• Korea Trade Review
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• v.41 no.5
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• pp.1-14
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• 2016

Consumers have been increasing their interests in firms' ethicality as well as in the features of the firms' products when they decide to purchase a certain product. Recently, fair trade is considered to be a type of ethical marketing in the business-to-consumer market. In this regard, the effects of fair trade-based marketing on firm performance have become the center of academic and managerial concerns. Despite this importance, few studies have investigated whether fair-trade is a source of competitive advantage or just a cost of doing business. The present research attempts to provide evidence of how fair trade-based marketing influences competitive advantage. Two experimental studies were conducted to explore consumers' purchase intention, which can be a proxy of competitive advantage, in a foreign product-consumption context. Drawing on the stakeholder theory, the first study was performed to examine the effects of fair trade marketing on consumers' purchase intention through a within-subjects design. In addition, building on the signal theory, the second study was executed to test the effects of a fair trade mark on consumers' purchase intention. The findings of the current research reveal that consumers prefer fair trade-based products to others and that when it comes to fair trade-certified products, consumers are more likely to purchase products with that certification than otherwise, even when those products are sold at higher costs than rival products. Interestingly, the results of this research present that there is a significant difference of consumers' purchase intention of a fair trade-based product between two different marketers. This implies that fair trade-based products should be differentially distributed and targeted at a certain type of consumers.

• Journal of environmental and Sanitary engineering
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• v.15 no.4
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• pp.59-77
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• 2000

This study was carried out to investigate on several factors, which contaminative the water quality through the water pipe during feeding water, in 42 largescaled apart-ments(total 84 cases) and assayed the Volatile Organic Compounds(VOCs) and concen-tration of heavy metals that inflow and outflow in reservior water in Jeonnam area(Mokpo, Suncheon, Yeosu) from January 1999 to December 1999. The results obtained were summarized as follows ; 1. The quality of the water pipe composition in the order of frequency in the quality of water pipes were Copper(45.2%)> Zinc(38.9%)> Stainless steel(9.5%)> PVC(4.8%)> PM(2.4%) in observing 42 sites. All of the drain pipes were used the cast iron quality. 2. The result of certification curve from 12 items(17kind) of VOCs was $1.0-4.0{\mu{g}}/{\ell}$ range, a coefficient of correlation was shown 0.99 over. A MDL of each substance range was within $0.1-1.0{\mu{g}}/{\ell}$. 3. The result of the assay, 5 kinds(Viny chloride, Dichloromethane, Ethylbenzene, M,P-xylene, Styrene) of the VOCs of 14 kinds was not detected and the other items were detected slightly. The detection rate of one item and over in total VOCs samples, were 25.9% in inflow and 27.9% in outflow. And frequency of detect in inflow/outflow of THM(Chloroform, Bromodichloro-methane, Dibromochloromethane, Bromoform) were shown higher than 94.1%, 97.0% each stages. It comes to the conclusion that all of the samples were reason able for drinking water standards. 4. The coefficient of correlation were reasonable, it shown 0.999 over in $0.1-1.0{\mu{g}}/{\ell}$ of a measuring range conditions of 4kinds in organic substance(Zn, Cu, Fe, Mn). 5. The results were showed suitability in 78 cases(92.9%) and unsuitability in 6 cases (7.1%), in 84 cases of in organic substances. Compare to inflow stage, mean concentrations of heavy metal, were increased slightly in Zn, Cu, Fe except Mn than outflow stage. The result of the mean concentration in organic substance inflow and outflow in the apartment water tank using Pair-compared T-test, in 95% reliance index, were $0.179mg/{\ell}(0.151-0.307mg/{\ell})$ in Zinc, $0.136mg/{\ell}(0.113-0.230mg/{\ell})$ in Copper, $0.052mg/{\ell}(0.048-0.098mg/{\ell})$ in Fe, and there was a bit growing tendency but there was no differece in Mn. 6. The mean concentration of Copper which used Cu pipe as a water supply pipe in apartment were $0.216mg/{\ell}(0.161-0.338mg/{\ell})$ in case of the Zine pipe were $0.286mg/{\ell}(0.204-0.435mg/{\ell})$. It shows that the detection rate was more higher than the other material used in Cu or Zn as the water supply pipe. We supposed to Cu and Zn substance were gushing out water supply pipe.