Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Sustainable Fashion Brand's Advertising Color and Expression on Consumers' Emotions and Perceptions - Focus on Instagram -

지속가능 패션 브랜드 광고의 색채와 표현형식이 소비자의 감정과 인식에 미치는 영향 - 인스타그램 중심으로-

  • Jiang, Wei (Dept. of Clothing & Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University) ;
  • Chae, Heeju (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • 강미 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과) ;
  • 채희주 (경성대학교 패션디자인학과)
  • Received : 2018.11.22
  • Accepted : 2019.08.09
  • Published : 2019.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Companies and brands that practice sustainability pay attention to New Media due to its ability to build a sustainable relationship between companies and consumers. The need for research on specific roles, characteristics, and social media effects on eco-friendly advertising has had rapid growth in marketing programs for sustainable activities especially shown through social media. Information about sustainable fashion has spread to consumers through social media, and multifarious efforts have been made to attract the attention of youth. Despite the dramatic increase in eco-friendly marketing through social media as a part of sustainability, there is a lack of research on the major influences of emotional factors such as ad color and expression in social media. In this context, it is meaningful to identify relationships between emotional responses, advertising value and consumer behavior of sustainable fashion brands in Instagram and implement a suitable advertising type (color vs expression) for consumers. We used 366 responses for the final analysis. Data were analyzed by factor analysis, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study suggest that emotional responses, advertising value have a significant effect on the flow. This study expands on a previously limited research field by verifying consumer responses to image advertising on Instagram, rather than general sustainable fashion marketing. The study results also provide meaningful implications for a relation formation between customers and fashion brands vis-${\grave{a}}$-vis sustainable social media marketing.

Keywords

References

  1. AbdelFattah, M., Galal, D., Hassan, N., Elzanfaly, D., & Tallent, G. (2017). A sentiment analysis tool for determining the promotional success of fashion images on Instagram. International Journal of Interactive Mobile Technologies, 11(2), 66-73. https://doi.org/10.3991/ijim.v11i2.6563
  2. Ahn, D. C., & Kim, S. H. (2012). Attitudes toward SNS advertising: A comparison of blog, twitter, facebook, and youtube. The Korean Journal of Advertising, 23(3), 53-84. doi:10.3837/tiis.2016.10.019
  3. Ahn, S. K., & Ryou, E. J. (2011). Corporate social responsibilitycontents analysis of Korean fashion corporations websites. Journal of the Korean Society of Clothing and Textiles, 35(4), 455-465. doi:10.5850/JKSCT.2016.40.1.26
  4. Ahn, S. H. (2017). Instagram double growth, led by 20s, 30s and women. The-pr. Retrieved May 25, 2018, from http://www.thepr.co.kr/news/articleView.html?idxno=32467
  5. Ahn, S. T., Lee, H. N., & Park, H, J. (2016). Impacts of emotional appeals by social media native Ads: Psychological arousal and advertising effects. Journal of Broadcasting Research, 95, 112-145. doi:10.1080/13527266.2011.619555
  6. Alhabash, S., Baek, J. H., Cunningham, C., & Hagerstrom, A. (2015). To comment or not to comment?: How virality, arousal level, and commenting behavior on YouTube videos affect civic behavioral intentions. Computers in Human Behavior, 51, 520-531. doi:10.1016/j.chb.2015.05.036
  7. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  8. Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4), 445.
  9. Batra, R., & Stayman, D. M. (1990). The role of mood in advertising effectiveness. Journal of Consumer Research, 17(2), 203-214. doi:10.1086/208550
  10. Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32. doi:10.2501/JAR-41-5-23-32
  11. Birren, F. (1978). Color & human response: aspects of light and color bearing on the reactions of living things and the welfare of human beings (p. 34). New York: Van Nostrand Reinhold.
  12. Birren, F. (2016). Color psychology and color therapy; A factual study of the influence of color on human life. Pickle Partners Publishing.
  13. Chae, H. J., Shin, J. Y., & Ko, E. J. (2015). The effects of usage motivation of Hashtag of fashion brands' image based SNS on customer social participation and brand equity: Focusing on moderating effect of SNS involvement. Fashion & Textile Research Journal, 17(6), 942-955. doi:10.5805/SFTI.2015.17.6.942
  14. Cheng, F. F., Wu, C. S., & Yen, D. C. (2009). The effect of online store atmosphere on consumer's emotional responses - an experimental study of music and colour. Behaviour & Information Technology, 28(4), 323-334. doi:10.1080/01449290701770574
  15. Cho, J. S. (2013). Effects of attitude motives of social media on sustainable behaviors: Focused on comparison between twitter and facebook users. The Korean Journal of Advertising and Public Relations, 15(4), 238-272.
  16. Cho, J. Y., & Lee, E. J. (2017). Impact of interior colors in retail store atmosphere on consumers' perceived store luxury, emotions, and preference. Clothing and Textiles Research Journal, 35(1), 33-48. doi:10.1177/0887302X16675052
  17. Cho, M. H., Jun, S. H., & Choi, E. K. (2014). Effects of self-esteem, life satisfaction and gender on the self-presentation and social interaction motivations for facebook use. The Journal of the Korea Contents Association, 14(9), 513-528. doi:10.5392/JKCA.2014.14.09.513
  18. Cho, Y. J., & Yang, H. S. (2012). The effect of characteristics in fashion social commerce sites and SNS subjective norm on consumer attitudes towards social commerce and purchase intention of fashion products. Journal of the Korean Society of Clothing and Textiles, 36(11), 1148-1161. doi:10.5850/JKSCT.2012.36.11.1148
  19. Choi, E. Y. (2012). A case study of promotion through the communication contents of facebook for fashion brands - Focused on empathy and participation based on the communication contents. Journal of the Korean Society of Costume, 62(1), 137-151. doi:10.7233/jksc.2012.62.1.137
  20. Choi, M. Y. (2009). The effects of VMD components on the attitudes toward fashion brands and the intention of revisiting. Journal of the Korean Society of Costume, 59(7), 100-113.
  21. Choi, W. S., & Kim, J. K. (2008). The effects of work-family conflicts on the service recovery performance and job satisfaction in hotel encounter employee. Korea Tourism Research Association, 22(2), 189-205.
  22. Choi, Y. K., Hwang, J. S., & McMillan, S. J. (2008). Gearing up for mobile advertising: A cross?cultural examination of key factors that drive mobile messages home to consumers. Psychology & Marketing, 25(8), 756-768. doi:10.1002/mar.20237
  23. Csikszentmihalyi, M. (1997). Finding flow (Vol. 131). New York: Basic Books.
  24. Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues & Research in Advertising, 17(1), 1-18. doi:10.1080/10641734.1995.10505022
  25. Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management. Journal of Advertising Research, 36(5), 21-35.
  26. Durahim, A. O., & Coskun, M. (2015). # iamhappybecause: gross national happiness through Twitter analysis and big data. Technological Forecasting and Social Change, 99, 92-105. doi:10.1016/j.techfore.2015.06.035
  27. Gonzales, A. L., & Hancock, J. T. (2011). Mirror, mirror on my facebook wall: Effects of exposure to Facebook on self-esteem. Cyberpsychology, Behavior, and Social Networking, 14(1-2), 79-83. doi:10.1089/cyber.2009.0411
  28. Guo, Y. M., & Klein, B. D. (2009). Beyond the test of the four channel model of flow in the context of online shopping. Communications of the Association for Information Systems, 24(1), 837-857. doi:10.17705/1cais.02448
  29. Han, D. G. (2015). Study on the influence of service quality on customer satisfaction and customer loyalty of the domestic coffee chains. Journal of Foodservice Management Society of Korea, 18(1), 189-209. doi:10.3390/su9112082
  30. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. Upper Saddle River. NJ: Pearson Prentice Hall.
  31. Hill, J., & Lee, H. H. (2012). Young generation Y consumers' perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Managementl, 16(4), 477-491. doi:10.1108/13612021211265863
  32. Hill, J., & Lee, H. H. (2015). Sustainable brand extensions of fast fashion retailers. Journal of Fashion Marketing and Management, 19(2), 205-222. doi:10.1108/JFMM-09-2012-0056
  33. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, 60(3), 50-68. doi:10.1177/002224299606000304
  34. Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420. https://doi.org/10.1086/209123
  35. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. doi:10.1016/j.intmar.2013.12.002
  36. Hung, K., Li, S. Y., & Tse, D. K. (2011). Interpersonal trust and platform credibility in a Chinese multibrand online community. Journal of Advertising, 40(3), 99-112. doi:10.2753/JOA0091-3367400308
  37. Human, L. J., Biesanz, J. C., Parisotto, K. L., & Dunn, E. W. (2012). Your best self helps reveal your true self: Positive self-presentation leads to more accurate personality impressions. Social Psychological and Personality Science, 3(1), 23-30. doi:10.1177/1948550611407689
  38. Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management, 16(4), 386-398. doi:10.1108/13612021211265791
  39. Jang, H. M., Kim, E. M., & Lee, J. W. (2012). The effects of blog writing for self-presentation and preference toward others' blog writingfor self-presentation on interpersonal and social trust: Focusing on the mediating effects of empathic experiences of blog use. Korean Journal of Journalism & Communication Studies, 56(2), 48-71.
  40. Jensen Schau, H., & Gilly, M. C. (2003). We are what we post? Selfpresentation in personal web space. Journal of Consumer Research, 30(3), 385-404. doi:10.1086/378616 10.1086/378616 10.1086/378616 10.1086/378616
  41. Jeong, M. S., & Jeong, S. J. (2012). Media flow and ad type on effectiveness of mobile ad. Advertising Research, 94, 5-38.
  42. Joergens, C. (2006). Ethical fashion: myth or future trend?. Journal of Fashion Marketing and Management: An International Journal, 10(3), 360-371. doi:10.1108/13612020610679321
  43. Kahle, L. R., & Valette-Florence, P. (2014). Marketplace lifestyles in an age of social media: Theory and methods. New York: Routledge.
  44. Kapferer, J. N., & Laurent, G. (1985). Consumers involvement profiles: New empirical result. Advances in Consumer Research, 12(1), 290-295.
  45. Kim, D., Kim, J. H., & Nam, Y. (2014). How does industry use social networking sites? An analysis of corporate dialogic uses of facebook, twitter, youTube, and linkedIn by industry type. Quality & Quantity, 48(5), 2605-2614. doi:10.1007/s11135-013-9910-9
  46. Kim, H. S. (2006). The effect of expression style of fashion advertising photo on women customer's purchase. Unpublished master's thesis, Kyungwon University, Seongnam.
  47. Kim, H. S., & Hall, M. L. (2015). Green brand strategies in the fashion industry: Leveraging connections of the consumer, brand, and environmental sustainability. In Sustainable Fashion Supply Chain Management (pp. 31-45). Springer, Cham.
  48. Kim, H. S., & Ma, M. (2014). Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products. Journal of Global Fashion Marketing, 5(2), 165-181. doi:10.1080/20932685.2014.881586
  49. Kim, J., & Lee, J. E. R. (2011). The Facebook paths to happiness: Effects of the number of facebook friends and self-presentation on subjective well-being. Cyber Psychology, Behavior and Social Networking, 14(6), 359-364. doi:10.1089/cyber.2010.0374
  50. Kim, J. W., & Kim, I. (2011). The effects of VMD and in-store experience of brand flagship stores on brand attitude and intent of purchase. Journal of the Korean Society of Fashion Design, 11(4), 25-39.
  51. Kim, J. Y. (2003). Study on the background color of products in online shopping sites: Focused on clothes in popup windows. Unpublished master's thesis, Ewha Womans University, Seoul.
  52. Kim, M. Y., Kim, B. S., & Han, H. J. (2011). Color story for color planning. Seoul: Gyohakyeongusa.
  53. Kim, S. Y., Baek, G. Y., Choi, J. E., & Lee, H. H. (2014). The effects of product presentation and background of photos in internet shopping malls on consumer perceptions. Journal of the Korean Society of Clothing and Textiles, 38(4), 467-481. doi:10.7741/rjcc.2015.23.3.384
  54. Kim, S. Y., & Joo, Y. H. (2001). Perceived interactivity and web site loyalty: On the role of flow as a mediating variable. Journal of Consumer Studies, 12(4), 185-208.
  55. Kim, J., & Schellhase, R. (2015). Sustainable marketing in Asia and the world. Journal of Global Scholars of Marketing Science, 25(3), 195-197. doi:10.1080/21639159.2015.1044700
  56. Ko, E. J., & Fashion Marketing Research Lab (FMRL). (2015). Sustainable fashion brand marketing. Paju: Kyomunsa..
  57. Ko, E. J., Kim, K. H., & Zhang, H. (2008). A cross cultural study of antecedents of purchase intention for sports shoes in Korea and China. Journal of Global Academy of Marketing Science, 18(1), 157-177. doi:10.1080/12297119.2008.9707281
  58. Ko, J. M., Shin, J. Y., Ko, E. J., & Chae, H. J. (2014). The effects of image based fashion brands' SNS toward flow and brand attitude: Focus on pleasure emotion as mediator. Fashion & Textile Research Journal, 16(6), 908-920. doi:10.5805/SFTI.2014.16.6.908
  59. Ko, J. H. (2011). Exploring the possibility of cross media platform using invisible real-time data for urban communication. Journal of Digital Design, 11(2), 181-190. https://doi.org/10.17280/jdd.2011.11.2.018
  60. Koo, D. M., & Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388. doi:10.1016/j.chb.2009.11.009
  61. Kowalski, R. M., & Leary, M. R. (1990). Strategic self-presentation and the avoidance of aversive events: Antecedents and consequences of self-enhancement and self-depreciation. Journal of Experimental Social Psychology, 26(4), 322-336. https://doi.org/10.1016/0022-1031(90)90042-K
  62. La Ferle, C., Edwards, S. M., & Lee, W. N. (2000). Teens' use of traditional media and the Internet. Journal of Advertising Research, 40(3), 55-65. doi:10.2501/JAR-40-3-55-65
  63. LaTour, K. A., & LaTour, M. S. (2009). Positive mood and susceptibility to false advertising. Journal of Advertising, 38(3), 127-142. https://doi.org/10.2753/JOA0091-3367380309
  64. Lee, C. S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in Human Behavior, 28(2), 331-339. doi:10.1016/j.chb.2011.10.002
  65. Lee, E. J., Kim, H. N., & Noh, M. J. (2011). Psychological benefits of one-to-one marketing in apparel E-commerce: An approach with perceived usefulness, pleasure, arousal, and attitude toward the Estore. Journal of the Korean Society of Clothing and Textiles, 35(6), 646-658. doi:10.5850/JKSCT.2011.35.6.646
  66. Lee, G. Y., & Kim, J. I. (2014). Diet functional food's package color analysis based on color image. Journal of Digital Design, 14(2), 337-348. doi:10.17280/jdd.2014.14.2.032
  67. Lee, H. R., & Kim, J. J. (2015). The effect of social distance, source expertise on brand attitude and purchasing intention according to e-WOM directionality. Journal of Distribution & Management Research, 18(4), 51-74. doi:10.1108/13555851111165020
  68. Lee, J. S., Kwon, H. S., & Koh, A. R. (2014). The consumption desire for slow fashion. Journal of the Korean Society of Clothing and Textiles, 38(1), 59-72. doi:10.5850/JKSCT.2014.38.1.59
  69. Lee, K. Y. (2014). Effects of SNS users' perception of authenticity of SNS on organization-pubic relation. The Communication Association of Korea, 22(1), 5-33.
  70. Lee, T. M. (2015). The effects of brand trust and brand affect on brand word of mouth and brand loyalty: focused on the moderating effect of mobile SNS intensity. The e-Business Studies, 16(1), 121-144. doi:10.5296/ jsr.v5i1.6568
  71. Lee, S., & Kang, E. (2010). A study on the changes of appeal type and consumption value in cosmetics advertisements. The Korean Journal of Advertising and Public Relations, 12, 286-318.
  72. Lee, S. I., & Park, Y. S. (2013). The effects of service quality on consumption emotions and flow experience in internet shopping malls: Focused on the elaboration of the flow theory using the PAD model. Journal of Consumer Studies, 24(1), 1-29.
  73. Lee, Y. N., Na, S. M., & Lee, J. Y. (2015). Instagram of fashion brand's current use and customer attitude based on user attributes. Journal of the Korean Fashion & Costume Design Association, 17(4), 201-217.
  74. Lloret, A. (2016). Modeling corporate sustainability strategy. Journal of Business Research, 69(2), 418-425. doi:10.1016/j.jbusres.2015.06.047
  75. Mazar, N., & Zhong, C. B. (2010). Do green products make us better people?. Psychological Science, 21(4), 494-498. doi:10.1177/0956797610363538
  76. Massara, F., Liu, S. S., & Melara, R. D. (2010). Adapting to a retail environment: Modeling consumer-environment interactions. Journal of Business Research, 63(7), 673-681. doi:10.1016/j.jbusres.2009.05.004
  77. Minton, E., Lee, C., Orth, U., Kim, C. H., & Kahle, L. (2012). Sustainable marketing and social media: A cross-country analysis of motives for sustainable behaviors. Journal of Advertising, 41(4), 69-84. doi:10.1080/00913367.2012.10672458
  78. Moon, H. K., & Lee, H. H. (2012). Product recommendation service in online mass customization: Consumers cognitive and affective responses. Journal of the Korean Society of Clothing and Textiles, 36(11), 1222-1236. doi:10.5850/JKSCT.2012.36.11.1222
  79. Morrison, M., Gan, S., Dubelaar, C., & Oppewal, H. (2011). In-store music and aroma influences on shopper behavior and satisfaction. Journal of Business Research, 64(6), 558-564. doi:10.1016/j.jbusres.2010.06.006
  80. Nam, H. N. (2010). A study of sustainable fashion design. Journal of the Korean Society of Fashion Design, 10(2), 53-69. doi:10.5805/SFTI.2015.17.2.168
  81. Nam, M. J., Lee, E. J., & Shin, J. H. (2015). A method for user sentiment classification using Instagram hashtags. Journal of Korea Multimedia Society, 18(11), 1391-1399. doi:10.9717/kmms.2015.18.11.1391
  82. Oh, K. (2009). The necessity of a photography education program for the owners of online shopping mail and its actual plan. Unpublished master's thesis, Chungang University, Seoul.
  83. Pancer, E., McShane, L., & Noseworthy, T. J. (2017). Isolated environmental cues and product efficacy penalties: The color green and eco-labels. Journal of Business Ethics, 143(1), 159-177. doi:10.1007/s10551-015-2764-4
  84. Park, M. J., & Lee, S. E. (2009). The effect of VMD image appropriateness on consumers' affective, cognitive, and conative responses-testing models based on the emotion-cognition theory and the cognitive theory of emotions. The Research Journal of the Costume Culture, 17(3), 459-471. doi:10.29049/rjcc.2009.17.3.459
  85. Park, S. Y., & Park, E. J. (2013). The effects of flow on consumer satisfaction through e-impulse buying for fashion products. Fashion & Textile Research Journal, 15(4), 533-542. doi:10.5805/SFTI.2013.15.4.533
  86. Park, M. J., & Lee, D. H. (2014). Effects of storytelling in advertising on consumers empathy. Asia Marketing Journal, 15(4), 103-129.
  87. Park, H. H., Jeon, J. O., & Kwak, W. (2007). The influence of perceived quality and VMD fitness of fashion brand on brand attitude and purchase intention. Journal of Marketing Management Research, 12(1), 55-70. doi:10.5805/SFTI.2014.16.2.235
  88. Park, Y. S., Lee, S. I., & Lee, H. S. (2010). A study on the effects of flow on the utilization of mobile phone service. Korean Management Science Review, 27(3), 117-135.
  89. Phua, J., Jin, S. V., & Kim, J. J. (2017). Gratifications of using facebook, twitter, instagram, or snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412-424. doi:10.1016/j.tele.2016.06.004
  90. Puccinelli, N. M., Deshpande, R., & Isen, A. M. (2007). Should I stay or should I go? Mood congruity, self-monitoring and retail context preference. Journal of Business Research, 60(6), 640-648. doi:10.1016/j.jbusres.2006.06.014
  91. Russell, J. A., & Mehrabian, A. (1976). Environmental variables in consumer research. Journal of Consumer Research, 3(1), 62-63. doi:10.1086/208652
  92. Ryu, I., & Choi, H. R. (2008). The effect of social influence on flow, perceived usefulness and intention to use in online community. The Journal of Information Systems, 17(2), 113-135. doi:10.5859/KAIS.2008.17.2.113
  93. Sang, S. J. (2006). The effects of emotion and flow on attitude and W.O.M. in the internet shopping. Daehan Journal of Business, 19, 489-509.
  94. Seo, S. H. (2017). An empirical study of the influence of SNS engagement and perceived intrusiveness on the advertising avoidance in social media native-Ads. Korean Speech & Communication Association, 16(3), 151-196.
  95. Schlegel, R. J., Hicks, J. A., King, L. A., & Arndt, J. (2011). Feeling like you know who you are: Perceived true self-knowledge and meaning in life. Personality and Social Psychology Bulletin, 37(6), 745-756. doi:10.1177/0146167211400424
  96. Schlegel, R. J., Hicks, J. A., Arndt, J., & King, L. A. (2009). Thine own self: True self-concept accessibility and meaning in life. Journal of Personality and Social Psychology, 96(2), 473-490. doi:10.1037/a0014060
  97. Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychology and Marketing, 14(4), 361-378. doi:10.1002/(SICI)1520-6793(199707)14:4<361::AID-MAR4>3.0.CO;2-7
  98. Shin, M. H. (2012). The influence of perceived price and VMD fitness of SPA brand on multi-dimensional commitment. Journal of Digital Convergence, 10(3), 39-49. https://doi.org/10.14400/JDPM.2012.10.3.039
  99. Shin, N. J., & Lee, K. H. (2016). Study on the classification of fashion lifestyle types and preferred colors for color planning. The Research Journal of the Costume Culture, 24(5), 531-543. doi:10.7741/rjcc.2016.24.5.531
  100. Shin, Y. J., & Choi, Y. S. (2015). A study on the acceptance of digital outdoor AD configuration factors: Focused on the type of difference. Journal of Practical Research in Advertising and Public Relations, 8(3), 73-104. doi:10.21331/jprapr.2015.8.3.004
  101. Song, J. J. (2010). SPSS/AMOS method of statistical analysis. Paju: 21C book.
  102. Song, J. W., & Lee, H. R. (2015). The effects of the advertising value of SNS on the brand equity, brand loyalty o f food service industry. Journal of Foodservice Management Society of Korea, 18(1), 137-164.
  103. Sonnenberg, L., Gelsomin, E., Levy, D. E., Riis, J., Barraclough, S., & Thorndike, A. N. (2013). A traffic light food labeling intervention increases consumer awareness of health and healthy choices at the point-of-purchase. Preventive Medicine, 57(4), 253-257. doi:10.1016/j.ypmed.2013.07.001
  104. Sundar, A., & Kellaris, J. J. (2017). How logo colors influence shoppers' judgments of retailer ethicality: The mediating role of perceived eco-friendliness. Journal of Business Ethics, 146(3), 685-701. doi:10.1007/s10551-015-2918-4
  105. Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137-155. doi:10.1016/0167-8116(94)00019-K
  106. Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://doi.org/10.1080/10864415.2004.11044301
  107. Unilever. (2017, May 01). Report shows a third of consumers prefer sustainable brands. Unilever. Retrieved January 8, 2017, from https://www.unilever.com/news/press-releases/2017/report-showsa-third-of-consumers-prefer-sustainable-brands.html
  108. Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer "attitude-behavioral intention" gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194. doi:10.1007/s10806-005-5485-3
  109. Walsh, G., Shiu, E., Hassan, L. M., Michaelidou, N., & Beatty, S. E. (2011). Emotions, store-environmental cues, store-choice criteria, and marketing outcomes. Journal of Business Research, 64(7), 737-744. doi:10.1016/j.jbusres.2010.07.008
  110. Whang, S. M., & Kwon, B. M. (2005). A study on human color sensibility according to psychological color image scale (PCIS). Journal of Korean Society of Color Studies, 19(1), 13-25.
  111. Whitty, M. T. (2008). Revealing the 'real' me, searching for the 'actual' you: Presentations of self on an internet-dating site. Computers in Human Behavior, 24(4), 1707-1723. doi:10.1016/j.chb.2007.07.002
  112. Wolin, L. D., Korgaonkar, P., & Lund, D. (2002). Beliefs, attitudes and behaviour towards Web advertising. International Journal of Advertising, 21(1), 87-113. doi:10.1080/02650487.2002.11104918
  113. Yang, J. S. (2011). A research on influence of VMD strategy of brand store on purchase behavior of consumer - Focusing on fashion brand store. Journal of the Korean Society of Design Culture, 17(2), 335-344.
  114. Yim, K. T. (2006). The influence of advertising attitude on corporation's image and brand attitude based on worldcup involvement. The Korean Journal of Physical Education, 45(6), 437-446.
  115. Yu, Y. B. (2002). Research about photographic expression in magazine advertisement-Concentrate upon fashion magazine. Unpublished master's thesis, Daegu University, Daegu.
  116. Zhang, J., & Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology & Marketing, 25(8), 787-805. doi:10.1002/mar.20239