• Title/Summary/Keyword: Education Potential

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Why A Multimedia Approach to English Education\ulcorner

  • Keem, Sung-uk
    • Proceedings of the KSPS conference
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    • 1997.07a
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    • pp.176-178
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    • 1997
  • To make a long story short I made up my mind to experiment with a multimedia approach to my classroom presentations two years ago because my ways of giving instructions bored the pants off me as well as my students. My favorite ways used to be sometimes referred to as classical or traditional ones, heavily dependent on the three elements: teacher's mouth, books, and chalk. Some call it the 'MBC method'. To top it off, I tried audio-visuals such as tape recorders, cassette players, VTR, pictures, and you name it, that could help improve my teaching method. And yet I have been unhappy about the results by a trial and error approach. I was determined to look for a better way that would ensure my satisfaction in the first place. What really turned me on was a multimedia CD ROM title, ELLIS (English Language Learning Instructional Systems) developed by Dr. Frank Otto. This is an integrated system of learning English based on advanced computer technology. Inspired by the utility and potential of such a multimedia system for regular classroom or lab instructions, I designed a simple but practical multimedia language learning laboratory in 1994 for the first time in Korea(perhaps for the first time in the world). It was high time that the conventional type of language laboratory(audio-passive) at Hahnnam be replaced because of wear and tear. Prior to this development, in 1991, I put a first CALL(Computer Assisted Language Learning) laboratory equipped with 35 personal computers(286), where students were encouraged to practise English typing, word processing and study English grammar, English vocabulary, and English composition. The first multimedia language learning laboratory was composed of 1) a multimedia personal computer(486DX2 then, now 586), 2) VGA multipliers that enable simultaneous viewing of the screen at control of the instructor, 3) an amplifIer, 4) loud speakers, 5)student monitors, 6) student tables to seat three students(a monitor for two students is more realistic, though), 7) student chairs, 8) an instructor table, and 9) cables. It was augmented later with an Internet hookup. The beauty of this type of multimedia language learning laboratory is the economy of furnishing and maintaining it. There is no need of darkening the facilities, which is a must when an LCD/beam projector is preferred in the laboratory. It is headset free, which proved to make students exasperated when worn more than- twenty minutes. In the previous semester I taught three different subjects: Freshman English Lab, English Phonetics, and Listening Comprehension Intermediate. I used CD ROM titles like ELLIS, Master Pronunciation, English Tripple Play Plus, English Arcade, Living Books, Q-Steps, English Discoveries, Compton's Encyclopedia. On the other hand, I managed to put all teaching materials into PowerPoint, where letters, photo, graphic, animation, audio, and video files are orderly stored in terms of slides. It takes time for me to prepare my teaching materials via PowerPoint, but it is a wonderful tool for the sake of presentations. And it is worth trying as long as I can entertain my students in such a way. Once everything is put into the computer, I feel relaxed and a bit excited watching my students enjoy my presentations. It appears to be great fun for students because they have never experienced this type of instruction. This is how I freed myself from having to manipulate a cassette tape player, VTR, and write on the board. The student monitors in front of them seem to help them concentrate on what they see, combined with what they hear. All I have to do is to simply click a mouse to give presentations and explanations, when necessary. I use a remote mouse, which prevents me from sitting at the instructor table. Instead, I can walk around in the room and enjoy freer interactions with students. Using this instrument, I can also have my students participate in the presentation. In particular, I invite my students to manipulate the computer using the remote mouse from the student's seat not from the instructor's seat. Every student appears to be fascinated with my multimedia approach to English teaching because of its unique nature as a new teaching tool as we face the 21st century. They all agree that the multimedia way is an interesting and fascinating way of learning to satisfy their needs. Above all, it helps lighten their drudgery in the classroom. They feel other subjects taught by other teachers should be treated in the same fashion. A multimedia approach to education is impossible without the advent of hi-tech computers, of which multi functions are integrated into a unified system, i.e., a personal computer. If you have computer-phobia, make quick friends with it; the sooner, the better. It can be a wonderful assistant to you. It is the Internet that I pay close attention to in conjunction with the multimedia approach to English education. Via e-mail system, I encourage my students to write to me in English. I encourage them to enjoy chatting with people all over the world. I also encourage them to visit the sites where they offer study courses in English conversation, vocabulary, idiomatic expressions, reading, and writing. I help them search any subject they want to via World Wide Web. Some day in the near future it will be the hub of learning for everybody. It will eventually free students from books, teachers, libraries, classrooms, and boredom. I will keep exploring better ways to give satisfying instructions to my students who deserve my entertainment.

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Active Aging: Roles of Physical Activity and Immunity (건강한 노후 : 운동활동과 면역반응을 중심으로)

  • Park, Chan Ho;Kim, Ji-Seok;Kwak, Yi Sub
    • Journal of Life Science
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    • v.28 no.5
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    • pp.621-626
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    • 2018
  • We introduced the physiological responses of aging, active aging and also suggest the impact of physical exercise on body health status and elderly immunity. In this purpose, we searched the Pub Med data base for the articles (include our experimental papers) and review papers having the terms 'Aging', 'Active aging' and 'Physical activity and elderly' in the title, published from 1999 until 2018. The results were as follows: Exercise training has been extensively studied about the reduction of inflammation, oxidative stress, disease, and aging in syndrome X patients and elderly. Combined and aerobic or resistance exercise training could reduce obesity, insulin resistance, type 2 diabetes and hypertension. Exercise training has been extensively studied in cancer settings as part of prevention or treatment strategies. From this research, regular exercise has the potential to target tumor growth through regulation of inflammation and immune responses such as lactate clearance, NK cell activation (innate immunity), activation of cytotoxic immune cells, T cell activation (adaptive immunity), and immune surveillance. However, Endurance physical activity not only induces thermogenesis and diverse sports injuries but also elicits mobilization and functional enhancement of monocytes, neutrophils (which is caused by the cytokine changes such as TNF-alpha, IL-1) whereas it suppresses cell mediated immunity causing to increased susceptibility to inflammation and infections like cough and URTIs (upper respiratory track infections) in young and especially in elderly people. Therefore, Strategies to prevent physical fatigue, sports injuries include avoid overtraining, Adequate recovery and various type of rest during and after physical activity and assuring adequate nutrition supplementation such as glutamine, vitamin B, vitamin C, carbohydrate, ion or berry-contain sports beverages is helpful in physically active elderly.

A Study on Gradual Attitudes Change College of Nursing Students (간호대학생의 학년별 태도 변화에 관한 연구)

  • 한정석
    • Journal of Korean Academy of Nursing
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    • v.3 no.2
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    • pp.121-132
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    • 1973
  • Introduction : Nursing as a profession is gelling wide acceptance today, especially among independent -minded women with necessary physical, mental and academic qualifications. This is particularly true of "comprehensive nursing", which requires to total dedication on the part if the nurse herself-physical, mental and sociocultural. Such comprehensive approach is like-wise called for in the institutional training of professional nurses. Undergraduate nursing courses nowadays place an increasing emphasis on the microscopic approach of training a nurse as an intelligent and well-balanced human being with an optimum degree of cultural sophistication. Greater attention then ever before is now paid to close observation of the individual traits and aptitude of nursing students, so as to permit full development of individual capabilities, interests and propensities within the concept of "comprehensive human education. " Purpose of study 1. To determine the degree of understanding of the part of nursing students of the various aspects of the subject taught in undergraduate nursing course. 2. To determine the motivation of nursing students in choosing the profession and possible subsequent change or attitude and outlook in the course of under graduated studies, as a means of presenting a new practical approach in nursing training based on the concept of "comprehensive human education. " Problems of study 1. The environments of nursing training will impinge on individual nursing students with different psychological impacts from lower to upper classes of under graduated studies. 2. Educational environments will have varying psychological impacts on students: a. Difference in religious faith among students. b. Difference in campus environments. c. Difference in domestic (family) circumstances. d. Difference in innate capabilities of students, 3. The understanding and attitude of individual nursing students towards the science of nursing will Have a close correlation with their respective motivations in choosing-nursing as a profession, and will also be closely influenced by the peculiarities of the subject taught, tile campus environments, etc, Delimitations of the study 1. Two universities offering 4-year nursing courses were selected. Due to the limited number of potential subjects, the optimum conditions of sample collection could not be fulfilled. 2. Subjects were confined to two classes in each university (sophomores and seniors) but without regard to the ages or scholastic achievements of individual students. 3. The conclusions derived from this study should be limited in application to the subject groups covered by the present study: they should not in any event be extended or applied to other groups. Procedures 1. Subjects: 40 nursing students each from the sophomore and senior classes of the "Y" and "K" universities situated in Seoul, aggregating 160 students altogether. 2. Instruments: Use has been made of questionnaires on (1) family backgrounds and (2) general information concerning. 3. Statistical Method: The findings of the present survey have been subjected to critical analysis as to the means, percentages, Cgi squares (X), standard deviations and the significance of the difference in means. Findings 1. Nursing students have chosen their subject of study with a confident outlook towards their future in society. 2. Horsing students have the necessary abilities to complete the prescribed courses of study. 3. The campus life of nursing students has been judged as very constructive, not with-standing certain in adequacies in the available educational facilities and the shortages of teaching staff. 4. The achievement levels of nursing trainees varied greatly according to their respective educational environments as well as their school years. 5. Clear and definite distinctions were discernible between the two universities as regards certain aspects of this survey, while no signifiant difference was observed in other: a. Sophomores and seniors in both universities gave nearly identical answers to questions concerning (1) motivation in choosing nursing as a profession, and (2) the way of spending leisure hours. b. Both universities revealed similar respective differences between sophomores and seniors as regards the abilities of fulfilling academic requirements ill the basic subjects. c. Educational environments have been found to be somewhat superior in the "Y"university to those of the "K" university, particularly as regard general campus and dormitory conditions. d. The high degree of dissatisfaction with the faculty, found in both universities, was considered to be a consequence of the universal phenomenon of "brain drain" and the relative neglect of the "comprehensive approach"in education.

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Effects of Small Scale Post-Harvest Facility and Hygiene Education on the Level of Microbial Safety in Korean Leeks Production (영양부추 생산농가의 소규모 수확후 처리시설 적용과 위생교육에 따른 미생물학적 안전성 향상 효과)

  • Kim, Se-Ri;Kim, Jin-Bae;Lee, Hyo-Sup;Lee, Eun-Sun;Kim, Won-Il;Ryu, Song-Hee;Ha, Jihyung;Kim, Hwang-Yong;Ryu, Jae-Gee
    • Journal of Food Hygiene and Safety
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    • v.30 no.3
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    • pp.249-257
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    • 2015
  • The purposes of this study were to develop a small scale post-harvest facility, and consequently to evaluate the effects of applying the facility along with hygiene education on the level of microbial safety in Korean leeks production. A total of 135 samples were collected at three Korean leeks farms in Yangju, Gyeonggi province. Food safety indicators (Aerobic plate count (APC), coliform count, and Escherichia coli) and foodborne pathogens (E. coli O157:H7, Salmonella spp., Staphylococcus aureus, Listeria monocytogenes, and Bacillus cereus) on/in the samples were assessed. The microbial load measured as APC with harvesting tools such as comb, chopping board, and knife, at the farms where the small scale post-harvest facility had been operated (Farms A and B) was lower than that at another farm having no post-harvest facility (Farm C) by 1.44~2.33 log CFU / $100cm^2$. Moreover, the chopping board from Farm C was observed being contaminated with B. cereus at 6.03 log CFU / $100cm^2$. The coliform counts from the samples increased by 0.57~1.89 log CFU/g after leeks was submerged in ground water for washing. E. coli was recovered from leeks, soil, and the ground water used in the washing process, while no E. coli O157:H7, Salmonella spp., and L. monocytogenes was detected. Our results indicated that the small scale post-harvest facility developed in this study as well as the hygiene education played an important role in enhancing the level of microbial food safety in the leeks production environment. However, a disinfection technique could be needed during the washing step in order to prevent a potential contamination.

A Study on Priority Analysis of Improvements for Success Factors in Steps of Formation Process of Cooperation Network (산학협력 네트워크 형성 과정의 단계별 성공 요인에 대한 실행 개선 요구 분석 연구)

  • Ahn, Jae-Yeong;Lee, Byung-Wook
    • Journal of vocational education research
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    • v.36 no.1
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    • pp.77-103
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    • 2017
  • The purposes of this study are 1) to analyse the importance and performance of the success factors in steps of Formation process Of Cooperation NetWork(FoCNW) of educational institutions and businesses, and 2) to draw the success factors that need improvement. To achieve these purposes a survey research was conducted with a group of 1,098 (professors, teachers and workers in charge of cooperation at universities, technical colleges, vocational high schools and businesses which are equipped with a cooperation system), and 339 questionnaires were analyzed. The major results of the study are as follows. Firstly, while cooperation workers showed high recognition on the importance of success factors in steps of FoCNW, their performance of those factors was relatively low. Secondly, both the recognition of importance and performance of success factors in steps of FoCNW was higher in educational institutions than in businesses. Thirdly, the success factors in need of improvements from both educational institutions and businesses are 'collecting outer information and consulting' and 'publicizing cooperation competency', 'setting cooperative activities (programs) and contents of agreements', 'managing cooperation quality formally', 'drawing plans for sustainable cooperation improvement' and 'diffusing cooperation network'. The success factors in need of improvements from educational institutions are 'perceiving necessity of and forming consensus on cooperation' and 'deciding and supporting the worker in charge of cooperation', and 'participating and sharing of organization members'. The success factors in need of improvements from businesses are 'deciding goals and performance strategies', 'developing mutual understanding and checking possibility of cooperation with potential partners', and 'evaluating cooperation activities and their outcomes and providing feedback' and 'adjusting contents of agreements and deciding whether to maintain cooperation'. Therefore, efforts from each partner to improve those factors and support from related organizations are necessary.

Study on the integrative application program for cultivating primary school students' personal relationship skills (초등학생들의 대인관계 기술 함양을 위한 통합적 적용방안 연구)

  • Choi, Bokhee
    • The Journal of Korean Philosophical History
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    • no.25
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    • pp.71-71
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    • 2009
  • This study aims to provide a theoretical base for making a character education program on "how primary school students to cultivate their own right and good-minded characters." This study consists of three approaches: 1) an integrative approach based on the social and emotional learning, 2) development of integrative programs articulating three key domains directly and indirectly influencing students' character formation - school, family and local community(society), 3) maximum use of the educational institutes' moral education curriculums and the potential curriculums in the surrounding environment. In concrete, by specializing "social awareness and relationship skills" from various social and emotional ones, this study suggests an integrative program for the character education based on the theory of virtue in the Eastern philosophy. To develop such an Eastern philosophy-based integrative program for the cultivation of the social awareness and personal relationship skills, this study applies some virtue items of Eastern Ethics: for examples, 'rectification of the name(正名)' to improve skills for rational choice on the awareness and performance of social roles, 'empathy(忠恕)' to enhance the ability to share another person's feelings and emotions as if they were my own, 'reflect and seek in oneself(反求諸己)' to solve conflicts in peace and self-reflection, 'difficulty with countenance(色難)' to respond to others by understanding their situations and characters, 'select and follow good qualities of others and reform their bad qualities(擇其善者而從之, 其不善者而改之)' to make good results from various forms of personal relationship, and 'keep same respect as at first to old acquaintance(久而敬之)' to maintain good and emotional relationships. In particular, by underlining 'rectification of the name(正名)' and 'reflect and seek in oneself(反求諸己)', this study attempts to develop an alternative integrative program articulating three domains of school, family and local community.

Exploring Changes in Science PCK Characteristics through a Family Resemblance Approach (가족유사성 접근을 통한 과학 PCK 변화 탐색)

  • Kwak, Youngsun
    • Journal of the Korean Society of Earth Science Education
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    • v.15 no.2
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    • pp.235-248
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    • 2022
  • With the changes in the future educational environment, such as the rapid decline of the school-age population and the expansion of students' choice of curriculum, changes are also required in PCK, the expertise of science teachers. In other words, the categories constituting the existing 'consensus-PCK' and the characteristics of 'science PCK' are not fixed, so more categories and characteristics can be added. The purpose of this study is to explore the potential area of science PCK required to cope with changes in the future educational environment in the form of 'Family Resemblance Science PCK (Family Resemblance-PCK, hereafter)' through Wittgenstein's family resemblance approach. For this purpose, in-depth interviews were conducted with three focus groups. In the focus group in-depth interview, participants discussed how the science PCK required for science teachers in future schools in 2030-2045 will change due to changes in the future society and educational environment. Qualitative analysis was performed based on the in-depth interview, and semantic network analysis was performed on the in-depth interview text to analyze the characteristics of 'Family Resemblance-PCK' differentiated from the existing 'consensus-PCK'. In results, the characteristics of Family Resemblance-PCK, which are newly requested along with changes in role expectations of science teachers, were examined by PCK area. As a result of semantic network analysis of Family Resemblance-PCK, it was found that Family Resemblance-PCK expands its boundaries from the existing consensus-PCK, which is the starting point, and new PCK elements were added. Looking at the aspects of Family Resemblance-PCK, [AI-Convergence Knowledge-Contents-Digital], [Community-Network-Human Resources-Relationships], [Technology-Exploration-Virtual Reality-Research], [Self-Directed Learning-Collaboration-Community], etc., form a distinct network cluster, and it is expected that future science teacher expertise will be formed and strengthened around these PCK areas. Based on the research results, changes in the professionalism of science teachers in future schools and countermeasures were proposed as a conclusion.

A Study on the Difficulties Faced by High School Science Teachers in Operating LMO Laboratories (고등학교 LMO 실험실 운영에서 과학교사가 갖는 어려움에 관한 연구)

  • Seongjae Lee;Jiwon Yeo;Sang-Hak Jeon
    • Journal of The Korean Association For Science Education
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    • v.43 no.1
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    • pp.1-15
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    • 2023
  • As the social and economic value of living modified organisms (LMOs) increase, so do the potential risks they pose to humans and the environment. Therefore, all laboratories using LMOs must establish an LMO laboratory in accordance with the standards required by regulations. Recently, in high school, LMO-related experimental programs have been developed for their educational effects. Also, in this case, it is necessary to comply with the regulation for LMO laboratories. However, high schools are still unfamiliar with the LMO laboratory, and it is difficult for teachers to manage an LMO laboratory because its implementation applies the same standards to general research institutes. In this study, we used causal chain analysis to discover the difficulties each teacher faced while setting up an LMO laboratory by examining three cases. The difficulties experienced by teachers are as follows: the first problem is "reluctance to set up an LMO laboratory," because of "administrative tasks for laboratory registration" and "difficulty in persuading colleagues." The second problem is a difficulty for teachers to operate LMO laboratory in blind spots, due to "inflexible installation and closure," "medical waste disposal," and "LMO education that does not fit the school context." Through this study, although the difficulty of running an LMO laboratory is caused by a lack of necessity and insufficient consideration of the school context, the more fundamental cause was a lack of collaborative planning between the educational field and the operating institutions. The teachers who participate in this research suggest that "using shared LAB" and "preparing opportunities for knowledge sharing" can be considered as strategies for operating the school's LMO laboratory. We feel that this study will provide a useful reference for teachers or schools planning to build an LMO laboratory.

Fostering Social Entrepreneurial Self-efficacy and Intention through Work Meaningfulness Found in Experiential Social Entrepreneurship Education: The Moderating Role of Social Class (사회적 창업교육 장면에서의 일 의미감 경험은 사회적 창업 효능감과 의도를 증진하는가?: 객관적 및 주관적 사회계층의 조절효과를 중심으로)

  • Kawon Kim;Seoyoung Park;Nayeon Lee;Jihyun Koo;Hee Chan Yoon
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.19 no.3
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    • pp.123-138
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    • 2024
  • Experiential social entrepreneurship education offers participants opportunities for active engagement in social entrepreneurial activities. Highlighting the significance of psychosocial experiences within the program, this study examines work meaningfulness discovered in this process as the antecedent to forming social entrepreneurial intention. Furthermore, drawing on social cognitive career theory that emphasizes the role of agency in career decisions, we propose social entrepreneurial self-efficacy as the underlying mechanism and social class as the moderating factor in the relationship between work meaningfulness and social entrepreneurial intention formation. The propositions were tested with a two-wave survey dataset collected among 145 university students taking part in an experiential social entrepreneurship program in South Korea. Our results indicate that work meaningfulness positively affects social entrepreneurial self-efficacy, which subsequently promotes social entrepreneurial intention. Moreover, when participants' social class, measured by either household income or perceived rank, is lower, the positive effect of work meaningfulness on social entrepreneurial self-efficacy as well as intention is amplified. Theoretically, these findings shed light on the crucial role of work meaningfulness in strengthening potential entrepreneurs' agency in the domain of social entrepreneurship, particularly for those from lower classes. Practically, we provide guidelines for designing an inclusive experiential social entrepreneurship program that allows participants to find meaningfulness by realizing their strengths and justifying their prosocial contribution.

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Seeking a Better Place: Sustainability in the CPG Industry (추심경호적지방(追寻更好的地方): 유포장적소비품적산업적가지속발전(有包装的消费品的产业的可持续发展))

  • Rapert, Molly Inhofe;Newman, Christopher;Park, Seong-Yeon;Lee, Eun-Mi
    • 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.