• Asia Marketing Journal
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• 제22권4호
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.

• 복식문화연구
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• 제26권2호
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• pp.125-139
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• 2018

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers' control over purchase behaviors through reducing barriers generated by insufficient product information.

• 한국의류학회지
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• 제34권9호
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• pp.1515-1526
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• 2010

Consumer expectations for ethical businesses have become increasingly high in recent years; the fashion industry is working to implement greater corporate social responsibility (CSR). This study establishes the effects of the evaluation for participation in fashion brand CSR on perceived purchase values. In particular, the process for the evaluation for participation that affect the perceived purchase value through consumer-brand identifications (personal/social) was verified and how the consumer regulatory focuses would influence this process was identified. For this study, an on-line survey was conducted that included a series of filtering questions that measured the level of social concern of respondents. Valid data from 505 female consumers were analyzed for the structure equation modeling. The empirical results suggested that the evaluation for participation in fashion brand CSR positively affected the two dimensions of consumer-brand identification; personal identification and social identification. In addition, consumer-brand identification played a role as a mediating variable in the path to influence the perceived purchase values of CSR brands. Lastly, there were differences in reactions to CSR activities by consumer groups with different regulatory focuses. The effect of the evaluation for participation in fashion brand CSR was shown to be higher for consumers with promotion focuses than on consumers with prevention focuses. The results of this study will help fashion companies understand the importance of the consumer participation in CSR by having consumers participate in ethical consumption.

• 한국응급구조학회지
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• 제5권1호
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• pp.37-51
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• 2001

This study is aimed at examining the ethical values of EMT students. The results below are based on the revised questionnaires, which can be applicable to EMT from the original questionnaires developed by Lee(1990), with a sample of 124 students consisting of 63 first and 61 second year students, conducted November 2-8, 2001. Data were analyzed using SPSS in terms of means, standard deviations, t-test, ANOVA, Pearson's correlation coefficient. The results are as follows: 1. In the area of Human life, all subjects showed utilitarian disposition. All respondents perceived the item "When patients recognizing there is no hope for survival ask for euthanasia, it is ethically right to accommodate their opinions." as the most utilitarian item, whereas they perceived the item "When an hopeless patient is on cardiac arrest, it is ethically right to do CPR as the most deontoogical item. 2. In the area of patient relationship, all students of two groups took on deontoogical characteristics, but there were no statistically significant differences between two groups. All students perceived an item "EMT have to keep it secret if patients disclose their suicide intentions and ask for absolute secrecy" the most utilitarian item, whereas they perceived an item "Even though patients act and speak in a very rude manner, EMT people should do their best to provide care for patients." as the most deontoogical item. 3. In the area of task relationship, first year students perceived an item "Given time limitations, it is ethically right to give priority to the patients who can be rehabilitated over the patients who can't be fully recovered." as the most utilitarian item, whereas second year students perceived an item "Under no circumstances should any placebo be administered to patients." as the most utilitarian item. All students perceived an item "When EMT students see an unconscious person lying in the street, they have to give him/her emergency treatment." as the most deontoogical item. 4. In the area of coworker relationship, all students of two groups took on deontoogical disposition, but there were no significant differences between two groups. All students of two groups perceived an item "Suppose you are regarded as the person who would be promoted. However, you think that your coworker is more competent than you. In that case you should tell your supervisor about your coworker." as the most utilitarian item. First year students perceived an item, whereas second year students perceived an item "When you observe coworkers' misconduct at work, it is ethically right to ignore their misdeeds." as the most deontoogical item. 5. This study demonstrated that for the first year students, there is a correlational relationship between areas of human life and task relationship, and between areas of task relationship and coworker relationship, whereas for the second year students, there is a correlational relationship between areas of human life and task relationship. 6. In areas of human life and task relationship, there are significant differences according to attitudes toward EMT and attendance at ethics training sessions. In the area of coworker relationship, there are significant differences according to religion, attendance at ethics training sessions, and a code of ethics. Recommendations for future research, 1. Sample items to measure ethical values and the instrument tailored to the needs of EMT should be developed. 2. A longitudinal study to track ethical value changes according to the amount of work experience is needed. 3. A code of ethics and/or ethics training, which could apply in actual situations, should be implemented.

• 복식문화연구
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• 제26권6호
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• pp.899-918
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• 2018

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

• 한국가정과교육학회지
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• 제27권1호
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• pp.67-83
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• 2015

본 연구는 청소년들의 윤리적 소비행동을 정착시키기 위해 청소년들의 윤리적 소비행동 경향을 알아보고 사회심리적 요인과 윤리적 소비교육 경험이 청소년 소비자의 윤리적 소비행동에 미치는 영향력을 살펴보았다. 이를 위해 서울과 경기도 지역의 청소년을 대상으로 온라인과 오프라인을 통해 자료를 수집하였으며, 최종 552부를 분석에 사용하였다. 주요 연구결과는 다음과 같다. 첫째, 청소년 소비자의 윤리적 소비 행동에 대한 일반적 경향의 평균값이 2.61(SD=0.81)에서 3.08(SD=0.75)로 나타나 상대적으로 낮은 수준으로 나타났다. 둘째, 인구통계학적인 변인에 따른 청소년 소비자의 윤리적 소비행동의 차이를 살펴본 결과, 공정무역제품 소비의 경우, 종교가 있는 집단, 계층인식이 중상층이상 집단, 부의 학력이 대학원이상 집단이, 기부와 나눔은 종교가 있는 집단, 계층인식이 중상층이상 집단, 부의 학력이 대학원이상 집단, 모의 학력이 대학이상 집단이, 환경친화적 소비에서도 종교가 있는 집단, 계층인식이 상층이상 집단, 모의 학력이 전문대졸이상 집단이 상대적으로 윤리적 소비행동 수준이 높은 것으로 나타났다. 종교, 계층인식, 부와 모의 학력이 청소년 소비자의 윤리적 소비행동에 영향을 미치는 요인임을 알 수 있다. 셋째, 위계적 회귀분석을 통하여 청소년 소비자의 윤리적 소비행동에 미치는 사회심리적 요인과 윤리적 소비교육 경험의 영향을 살펴본 결과, 공정무역제품 소비는 윤리적 소비자교육, 환경친화적 가치, 물질주의, 절약성, 대중매체 순으로 상대적 영향력이 나타났다. 기부와 나눔에 대한 상대적 영향력은 물질주의, 윤리적 소비자교육, 대중매체와 환경친화적 가치 순으로 나타났다. 로컬소비는 환경친화적 가치, 소비자교육, 물질주의, 대중매체, 절약성 순으로 상대적 영향력이 나타났다. 환경친화적 소비의 상대적 영향력은 환경친화적 가치, 물질주의 순으로 나타났다. 이상의 연구결과를 통해, 청소년 소비자의 윤리적 소비행동의 정착과 함양을 위하여 가치 지향적 윤리적 소비교육의 필요성이 제기된다.

• 패션비즈니스
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• 제18권6호
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• pp.188-207
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• 2014

The purpose of this research was to examine the extent of deontological (values) and teleological evaluation (considering consequences) used in arriving at an ethical judgment concerning intention to purchase a fashion counterfeit. In addition, the effect of psychographic (attitudes toward counterfeiting, risk taking, self-image, value consciousness, public self-consciousness, and materialism) and product attributes (perceived fashion content, physical appearance, and image) on intention to purchase a counterfeit product were investigated. Two alternatives and possible consequences as well as the scenario were given to the participants. The first alternative is persuading a friend not to buy a counterfeit and the second alternative is purchasing a counterfeit product with a friend. Participants (n = 245) were undergraduate volunteers enrolled in courses at a Midwestern university. Data were analyzed using confirmatory factory analysis and structural equation modeling. The proposed structural models fit the data adequately in both alternatives, and all paths were significant. Participants followed the decision making steps outlined by Hunt and Vitell (1986) in both alternatives. Personal characteristics exerted no influence on behavioral intentions concerning counterfeits. Two product-related characteristics (i.e., physical appearance of a counterfeit and projected image of a counterfeit) had direct effects on the behavioral intentions. The conclusions of this research are helpful in improving our understanding of variables that influence consumers' purchasing counterfeit luxury products.

• 복식문화연구
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• 제32권2호
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• pp.247-259
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• 2024

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it's important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

• 패션비즈니스
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• 제22권6호
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• pp.14-24
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• 2018

In this age of information, companies are losing grip of their image. Perhaps this explains the reason why corporate social responsibility (CSR) has become somewhat of a buzzword among established fashion industry leaders-companies seem determined to show stakeholders that they have values, are responsible, and they are driven by more by values than the prospects of financial gain. This study assessed the effect of CSR have in the fashion industry on the corporate image, product preference, and purchase intention in China. Three hundred native residents in China participated in an online survey from 1-12th Jan 2017. The results were as follows: (1) CSR consists of five components; economic responsibility, ethical responsibility, environmental protection, consumer protection, and philanthropic responsibility. (2) Both economic and ethical responsibilities have significant positive effects on corporate image, while perceived CSR does not have significant effect on product preference or purchase intention. (3) Consumers' product preference and perceptions regarding corporate image influence their intention on making a purchase. These findings might operationally assist Korean fashion corporations to identify and address the critical aspects of CSR management which will improve their image as good corporate citizens and foster favorable attitudes toward fashion products from China. Further results and direction of future research were discussed.

• 디지털융복합연구
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• 제14권12호
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• pp.377-388
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• 2016

본 연구는 간호대학생과 일반대학생의 생명의료윤리의식에 영향을 미치는 요인을 탐색하기 위한 서술적 비교조사연구이다. 본 연구를 위해 S시의 일개 종합대학의 간호대학생과 일반대학생 총 382명을 대상으로 구조화된 설문지로 자료를 수집하였다. 연구결과 생명의료윤리의식의 정도는 평균평점 4점 만점에 간호대학생 3.04점, 일반대학생 3.12점으로, 두 군 모두 생명의료윤리의식 정도가 보통 이상으로 나타났으며, 일반대학생이 간호대학생보다 생명의료윤리의식이 유의하게 높았다. 생명의료윤리의식에 영향을 미치는 요인으로 간호대학생은 생명존중의식과 지각된 윤리가치관이 높을수록, 일반대학생은 생명존중의식이 높을수록, 성태도가 보수적일수록, 자녀 중심적 의식이 높을수록 생명의료윤리의식이 높은 것으로 나타났다. 또한 간호대학생과 일반대학생 두 군 모두 생명의료윤리의식에 영향을 미치는 가장 강력한 예측 변수는 생명존중의식으로 나타났다. 따라서 미래 의료인이 될 간호대학생의 생명의료윤리의식을 높이기 위해 교과 과정에 윤리교과목의 학점 비중을 높이고 학점과 병행한 다양한 매체 활용 및 특강 등을 통해 윤리교육의 양적, 질적 수준이 제고되어야 할 것이다.