50.00% for the controls[OR:1.43(0.81-2.51)]. The frequencies of lle/lle, lle/Val and Val/Val of the CYP1A1 polymorphisms were 59.18-18%, 35.71%, and 5.10% for the cases, and 52.04%, 45.92%, 2.04% for the controls, respectively. Risk of lung cancer was not associated with polymorphism of CYP1A1 ($x^2trend=0.253$, p-value>0.05). The respective frequency of c1/c1 c1/c2, c2/c2 genotypes for CYP2E1 were 50.00%, 42.86%, 7.14% for the lung cancer patients, and 66.33%, 30.61%, 3.06% for the controls $(x^2trend=5.783,\;p<0.05)$. c2 allele was a significant risk factor for lung cancer. We also observed a significant association of cigarette smoking history with lung cancer risk. The odds ratio(95% Cl) of cigarette smoking was 3.03(1.58-5.81). In multiple logistic analysis including genotypes of GSTM1, GSTT1, CYP1A1 and CYP2E1, and smoking habit, only snaking habit came out to be a significant risk factor for lung cancer. Conclusion: Genetic polymorphisms of GSTM1, GSTT1, CYP1A1 and CYP2E1 are not so strongly associated with lung cancer as lifestyle factors including cigarette smoking.

• Journal of Nutrition and Health
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• v.42 no.1
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• pp.78-96
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• 2009

The purpose of this study was to analyze and evaluate the menu served in government offices foodservice by using Kasavana & Smith's Menu-Engineering. Sales and food costs were collected from the daily sales reports for a year from Jan 2 to Dec 31 in 2007. Calculation for menu analysis and customer's data were done by computer using the MS 2003 Excel spreadsheet program and SPSS 12.0 package program. Menu mix% (MM%) and unit contribution margin were used as variables by Kasavana & Smith. Four possible classifications by Menu-Engineering technique were turned out as 'STAR', 'PLOWHORSE', 'PUZZLE', 'DOG'. The main menus served during a year were 128 dishes and about 141 peoples visited this restaurant daily. The mean age of the men was $44.1\;{\pm}\;6.3$, women were $32.7\;{\pm}\;6.4$ and showed that was statistically higher than that of women (p < .0001). The rates of STAR menus were 'Western style (75.0%)', 'guk/tang-ryu (48.1%)', 'jjigae/ jeongol-ryu (23.1%)', 'bap-ryu (17.2%)' in sequence. There were no STAR menus in gui/jorim/jjim-ryu. PLOWHORSE menus were 'gui-ryu (75.0%)', 'guk/tang-ryu (29.6%)', 'bap-ryu (27.6%)' in sequence. There were no PUZZLE or DOG menus in 'jjigae/jeongol-ryu'. PUZZLE menus were 'jorim/jjim-ryu and Myeonryu (each 33.3%)', 'bap-ryu (31.0%)' in sequence. PUZZLE menus were a lots of 'Chinese food (75.0%)' and 'myeonryu (55.6%)'. This study provides the basic data based on regularly menu analysis method applied the scientific menu analysis techniques in government offices food services, I'd like to suggest that the menu management must be done based on the necessity and result of menu analysis according to the seasonal and middle, long-term plans.

• Journal of Nutrition and Health
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• v.48 no.2
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• pp.180-191
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• 2015

Purpose: There is a lack of data on the energy cost of children's everyday activities, adult values are often used as surrogates. In addition, the influence of body weight on the energy cost of activity when expressed as metabolic equivalents (METs) has not been vigorously explored. Methods: In this study 20 elementary school students 9~12 years of age completed 18 various physical activities while energy expenditure was measured continuously using a portable telemetry gas exchange system ($K_4b^2$, Cosmed, Rome, Italy). Results: The average age was 10.4 years and the average height and weight was 145.1 cm and 43.6 kg, respectively. Oxygen consumption ($VO_2$), energy expenditure and METs at the time of resting of the subjects were 5.41 mL/kg/min, 1.44 kcal/kg/h, and 1.5 METs, respectively. METs values by 18 physical activities were as follows: Homework and reading books (1.6 METs), playing game with a mobile phone or video while sitting (1.6 METs), watching TV while sitting on a comfortable chair (1.7 METs), playing video game or mobile phone game while standing (1.9 METs), sweeping a room with a broom (2.7 METs) and playing a board game (2.8 METs) belong to light intensity physical activities. By contrary, speedy walking and running were 6.6 and 6.7 METs, respectively, which belong to high intensity physical activities over 6.0 METs. When the effect of body weight on physical activity energy expenditure was determined, $R^2$ values increased with 0.116 (playing a game at sitting), 0.176 (climbing up and down stairs), 0.246 (slow walking), and 0.455 (running), which showed that higher activity intensity increased explanation power of body weight on METs value. Conclusion: This study is important for direct evaluation of energy expenditure by physical activities of children, and it could be used directly for revising and complementing the existing activity classification table to fit for children.

• Journal of environmental and Sanitary engineering
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• v.24 no.4
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• pp.1-26
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• 2009

We conclude the following with air pollution data measured from city measurement net administered and managed in Gwangju for the last 7 years from January in 2001 to December in 2007. In addition, some major statistics governed by Gwangju city and data administered by Gwangju as national official statistics obtained by estimating the amount of national air pollutant emission from National Institute of Environmental Research were used. The results are as follows ; 1. The distribution by main managements of air emission factory is the following ; Gwangju City Hall(67.8%) > Gwangsan District Office(13.6%) > Buk District Office(9.8%) > Seo District Office(5.5%) > Nam District Office(3.0%) > Dong District Office(0.3%) and the distribution by districts of air emission factory ; Buk District(32.8%) > Gwangsan District(22.4%) > Seo District(21.8%) > Nam District(14.9%) > Dong District(8.1%). That by types(Year 2004~2007 average) is also following ; Type 5(45.2%) > Type 4(40.7%) > Type 3(8.6%) > Type 2(3.2%) > Type 1(2.2%) and the most of them are small size of factory, Type 4 and 5. 2. The distribution by districts of the number of car registrations is the following ; Buk District(32.8%) > Gwangsan District(22.4%) > Seo District(21.8%) > Nam District(14.9%) > Dong District(8.1%) and the distribution by use of car fuel in 2001 ; Gasoline(56.3%) > Diesel(30.3%) > LPG(13.4%) > etc.(0.2%). In 2007, there was no ranking change ; Gasoline(47.8%) > Diesel(35.6%) > LPG(16.2%) >etc.(0.4%). The number of gasoline cars increased slightly, but that of diesel and LPG cars increased remarkably. 3. The distribution by items of the amount of air pollutant emission in Gwangju is the following; CO(36.7%) > NOx(32.7%) > VOC(26.7%) > SOx(2.3%) > PM-10(1.5%). The amount of CO and NOx, which are generally generated from cars, is very large percentage among them. 4. The distribution by mean of air pollutant emission(SOx, NOx, CO, VOC, PM-10) of each county for 5 years(2001~2005) is the following ; Buk District(31.0%) > Gwangsan District(28.2%) > Seo District(20.4%) > Nam District(12.5%) > Dong District(7.9%). The amount of air pollutant emission in Buk District, which has the most population, car registrations, and air pollutant emission businesses, was the highest. On the other hand, that of air pollutant emission in Dong District, which has the least population, car registrations, and air pollutant emission businesses, was the least. 5. The average rates of SOx for 5 years(2001~2005) in Gwangju is the following ; Non industrial combustion(59.5%) > Combustion in manufacturing industry(20.4%) > Road transportation(11.4%) > Non-road transportation(3.8%) > Waste disposal(3.7%) > Production process(1.1%). And the distribution of average amount of SOx emission of each county is shown as Gwangsan District(33.3%) > Buk District(28.0%) > Seo District(19.3%) > Nam District(10.2%) > Dong District(9.1%). 6. The distribution of the amount of NOx emission in Gwangju is shown as Road transportation(59.1%) > Non-road transportation(18.9%) > Non industrial combustion(13.3%) > Combustion in manufacturing industry(6.9%) > Waste disposal(1.6%) > Production process(0.1%). And the distribution of the amount of NOx emission from each county is the following ; Buk District(30.7%) > Gwangsan District(28.8%) > Seo District(20.5%) > Nam District(12.2%) > Dong District(7.8%). 7. The distribution of the amount of carbon monoxide emission in Gwangju is shown as Road transportation(82.0%) > Non industrial combustion(10.6%) > Non-road transportation(5.4%) > Combustion in manufacturing industry(1.7%) > Waste disposal(0.3%). And the distribution of the amount of carbon monoxide emission from each county is the following ; Buk District(33.0%) > Seo District(22.3%) > Gwangsan District(21.3%) > Nam District(14.3%) > Dong District(9.1%). 8. The distribution of the amount of Volatile Organic Compound emission in Gwangju is shown as Solvent utilization(69.5%) > Road transportation(19.8%) > Energy storage & transport(4.4%) > Non-road transportation(2.8%) > Waste disposal(2.4%) > Non industrial combustion(0.5%) > Production process(0.4%) > Combustion in manufacturing industry(0.3%). And the distribution of the amount of Volatile Organic Compound emission from each county is the following ; Gwangsan District(36.8%) > Buk District(28.7%) > Seo District(17.8%) > Nam District(10.4%) > Dong District(6.3%). 9. The distribution of the amount of minute dust emission in Gwangju is shown as Road transportation(76.7%) > Non-road transportation(16.3%) > Non industrial combustion(6.1%) > Combustion in manufacturing industry(0.7%) > Waste disposal(0.2%) > Production process(0.1%). And the distribution of the amount of minute dust emission from each county is the following ; Buk District(32.8%) > Gwangsan District(26.0%) > Seo District(19.5%) > Nam District(13.2%) > Dong District(8.5%). 10. According to the major source of emission of each items, that of oxides of sulfur is Non industrial combustion, heating of residence, business and agriculture and stockbreeding. And that of NOx, carbon monoxide, minute dust is Road transportation, emission of cars and two-wheeled vehicles. Also, that of VOC is Solvent utilization emission facilities due to Solvent utilization. 11. The concentration of sulfurous acid gas has been 0.004ppm since 2001 and there has not been no concentration change year by year. It is considered that the use of sulfurous acid gas is now reaching to the stabilization stage. This is found by the facts that the use of fuel is steadily changing from solid or liquid fuel to low sulfur liquid fuel containing very little amount of sulfur element or gas, so that nearly no change in concentration has been shown regularly. 12. Concerning changes of the concentration of throughout time, the concentration of NO has been shown relatively higher than that of $NO_2$ between 6AM~1PM and the concentration of $NO_2$ higher during the other time. The concentration of NOx(NO, $NO_2$) has been relatively high during weekday evenings. This result shows that there is correlation between the concentration of NOx and car traffics as we can see the Road transportation which accounts for 59.1% among the amount of NOx emission. 13. 49.1~61.2% of PM-10 shows PM-2.5 concerning the relationship between PM-10 and PM-2.5 and PM-2.5 among dust accounts for 45.4%~44.5% of PM-10 during March and April which is the lowest rates. This proves that particles of yellow sand that are bigger than the size $2.5\;{\mu}m$ are sent more than those that are smaller from China. This result shows that particles smaller than $2.5\;{\mu}m$ among dust exist much during July~August and December~January and 76.7% of minute dust is proved to be road transportation in Gwangju.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.199-207
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• 2010

For us, there is virtually no distinction between being a responsible citizen and a successful business... they are one and the same for Wal-Mart today." ~ Lee Scott, al-Mart CEO after the 2005 Katrina disaster; cited in Green to Gold (Esty and Winston 2006). Lee Scott's statement signaled a new era in sustainability as manufacturers and retailers around the globe watched the world's largest mass merchandiser confirm its intentions with respect to sustainability. For decades, the environmental movement has grown, slowly bleeding over into the corporate world. Companies have been born, products have been created, academic journals have been launched, and government initiatives have been undertaken - all in the pursuit of sustainability (Peattie and Crane 2005). While progress has been admittedly slower than some may desire, the emergence and entrance of environmentally concerned mass merchandisers has done much to help with sustainable efforts. To better understand this movement, we incorporate the perspectives of both executives and consumers involved in the consumer packaged goods (CPG) industry. This research relies on three underlying themes: (1) Conceptual and anecdotal evidence suggests that companies undertake sustainability initiatives for a plethora of reasons, (2) The number of sustainability initiatives continues to increase in the consumer packaged goods industries, and (3) That it is, therefore, necessary to explore the role that sustainability plays in the minds of consumers. In light of these themes, surveys were administered to and completed by 143 college students and 101 business executives to assess a number of variables in regards to sustainability including willingness-to-pay, behavioral intentions, attitudes, willingness-to-pay, and preferences. Survey results indicate that the top three reasons why executives believe sustainability to be important include (1) the opportunity for profitability, (2) the fulfillment of an obligation to the environment, and (3) a responsibility to customers and shareholders. College students identified the top three reasons as (1) a responsibility to the environment, (2) an indebtedness to future generations, and (3) an effective management of resources. While the rationale for supporting sustainability efforts differed between college students and executives, the executives and consumers reported similar responses for the majority of the remaining sustainability issues. Furthermore, when we asked consumers to assess the importance of six key issues (healthcare, economy, education, crime, government spending, and environment) previously identified as important to consumers by Gallup Poll, protecting the environment only ranked fourth out of the six (Carlson 2005). While all six of these issues were identified as important, the top three that emerged as most important were (1) improvements in education, (2) the economy, and (3) health care. As the pursuit and incorporation of sustainability continues to evolve, so too will the expected outcomes. New definitions of performance that reflect the social/business benefits as well as the lengthened implementation period are relevant and warranted (Ehrenfeld 2005; Hitchcock and Willard 2006). We identified three primary categories of outcomes based on a literature review of both anecdotal and conceptual expectations of sustainability: (1) improvements in constituent satisfaction, (2) differentiation opportunities, and (3) financial rewards. Within each of these categories, several specific outcomes were identified resulting in eleven different outcomes arising from sustainability initiatives. Our survey results indicate that the top five most likely outcomes for companies that pursue sustainability are: (1) green consumers will be more satisfied, (2) company image will be better, (3) corporate responsibility will be enhanced, (4) energy costs will be reduced, and (5) products will be more innovative. Additionally, to better understand the interesting intersection between the environmental "identity" of a consumer and the willingness to manifest that identity with marketplace purchases, we extended prior research developed by Experian Research (2008). Accordingly, respondents were categorized as one of four types of green consumers (Behavioral Greens, Think Greens, Potential Greens, or True Browns) to garner a better understanding of the green consumer in addition to assisting with a more effective interpretation of results. We assessed these consumers' willingness to engage in eco-friendly behavior by evaluating three options: (1) shopping at retailers that support environmental initiatives, (2) paying more for products that protect the environment, and (3) paying higher taxes so the government can support environmental initiatives. Think Greens expressed the greatest willingness to change, followed by Behavioral Greens, Potential Greens, and True Browns. These differences were all significant at p<.01. Further Conclusions and Implications We have undertaken a descriptive study which seeks to enhance our understanding of the strategic domain of sustainability. Specifically, this research fills a gap in the literature by comparing and contrasting the sustainability views of business executives and consumers with specific regard to preferences, intentions, willingness-to-pay, behavior, and attitudes. For practitioners, much can be gained from a strategic standpoint. In addition to the many results already reported, respondents also reported than willing to pay more for products that protect the environment. Other specific results indicate that female respondents consistently communicate a stronger willingness than males to pay more for these products and to shop at eco-friendly retailers. Knowing this additional information, practitioners can now have a more specific market in which to target and communicate their sustainability efforts. While this research is only an initial step towards understanding similarities and differences among practitioners and consumers regarding sustainability, it presents original findings that contribute to both practice and research. Future research should be directed toward examining other variables affecting this relationship, as well as other specific industries.