• Proceedings of the Korean DIstribution Association Conference
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• 2005.05a
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• pp.193-215
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• 2005

본 연구는 국내의 CATV 홈쇼핑에서 최근 문제가 되고 있는 소비자들의 비윤리적인 행위에 관한 연구로서 소비자들의 비윤리적인 행위에 영향을 미치는 요인을 규명하고 이러한 요인들이 어떠한 영향을 미치는지를 분석하고자 한다. 기존의 심리학 분야에서 소비자들의 윤리의식에 관한 연구와 오프라인 상의소비자 비윤리적인 행위에 관한 연구에서의 요인들을 홈쇼핑의 상황에 맞게 수정하여 홈쇼핑에 적용시켜보았다. 비윤리적인 행위에 영향을 미치는 요인을 신뢰와 전환비용, 그리고 충성도로 보았다. 설문조사를 통해서 분석한 결과 홈쇼핑에 대한 신뢰와 전환비용은 소비자들이홈쇼핑에 대한 충성도를 만드는데 유의한 영향을 미치는 것으로 나타났으나 4단계의 충성도는 소비자들의 비윤리적인 행위의도에 유의한 영향을 미치지 않는 것으로 나타났다. 또한 홈쇼핑 사들은 소비자들과의 관계를 보다 탄탄하게 구축하기 위해서는 전환비용을 지각하도록 하는 것보다 소비자 스스로가 홈쇼핑 사를 신뢰할 수 있도록 관리한다면 소비자들의 비윤리적 행위는 감소시킬 수 있는 것으로 나타났다.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1956-1964
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• 2009

Understanding ethical fashion consumers in Korea is essential for the expansion of the ethical fashion market. This study analyzed ethical consumers in Korea in an examination of the factors that influence ethical purchase behavior and attitudes. The differences between ethical fashion consumers and non-ethical fashion consumers were investigated using eight variables (perceived consumer effectiveness (PCE), self-direction, benevolence, universalism, social responsibility, perceived behavioral control, face saving, and group conformity). Data were collected by means of a questionnaire through both on-line and off-line surveys from April 20 to June 7, 2009. Only the respondents knowledgeable of ethical products or ethical consumption were asked to complete the questionnaire. A total of 494 samples were used for analyses. Using independent samples t-test, the differences in each variable between two groups were examined. There were significant differences between ethical fashion consumers and non-ethical fashion consumers in attitudes toward ethical consumption behavior, behavioral intention, PCE, self-direction, universalism, social responsibility, and face saving variables. The factors influencing attitude and behavior intention were investigated by step-wise regression analyses. For ethical fashion consumers, the attitudes to ethical consumption behavior were largely influenced by PCE and benevolence. Social responsibility was the most predictable variable in guiding behavioral intention. Behavioral intention was also influenced by benevolence and attitude. Group conformity was found to be negatively correlated with behavioral intention. The findings of this study provide significant guidance for marketers of ethical fashion products. This study is the start of ethical fashion consumer research in Korea and can develop into variable subfields in the future.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.527-541
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• 2020

Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not necessarily lead to consumers' purchase. Focusing on this, authors attempted to explore what perceptions of the brand lead to purchase behavior. Three experiments were conducted for this purpose. Results are as follows. First, even in ethical products, consumers choose the product when it is perceived as more ethical. This tendency has been shown for both eco-friendly type and donation type products. Second, when there was no noticeable difference in ethicality, ethical consumers consider brand reputation as an important factor in choice. Third, results remains regardless of consumer individual characteristics (consumer altruism, conspicuousness). Note that, unexpectedly, the underdog effect was not observed among altruistic consumers. Several implications, limitations of research, and suggestions for future research were discussed.

• Journal of Korean Home Economics Education Association
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• v.27 no.1
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• pp.67-83
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• 2015

The purpose of this study was to explore the levels of ethical consumptions and related variables on ethics of adolescents as consumers. This subjects were 552 middle and high school students. The research results are summarized as follows. 1. The scores to measure ethical consumptions level of the adolescents was ranged from 2.87 to 3.08, which were relatively low. 2. The ethical consumptions(fair-trade product consumption, donation and giving, local consumption and eco-friendly consumption) in demographic variables were found to have significant differences depending on their religion, perceived social class, father's education and mother's education. 3. The result of hierarchical regression analysis indicated that consumer education experience, the eco-friendly values, materialism, saving, experiencing mass media on affecting the fair-trade product consumption. The major variables affecting the ethical consumptions in the donation and giving were materialism, consumer education experience, experiencing mass media and the eco-friendly values. The significant variables affecting the local consumption were the eco-friendly values, consumer education experience, materialism, experiencing mass media and saving. The major variables affecting the eco-friendly consumption were the eco-friendly values materialism.

• Journal of Korean Home Economics Education Association
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• v.24 no.3
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• pp.191-208
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• 2012

The purpose of this study was to explore a plan for maximizing effectiveness of adolescents' ethical consumption education. The ethical consumption education experience and the ethical consumption behavior in home, school and society were examined targeting 587 middle and high school students. As a result of research, first, adolescents' ethical consumption education experiences were indicated not to be mostly high. In the sphere of ethical consumption behavior, the ethical consumption education for the future generation of centering on green consumption was being much performed. Second, the students are much facing ethical consumption through participating in event and voluntary-service activity as for school program and through participating in flea market as for social program. And the tendency was being shown that has high contact frequency in ethical consumption education through internet. Third, the adolescent consumers' ethical consumption behavior level was not high as a whole. Thus, it could be known that the ethical consumption education is needed continuously. Especially, the education of the ethical consumption for current generation is further demanded. Fourth, the factors of having influence upon adolescent consumers' ethical consumption behavior were indicated that the more ethical consumption behavior is shown in more taking home consumer education and school consumer education in case of women and in the lower school year as for school year. In this way, the importance of ethical consumption education in home, school and society is indicated. Thus, there will be a need of being developed the educational method and the educational contents that are connected with real life so that adolescents themselves can acquire through experience by being linked mutually.

• Journal of Digital Convergence
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• v.13 no.8
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• pp.113-121
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• 2015

This study is to identify that the efforts of business ethics build customer loyalty, and it makes customers lead to purchase behavior in the viewpoint of grasping convergence effect. The survey has proved that ethical management influences consumers' purchase behaviors, and consumers' image perception and trust on corporate play parameter role in that process. This results imply that corporate's ethical management gives increase in revenue and reputation to corporate. So managers must recognize business goes on when the social legitimacy is approved by the public, and make efforts to arrange systems and programs to foster ethical management. In the future study, it is required that an analysis to differentiate target range and level of implementation of ethical management and research associated with ethical issue of high public interest.

• 한국벤처창업학회:학술대회논문집
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• 2017.04a
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• pp.36-36
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• 2017

기업 간, 브랜드 간의 치열한 경쟁은 날이 갈수록 심해지고 있으며, 좋은 제품을 만들 수 있는 기술력이나 우수한 인력, 양호한 재무능력은 기업이 생존하기 위해 기본적으로 갖추어야 할 필요조건이 되었다. 그런데 기업이 성공하기 위해서는 어떤 능력이 필요할까? 바로 마케팅능력이다. 마케팅 능력이 있어야 충성도 있는 고객을 창출할 수 있고 시장점유율 제고를 통해서 목표하는 바람직한 성과를 산출할 수 있다. 마케팅 부문의 능력이나 지식은 타 부문에 비해서 기업성과에 미치는 영향이 크며, 궁극적으로는 기업의 지속적 경쟁우위를 달성하기 위하여 반드시 갖추어야 할 요소라는 것을 많은 연구들은 보여주고 있다. 이때 기업이나 브랜드가 윤리적인 모습을 소비자에게 보여준다면 경쟁자에 비해서 훨씬 용이하게 충성도를 이끌어 낼 수 있을 것이다. 따라서 마케팅윤리는 매우 중요한 이슈이다. 최근 소비자의 감정을 상하게 하는 국내외 기업행태가 매스컴에 자주 오르내리고 있는데, 이러한 소식을 접한 소비자들은 해당기업에 대해서 부정적인 인식을 가지게 되어 제품이나 서비스를 구매하지 않으며, 주변사람들에게 좋지 않은 입소문을 내기도 하므로 기업의 마케팅 담당자는 윤리적인 측면을 고려하여 의사결정을 내려야한다. 기업의 사회적 책임(CSR)과 마케팅윤리는 상호 연관된 개념으로 보아도 무방하다. 그런데 마케팅의 윤리적인 측면을 고려하다보면 의사결정 상황이 마케팅 분야에만 국한되지 않거나 소비자의 이익과 기업의 이익이 상충하는 경우가 빈번하게 발생하게 되어 의사결정을 어렵게 만든다. 특히, 스타트업의 경우는 기존기업에 비해서 업력이 길지 않고 우선적으로 처리해야하는 업무가 많다보니 마케팅 윤리적 측면을 중요하게 생각하지 않는 경향이 많다. 하지만 마케팅 윤리는 단시간에 구축하거나 보완할 수 있는 것이 아니므로 스타트업의 경영자들은 이 문제를 중요하게 생각하여야 할 것이다. 본 연구는 기존의 마케팅 윤리연구 동향을 분석하여 스타트업의 마케팅윤리 연구의 방향을 제시하고자 한다.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1793-1802
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• 2007

This study examined the relationship between consumers' ethical ideologies and consumers' perceptions of fashion counterfeits. Forsyth's Ethics Position Questionnaire(EPQ) measuring consumers' ethical ideologies-- idealism and relativism -- was used. College students enrolled at a large university in a metropolitan area participated(N=314). There were no significant differences between counterfeit purchasers and non-purchasers on their ethical ideologies, while there were significant differences between these two groups on their perceptions toward two of the perceptions toward counterfeit factors: economic and psychological uncertainty. Idealism was not significantly related to participants' perceptions toward fashion counterfeit, while relativism was positively related only to participants' perceptions concerning the return-related uncertainty of fashion counterfeits. The results of a multiple regression revealed that consumers' economic, psychological, and return-related uncertainty were significant predictors of intent to buy counterfeit goods.

• International Commerce and Information Review
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• v.14 no.4
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• pp.109-130
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• 2012

In recent years, the volume of global fair trade has been increased rapidly. As the quality of life improves, consumers are increasingly concerned about fairness and environment and show positive attitudes toward ethical products. Fair trade is a social movement that aims to set fair prices for products, alleviate poverty, and assist producers marginalized by the traditional economic model. The study attempt to investigate empirically fair trade products purchase intention, so consumers attitude toward fair trade product purchase, normative belief, fairness restoration expectation, ethical responsibility are defined and their impacts on the purchase intention were analyzed. The statistical method used to test the hypotheses was multi-regression using SPSS 18 for window. The results of this study are follows. Purchase attitudes toward fair trade products and ethical responsibility had a significant effect on the purchase intention. The Effectiveness of the ethical responsibility had greater than that of the purchase attitudes. The result of the empirical study provides important implications for the fair trade related organizations and businesses.

• Journal of Digital Convergence
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• v.18 no.1
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• pp.103-109
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• 2020

As part of the sharing economy service, the present study is not only about the positive aspects of O2O services, but also about the consumer ethical perceptions of recent conflicts with existing business and labor markets, trust of platform, and service utility on consumer satisfaction and intention to recommend O2O services. To test hypotheses, data were collected and analyzed for 149 samples, focusing on the car sharing service, an example of the sharing economy service, which is becoming an issue. As a result, the ethical self-identity of the consumer, the trust of the platform, and the service utility, all affected the service satisfaction, whereas only the hedonic utility and trust of the platform had a positive effect on the intention to recommendation. This study is meaningful in that it examines the influence of service utility focusing on ethical consciousness and social perspective of consumers, rather than on the point of consumption such as ethical consumption position and trust of platform based on sharing economy service.