• 복식문화연구
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• 제29권3호
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• pp.307-327
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• 2021

This study analyzed the effects of fashion consumers' moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.

• 복식문화연구
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• 제25권5호
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• pp.656-669
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• 2017

Fair trade implies honest wages and eco-friendly products in keeping with the demands of ethical consumerism. Although consumers are presently more interested in fair trade products, it is hard to find aggressive marketing strategies for fair trade fashion products. Therefore, the purpose of this study investigates the effect of consumption propensity on fast and slow fashion goods consumption attitudes and purchase intention on fair trade fashion products. For method of this study, 229 questionnaires were distributed to consumers residing in Seoul, South Korea. The data from the 219 returned usable questionnaires was analyzed by Cronbach's alpha, factor analysis, regression analysis using SPSS 22.0. The results of this study were as follows: First, consumption propensities of spontaneity, histrionics, and imitative nature in descending order positively affect consumption attitude for fast fashion products. And green consumerism negatively affects consumption attitude for fast fashion products. Second, consumption propensity such as donation & sharing consumerism, ethical consumerism, green consumerism, histrionics, and imitative nature in descending order positively affect consumption attitude for slow fashion products. Third, slow and fast fashion products consumption attitude in descending order positively affect purchase intention on fair trade fashion products. Fourth, consumption propensities such as ethical consumerism, green consumerism, and donation & sharing consumerism in descending order positively affect purchase intention on fair trade fashion products. Therefore fair trade fashion products with various usages and sustainable high quality are promoted by differentiated marketing strategies.

• 한국식품조리과학회지
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• 제24권1호
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• pp.1-10
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• 2008

The purpose of this study was to examine the ethical attitudes of consumers in consumption situations by using the consumer ethics scale(CES). Self-administrated questionnaires were completed by 492 consumers, and the resulting data were analysed by frequency, chi-square, one-way ANOVA, factor analysis, reliability analysis, and cluster analysis. We found four different groups of consumers were identified according to their ethical attitudes in consumption situations: 1) the unethical onlooker consumer group, 2) the socialized unethical consumer group, 3) the ethical consumer group, and 4) the severely unethical consumer group. The unethical onlooker consumer group was most widespread prevalent among university students who were in their 20s and down or under, and who received spending money from their parents, and the socialized unethical consumer group was most prevailing prevalent among the higher educated consumers. The women who consumers slightly outnumbered men in an the ethical consumer group, slightly outnumbered the men who did, and many of the university-educated large income earners fell into this group consumed in that way as well. The severely unethical consumer group was quite uncommon among those who were at the age of 41 and up over, and not many of the higher educated people and larger income earners consumed in an the severely unethical consumer group, either. Thus, it's proven this study proves that in terms of the propensity to consume, the consumers' were different from one another in ethical attitudes and behaviors differ according to their demographic characteristics.

• 한국콘텐츠학회논문지
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• 제18권8호
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• pp.544-560
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• 2018

공익연계마케팅은 소비자들이 조직이나 개인의 목적을 만족시키려는 기업과의 이윤 창출적인 교환행위에 참여함에 있어, 기업이 지정된 사회적 명분을 대상으로 일정금액을 기부하는 것을 특징으로 하는 마케팅 활동이다. 본 연구는 공익연계 마케팅 메시지 제시여부가 소비자 제품태도에 미치는 영향력을 확인하고, 더불어 소비자의 윤리적 소비성향 및 사회신뢰성향 그리고 제품유형(실용재 vs. 쾌락재)의 조절적 역할을 규명함으로써 실무적인 시사점을 제시하고자 하였다. 연구결과, 소비자들은 공익연계 마케팅 메시지가 제시되지 않은 제품보다 공익연계 마케팅 메시지가 제시된 제품에 대하여 더 호의적인 태도를 보이는 것으로 나타났다. 또한 소비자의 윤리적 소비성향과 사회적 신뢰성향이 높을 경우 공익연계 마케팅 메시지가 더 강한 영향을 미치는 것으로 나타났다. 하지만 제품유형에 대한 조절효과는 유의하지 않은 것으로 나타났다. 이들 결과는 기업이 공익연계 마케팅 활동을 전개하는 것도 중요하지만, 그에 앞서 소비자들의 윤리적 소비성향과 사회적 신뢰성향을 높여줄 수 있는 다양한 캠페인 등을 전개할 때, 이러한 마케팅 활동이 보다 큰 성과를 낼 수 있음을 시사하고 있다.

• 한국의류학회지
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• 제46권5호
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• pp.848-867
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• 2022

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

• 유통과학연구
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• 제14권12호
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• pp.23-30
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• 2016

Purpose - As socially responsible consumption increases, green marketing emerges as a new philosophy in marketing. A number of companies are now putting forth green marketing strategies. But there is no single definition of "green brand" that can be used interchangeably. In this paper, we attempt to explore the meaning for "green brand," especially in Information and Technology products. Research design, data, and methodology - The author developed qualitative and quantitative research design. In particular, the paper approaches this topic from the Asian consumers' perspective and applies ethical concepts to green brand research. For this, Chinese and Korean consumers were used as consumer segmentation variables to investigate their ethical perspectives. Results - Qualitative research showed that there are several attributes and benefits we need to consider for green brand. Quantitative study showed positive correlations of the two variables: the higher the consumer ethics are, the more they prefer green brands. Conclusions - The current study shows that consumers clearly have a certain propensity toward green brand equity. Thus, marketers should consider the consumers' evaluation about green brands. This paper also proposes that ethics have a close relationship with green brand equity, and companies may use ethics in marketing strategy management.

• 한국환경교육학회지:환경교육
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• 제12권1호
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• pp.64-75
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• 1999

The goals of moral education according to the 7th educational curriculum are (1) to learn the basic life custom and ethical norms necessary to desirable life, (2) to develop the judgment to solve desirably and practically the ethical matters in daily life, (3) to develop the sound citizenship, national identity and consciousness, and the consciousness of world peace and mankind's mutual prosperity, and (4) to develop the ethical propensity to practice the ideal and principle of life systematically Based on the goals in the above, the following can be established as goals of environmental education possible: (1) to learn judgment to solve practically the environmental problems in the society with their ethical understanding, and (2) to recognize that environmental consciousness is the basic necessity of sound citizenship and national identity and consciousness, and mankind's mutual prosperity, and to have attitudes to practice environmental preservation in daily life. Like these, the intellectual aspect, the affective aspect, and the active aspect can be established in the environmental education in the ethics education keeping their balance. In order to achieve its goals, the contents of ethics subject are organized largely with 4 domains: (1) individual life, (2) home life, life with neighbors, and school life, (3) social life, and (4) national life. Among these, environmental education is mainly included in the domain of social life. These contents concerning environmental education take 22 (32.4%) out of the whole 68 teaching factors which are taught in the ethics subject from the 3rd grade to 10th grade. These 22 environmental teaching factors are mainly related to environmental ethics, environmental preservation and measures, and sound consumption life. Classified according to each goal, the environmental contents in the 7th curriculum for ethics subject put emphasis on environmental value and attitudes, action and participation, and information and knowledge. Therefore, the recommendable teaching and learning method for the environmental education in ethics subject is to motivate students' practice or to make them practice in person. For example, role-play model, value-conflict model, group study model can be applied according to the topics of environmental education.

• 한국산업정보학회논문지
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• 제22권5호
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• pp.85-100
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• 2017

택배사들은 지속적으로 늘어나는 택배 수요와 이를 처리할 배송 인력의 부족, 배송 난(難) 지역의 해소 및 택배거점 확보의 필요성, 배송비용 상승에 대한 대응 등 사업 수행상의 어려움에 직면하고 있는 상황에서 노인의 일자리를 창출하는 실버택배 서비스를 도입하는 CSV 활동을 진행하고 있다. 본 연구에서는 실버택배 서비스 품질과 택배사의 CSV 활동 및 소비자 개인특성요인이 택배사에 대한 신뢰 및 사용의도에 미치는 영향을 살펴보았다. 본 연구의 실증분석에서는 택배서비스를 이용해본 경험이 있는 개인을 대상으로 온 오프라인으로 설문조사를 실시하였으며, 최종적으로 216개의 표본으로 실증분석 하였다. 연구결과를 살펴보면 먼저, 실버택배 서비스 품질인 신속성은 신뢰에 유의한 영향을 미치는 것으로 나타났으나 안전성은 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 실버택배 서비스 업체의 CSV 활동의 진정성은 신뢰에 유의한 영향을 미치는 것으로 나타났으나, CSV 활동의 적합성은 유의한 영향을 미치지 않는 것으로 나타났다. 또한 소비자 개인 특성인 소비가치와 윤리적 소비성향은 신뢰에 유의한 영향을 미치는 것으로 나타났으며, 실버 택배사에 대한 신뢰 또한 사용의도에 유의한 영향을 미치는 것으로 나타났다.