• Journal of Distribution Science
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• v.17 no.9
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• pp.57-66
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• 2019

Purpose - This study aimed at investigating the process of inducing the effect of green self-expressive motive and the fit between green premium and product on consumer's intent to purchase the bundle product with the green premium. Research design, data, and methodology - The questionnaire for on-line survey built at Google Forms was spread out via popular social media sites. 243 responses from the on-line survey were used for testing the hypotheses. Structural equation model of Amos 21.0 was used to verify hypotheses. Results and Conclusions - Green self-expressive motive positively influenced on not only the perceived value for green premium but also attitude toward the bundle. However, the fit between green premium and product had positive impact only on the perceived value for green premium. The perceived value was proved to positively influence on the attitude toward the bundle, which in turn increased the purchase intention, even with the positive effects of the product attitude as covariate on the intention. Therefore, marketers should choose target customers who have high level of green self-expressive motive and feel the fit, and pay attention to the green premium to help the customers perceive more values for the green premium. They should develop green premium product for conducting marketing effectively.

• 한국노년학
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• v.29 no.1
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• pp.195-213
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• 2009

The purpose of this study is to analyse how consumption value affects the loyalty of green product through satisfaction and trust among elderly consumers. Data were collected from a cross-sectional survey of 314 older adults (age≥60) in the U. S., who bought and possessed a hybrid car, a representative green product. The statistical methodology is employed a structural equation model. The results demonstrated several important findings. First, perceived social value among elderly population had significant effects on green product satisfaction, while hedonic value did not. Second, both perceived functional value and environment friendly value had a significant positive effect on trust in green products. Third, satisfaction with green products also led to trust in green products. Finally, trust in green products showed their significant effects on loyalty in green product. These results provide practical implications to improve the trust and loyalty in green products among the elderly consumers. Furthermore, by deriving major components of consumption values in green products among the elderly, and analyzing the mechanism of satisfaction, trust, and loyalty, the study emphasizes relationship marketing in implementing "green" marketing strategies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.14 no.10
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• pp.4830-4836
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• 2013

This research was launched as an attempt to help create a new value-added product called "Green Jujube Chip." To accomplish the objectives, consumers value by attributes of Green Jujube Chip should be estimated. We used Choice Experiment for analysis, which we used to arrive at pricing of specialty jujube chips based on the conditional logit model. As a result, MWTP were estimated at 1333 Won/unit for Mid-size Company Product, 1752 Won/unit for Large Company Product, 1703 Won/unit for University Affiliation, 350 Won/unit for packing unit, 548 Won/unit for rating the raw fruit, 1,322 Won/unit for HACCP, and 1,166 Won/unit for ISO22000. The consumer's WTP for Green Juju Chip, associated with the university-brand recognition, was higher than a product produced by a mid-sized company but lower than a product by a large company. Given how the consumers regard the university-brand product as a specialty item, it is necessary to create value-added products that meet such high expectation. Therefore, we recommend the producers to acquire HACCP Food Safety Certification and the value-added product has used the highest quality raw fruit.

• Journal of the Korean Society of Industry Convergence
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• v.19 no.4
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• pp.231-236
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• 2016

In this study, Green apple from Mungyeong area was used as material in the fermentation process. In apple fruit growing process, to produce a high quality apple fruit, some Green apple should be removed. Since the removed Green apple fruit is inedible, it doesn't have any economical value. To solve this problem, this paper proposed fermentation process to increase the economical value of raw apple as a fermentation product. This research conducted seven days, and the pH and brix value analysis was done every 12 hours during fermentation process. The experimental results show that the fermentation product under blender treatment is better than cutting treatment and without cutting treatment. Initial brix 25% is the best treatment for fermentation because produce fermentation product with a good taste and aroma than other treatment.

• Proceedings of the Korean Society of Crop Science Conference
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• 2017.06a
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• pp.257-257
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• 2017

Being producing and evaluating oat-chocolate were a major goal in this study. There were various steps to make oat-chocolate. First, oat was roasted with an optimum roasting-temperature. Second, discovered the best natural antioxidant to extend storage period and improve quality of goods. Third, developed processing goods and made an evaluation of quality properties. We selected optimum roasting condition of $160^{\circ}C$ for 15 min based on the acid value and the sensory characteristics such as color, taste, smell and overall preference of oat flour. As for natural antioxidants, we made use of 3 kinds of antioxidants (cactus, lavender and green tea) and two concentrations (0.5 and 1%). In investigating antioxidants, an acid value was significantly decreased as the antioxidants were added (p<0.05). Nothing was as low in acid value as a chocolate with 1 % lavender flour in 7 days. Findings showed the sensory characteristics of products containing antioxidants such as green tea and cactus, were higher than those of Cont. in 7 days. A product including 0.5% green tea marked the best sensory score among antioxidants. Compared cost among 3 antioxidants, green tea was the cheapest. In the end, 0.5% green tea was selected as an optimal antioxidant to make high-quality oat chocolate. We made an end product by mixing green tea (0.5%) and oat. With respect to Hunter's color L (whiteness), a (redness) and b (yellowness), as green tea added, L and a level showed an increasing tendency. However, an opposition result was expressed in b level. When compared pH value and total acidity, it was statistically identical between Cont. and product with 0.5% green tea (G-0.5). There was different acid value among specimens. The acid value of G-0.5 was lower than that of Cont. up to 7 days, resulting in lower acid value than a ready-made product (D-Co.). When we assessed the sensory characteristics, G-0.5 was higher than other specimens such as Cont. and ready-made products (D-Co. and H-Co.) up to 6 days after manufacture. Put previous findings together, the addition of 0.5% green tea increased an antioxidative effect as well as the sensory acceptability of oat-chocolate.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.1
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• pp.333-343
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• 2022

Humans are facing many environmental challenges. Climate change, water pollution, global warming, and hazardous waste disposal are all issues that many countries throughout the world are dealing with. People's psychology and consumer behavior are significantly affected by these challenges, particularly generation Z, which is immediately affected by environmental changes. Young people have a strong sense of curiosity and have access to readily updated knowledge. Today's youth, in particular, live a civilized and responsible lifestyle. As a result, people recognize the significance of their own consumption behavior in affecting environmental change and are increasingly replacing them with green, ecologically friendly products as a fantastic method to mitigate their harmful consequences. In this research, there are four factors related to the young generation and environmental awareness that affect green consumption intention: perceived environmental responsibility, green knowledge, green attitude, and green product value. The goal of this study is to look into how detrimental environmental changes affect Generation Z's green consumption habits. This study used primary data from over 1000 people in the age group, which was processed using the AMOS 20 software. All the characteristics described above had an impact on Generation Z's green consumption intentions, according to the findings.

• Journal of Fashion Business
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• v.26 no.6
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• pp.82-93
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• 2022

Sustainability is a significant change that fashion industry has undergone. Marketers and brands are looking for guidance in green advertising to most effectively motivate consumers to purchase sustainable fashion products. This study aims to reveal environmental and cultural sustainability claims on message credibility and purchase intention regarding product trendiness. We performed mediation and moderation analyses, using a 2 (sustainability message: environmental and cultural) × 2 (product design: classic vs. trendy) between-subjects experimental design. The PROCESS MACRO was used for the analysis. Results indicate that environmental claim must appear credible to consumers to motivate them to purchase a product. On the other hand, cultural claim, with and without credibility, affected consumer's purchase intention. Moreover, cultural claim and trendy design together influenced message credibility and purchase intention, showing a moderated mediation effect. The study indicates that brands should broaden their perspective regarding sustainability by considering cultural factors when providing sustainability claims. Environmental claim should be clear and transparent to avoid green skepticism. Also, it is important to focus on product's design aspect: making trendy designs. It is difficult to change consumer behavior based only on sustainability value. Thus, brands must coney their consideration of design trends. Theoretical and managerial implications also are discussed.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.121-131
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• 2011

Green Marketing, a response to the serious environment problems of the 21st century, is an important point for trends in both art and fashion. It is a strategy for reminding consumers of the threatening environment problems and to recognize that everyone must take responsibility for these problems. Green marketing is a concept that is the point at issue and social reform movement. The purpose of this study was to find examples of Green Marketing in fashion and classify them into four groups. The results of this study were as follows. First, the terms related to green marketing as related to fashion can be categorized into four areas: 1. Eco-friendly product marketing: product merchandising that usually uses organic materials and green manufacturing processes. 2. Green-communication marketing: PR strategies that use green slogans through deep impression advertising or special promotional events relating reducing, reusing and recycling, etc., with the brand's name. 3. Green environmental-marketing: marketing strategies that is an enlightenment campaign for environmental preservation and sustainable fashion design such as reusing, recycling, and reducing. 4. Cause-related marketing: marketing plans that return profits to society and that take an active part in the causes of the community. It was expected that these types of green marketing strategies would yield positive effects in enhancing brand value and consumer confidence as well as increasing profits.

• Fisheries and Aquatic Sciences
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• v.13 no.3
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• pp.231-235
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• 2010

The effects of various natural antioxidant sources on oxidation of olive flounder (Paralichthys olivaceus) and fish diet during storage was determined. Juvenile fish were distributed among 18 flow-through tanks (40 fish per tank). Six experimental diets were prepared in triplicate: control (CT), antitox (AT), green tea extract (GE), fig extract (FE), Haeroc product (HP) and by-product of green tea (BG). The experimental diets were stored at two temperatures: room temperature ($26.8^{\circ}C$) for 14 days and frozen ($-30^{\circ}C$) for 16 weeks. Thirty fish were sampled from each tank at the end of the 8-week feeding trial. Whole bodies of fish were homogenized and stored in a home freezer ($-9.6^{\circ}C$) for 24 weeks. Acid values (AVs) and peroxide values (POVs) of the diets and frozen fish during storage were monitored. AVs of the experimental diets tended to increase with the storage period except for that of the HP diet at room temperature. POVs from FE, CT, and BG diets peaked at day 7 and then decreased through the remainder of the experiment. AVs of the experimental diets and fish increased with time at $-30^{\circ}C$ and $-9.6^{\circ}C$. Results of this study show that by-products of green tea and Haeroc product seem to have potential as antioxidants in fish feed to inhibit oxidation of both the feed and fish during storage.

• The Journal of Fisheries Business Administration
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• v.44 no.2
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• pp.51-68
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• 2013

The objective of this study is to analyze how consumption value affects customer satisfaction toward eco-friendly seafood products. Moderating role of gender is also examined. For empirical validation of our model, data were collected from a cross-sectional survey of 307 consumers in the South Korea, who have bought a eco-friendly seafood, a representatives eco-friendly product. The results demonstrated several important findings. First, emotional consumption value, social consumption value and functional consumption value had significant positive effects on eco-friendly seafood product satisfaction, Second, interaction effect of social value and gender had a positive effect on satisfaction. Third, interaction effect of functional value and gender had a negative effect on satisfaction. Theoretical and managerial implications are suggested.