• 마케팅과학연구
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• 제20권1호
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• pp.59-69
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• 2010

绿色环保或者环境意识已经成为商业、政府机关, 以及消费者和世界关注的重要问题. 针对这一情况, 韩国政府宣布, 在本世纪初, "环保建设" 将被作为一种用以鼓励与环保相关的商业活动的方式. 不同层次的韩国服装业, 提出了不同的产品环保的绿色计划. 这些服装产品包括有机产品和回收的衣服. 要想使这些公司成功, 他们需要那些, 在做产品购买,使用, 处置时, 将绿色问题(如环境的可持续性发展)作为一个人判断的一个组成部分的顾客的信息. 这些消费者可以被看成是生态学的关注者. 过去的研究已经对消费者对于环保产品的购买意愿进行了检测. 此外, 还研究了影响生态保护者或绿色消费者的因素. 但是, 只是关注生态保护者在处置或者回收利用衣服上与采购绿色产品相比较是不够的. 服装处置行为有多种途径, 消费者可以用淘汰, 传承(例如: 把它送给一个年幼的弟弟), 赠与, 交换, 出售或者简单的把他扔掉等多种方式来暂时或者永久的摆脱闲置的衣服或贷款项目. 因此, 购买环保产品的行为应该结合服装处置的行为, 从而进一步了解消费者的消费行为与对环境的态度. 本项研究的目的在于提供韩国生态保护者从有利于生态学的角度出发来购买和处理衣服的生活方式的相关信息. 本研究的目标有: 1, 基于韩国对服装处置行为进行分类; 2, 调查人 们人口统计数据, 生活方式和服装消费价值观赏的差异; 3, 在环保的时尚物品的购买意愿和影响因素之间进行比较. 自填式的调查问卷是基于以往的研究设置出来的. 问卷包括10项处置衣服的条款, 22项可持续并且健康的生活方式的条款, 以及19项消费观念的条款. 根据利克特模板的五分量表设置. 此外, 购买两个时尚物品的意愿和每个物品属性的11项特征都是根据利克特模板的七分量表而来, 两种制成羊毛套衫的可以从PET识别代码的回收瓶子中创造出来的涤纶织物这两种套衫选自一个韩国和一个美国的户外运动服装的品牌. 我们对每一种产品的简介和颜色都进行了调查, 人口统计学(即性别, 年龄, 婚姻状况, 教育程度, 收入, 职业)也被包括在内. 在2009年5月份, 研究数据通过一个专业网站的调查机构进行采集, 最后有600份调查问卷可供分析, 这个调查的受访者年龄从20到49岁不等, 平均年龄为34岁. 百分之50的调查者为男性, 大约58%的受访者是已婚者, 其中62%的受访者有大学学位. 主要成分分析和因素最大方法差的方法用以识别衣服处理规模的潜在尺度. 共有三个因素生成(比如: 倒卖行为, 捐赠行为, 不回收利用行为). 基于他们处置衣服的方式对受访者进行了分类, 群类分析被使用, 最终得到了三个部分. 不同的消费者, 被分别贴上 "转售集团", "捐资团体" 以及 "不回收组织" 的标签加以分类, 其中98%是正确的分类. 从人口统计学角度来看, 这三个类别的人在性别, 婚姻状况, 职业和年龄上有显著的差异. 健康可持续的生活方式被缩减为以下5个因素: 自我满意度, 家庭定位, 健康问题, 环境问题和自愿的服务. 这是三个群体中健康可持续的生活方式的最显著的差异. 转售集团和捐赠组表现出在健康可持续的生活方式上的相同倾向, 同时, 不回收集团在生活方式方面呈现最低的平均值. 转售和捐赠团体自称享受和满意这种生活和消费方式, 并且能够利用空余的时间陪伴家人. 另外, 这两组的人关心健康和有机食品, 并试图保护能源和资源. 对服装消费的价值观产生主要影响的三个因素是: 个人价值, 社会价值和实用价值. 因素的方差测试表明转售集团和其他两组之间的因素差异最大. 转售集团相比其他价值更关注个人价值和社会价值. 相比之下, 非回收集团比捐赠集团更关注高层次的社会价值. 比较购买环保产品的意愿上, 转售集团表现出最高的购买A类产品的意愿. 另一方面, 捐赠集团则在小市场中表现出购买B类产品的最高意愿. 此外, 平均分数表明, 购买韩国的产品(B类产品)相比购买美国的产品(A类产品)更合韩国人的心意. 多元线性回归分析法确定了对环保产品的购买的意愿对制造业产品属性的影响. 产品的设计, 价格, 贡献, 对环境的保护, 价格, 兼容性是影响转售集团的显著因素, 另外, 以及对自身形象的影响是捐赠团体的重要因素. 对于非回收集团来说, 设计, 价格等因素是相同的, 自我的形象,对环保运动的贡献, 和环境保护也是很重要的. 而价格因素具有显著性的共通性. 对于B类产品来说, 设计, 合理的价格, 形象等因素是同等的重要, 但是不同的组对购买的特征和意愿有不同的倾向. 健康可持续的生活方式以及服装消费的意向对购买A类产品和B类产品的影响同样被我们所关注. 实际操作者的健康状况和个人价值都是影响购买意愿的重要因素; 然而, 在这三个群体中说服的力度都很低. 结果表明, 分类出来的每组处理服装的行为, 显示着不同服装产品的属性, 个人价值, 和实践者的特点, 这些都影响了他们的购买环保产品的意愿, 结果会使生态保护者提出并组织更合理的生态设计的战略决策.

• Asia Marketing Journal
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• 제14권2호
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• pp.127-156
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• 2012

본 연구에서는 가족 내 높은 의사결정권을 가진 베이비부머세대 중년여성을 연구대상으로 선정하여 이 소비자에 대한 이해를 높이기 위해 이들이 삶에서 추구하는 가치를 질적연구방법을 통해 알아보았다. 그 결과, 시간, 관계, 젊음과 건강, 자아실현, 의식의 총 5개의 핵심가치를 도출했다. 상위범주들의 맥락적 관계를 구축하여 모형을 도출한 결과, 베이비부머세대 중년여성은 시간적 여유의 증가와 이전/이후세대와는 다른 의식을 인과적 조건으로 하여 자아실현과 타인과의 관계맺기 현상을 나타내며 이 과정에서 스트레스를 받고 있었다. 이들은 이와 같은 현상을 대처하기 위해 건강과 젊음을 위해 다양한 노력을 취하고 있었으며, 이를 통해 최종적으로 시간적 여유가 있고 경제적으로 크게 고통 받지 않는 현재의 삶에 감사하고 있다는 결론을 도출하였다. 모형을 보다 추상적인 중심현상으로 축약화하여 베이비부머세대 중년여성의 삶에 대한 이야기를 구성하였으며, 이를 통해 베이비부머 중년여성이 여러 가지 활동과 노력을 통해 추구하고자 하는 것은 '건강하고 젊고 행복한 삶'이라는 결론을 내렸다. 본 연구를 통해 도출된 실무적 시사점은 다음과 같다. 첫째, 베이비부머세대 중년여성의 삶에 가장 큰 영향을 미치는 시간을 잘 활용하도록 도와주는 상품, 서비스가 필요하다. 둘째, 자아실현 욕구가 높은 베이비부머세대 중년여성이 자아효능감을 느낄 수 있도록 이들의 감각, 능력, 인맥을 활용할 수 있는 기회를 제공해야 한다. 셋째, 이들의 집안과 외모 가꾸기는 자아실현의 방법이므로 이 시장에 대한 세분화가 필요하다. 질적인 방법으로 진행된 본 연구의 한계점을 보완하기 위해서는 다양한 지역과 소득계층을 포함하는 후속연구가 진행되어야 한다. 그리고 이상의 결과를 확인하고 보완하는 차원의 양적연구가 후속으로 진행되어야할 것이며, 이들 삶의 한 부분을 집중적으로 조명하여 더욱 깊이 있는 결과를 도출하는 후속연구가 필요하다.

• 한국자원식물학회:학술대회논문집
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• 한국자원식물학회 2019년도 춘계학술대회
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• pp.21-22
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• 2019

Melanin is a mixture of pigmented biopolymers synthesized by epidermal melanocytes that determine the skin, eye, and hair colors. Melanocytes produce two different kinds of melanin, eumelanin (dark brown/black insoluble pigments found in dark skin and dark hair and pheomelanin (lighter red/yellow). The biological role of melanin is to prevent skin damage by ultraviolet (UV) radiation. However, the overproduction or deficiency of melanin synthesis could lead to serious dermatological problems, which include melasma, melanoderma, lentigo, and vitiligo. Therefore, regulating melanin production is important to prevent the pigmentation disorders. Myanmar has a rich in natural resources. However, the chemical constituents of these natural resources in Myanmar have not been fully investigated. In the effort to search for compounds with anti-melanin deposition activity from Myanmar natural resources, five plants were collected in Myanmar. Extracts of these collected five plants were tested for anti-melanin deposition activity against a mouse melanoma cell line (B16-F10) induced with ${\alpha}$-melanocyte-stimulating hormone (${\alpha}$-MSH) and 3-isobutyl-1-methylxanthine (IBMX), and their anti-melanin deposition activities were compared with the positive control, arbutin. Among the tested extracts, the CHCl3 extracts of the Premna serratifolia (syn: P. integrifolia) wood showed anti-melanin deposition activities with IC50 values of $81.3{\mu}g/mL$. Hence, this study aims to identify secondary metabolites with anti-melanin deposition activity from P. serratifolia wood of Myanmar. P. serratifolia belongs to the Verbenaceae family and is widely distributed in near western sea coast from South Asia to South East Asia, which include India, Malaysia, Vietnam, Cambodia, and Sri Lanka. People in Tanintharyi region located in the southern part of Myanmar utilize the P. serratifolia, Sperethusa crenulata, Naringi crenulata, and Limonia acidissima as Thanaka, traditional cosmetics in Myanmar. Thanaka is applied in the form of paste onto skins to make it smooth and clear, as well as to prevent wrinkles, skin aging, excessive facial oil, pimples, blackheads, and whiteheads. However, the chemical constituents responsible for their cosmetic properties are yet to be identified. Moreover, the chemical constituents of P. serratifolia was almost uncharacterized. Investigation of the P. serratifolia chemical constituents is thus an attractive endeavor to discover new anti-melanin deposition active compounds. The investigation of the chemical constituents of the active CHCl3 extract of P. serratifolia led to isolation of four new lignoids, premnan A (1), premnan B (2), taungtangyiol C (3), and 7,9-dihydroxydolichanthin B (4), together with premnan C (5) (assumed to be an artifact), one natural newlignoid,(3R,4S)-4-(1,3-benzodioxol-5-ylcarbonyl)-3-[(R)-1-(1,3-benzo dioxol-5-yl)-1-hydroxy methyl]tetrahydro-2-furanone (6), and five known compounds (7-11)1,2). The structures of all isolated compounds were determined on the basis of their spectroscopic data and by comparison with the reported literatures. The absolute configurations of 1-3 and 5 were also determined by optical rotation and circular dichroism (CD) data analyses1). The anti-melanin deposition activities of all the isolated compounds were evaluated against B16-F10 cell line. 7,9-Dihydroxydolichanthin B (4) and ($2{\alpha},3{\alpha}$)-olean-12-en-28-oic acid (11) showed strong anti-melanin deposition activities with IC50 values of 18.4 and $11.2{\mu}M$, respectively, without cytotoxicity2). On the other hand, compounds 1-3, 5, and 7 showed melanogenesis enhancing activities1). To better understand their anti-melanin deposition mechanism, the effects of 4 and 11 on tyrosinase activities were investigated. The assay indicated that compounds 4 and 11 did not inhibit tyrosinase. Furthermore, we also examined the mRNA expression of microphthalmia-associated transcription factor (MITF), tyrosinase (TYR), tyrosinase-related protein-1 (TRP-1), and tyrosinase-related protein-2 (TRP-2). Compounds 4 and 11 down-regulated the expression of Tyr and Mitf mRNAs, respectively. Although the P. serratifolia wood has been used as traditional cosmetics in Myanmar for centuries, there are no scientific evidences to support its effectiveness as cosmetics. Investigation of the anti-melanin deposition activity of the chemical constituents of P. serratifolia thus provided insight into the effectiveness of the P. serratifolia wood as a cosmetic agent.

• 지역사회간호학회지
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• 제9권2호
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• pp.441-457
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• 1998

The purpose of this study is to provide fundamental information for the development of new sex education image media through the analysis of those tools produced by Planned Parenthood Federation of Korea. Twenty three video tapes related to the sex education were analysed. The data were sampled on the basis of the sex education instructions for primary and secondary schools published by the Seoul Office of Education in 1996 and the list of sex education information composed by the Planned Parenthood Federation of Korea with the following requirements. 1) The education materials are oriented to the middle and high school students as well a juveniles and are being used in public health centers and schools. 2) The education materials are not confined to the single subject such as AIDS or contraception. Because this study is focused on the analysis of image media, an analysis method widely and effectively used in public media study was chosen. The frequency analysis and percentage treatment were done by an SAS program. The results of the study are as follows : 1. An analysis of the material structure type showed that the frequency of the following subjects in 15 video tapes, composed as drama and cartoon, had this decreasing orde : sex behavior, sex relation ships, sex health, human development, personal technique, and society and culture. 2. The eight tapes of explanation and counseling showed a different sequence from that of the drama and cartoon material, primarily treating human development with 5419 seconds (47.9%) of type. The following were also considered in decreasing order: at 2000seconds (17.6%) sex behavior, at 1366 seconds (12.1%) sex health, at 1240 seconds (11.0%) society and culture, at 667 seconds (6.0%) relation ships, and at 611 seconds (5.4%) personal technique. 3. In a thematic analysis those education materials dealing with human development show this frequency sequence: anatomic physiology, reproduction, and adolescence. In relation, ships the sequence is dates, love, marriage and vows, and family. For personal technique, it is expressed as asking for help, and an empnasis on moral values. For sex behavior, they focus on abstinence, the co-responsibility of sex behavior, the sexual response of the human, and sexual nightmares. For the sex health area, the focus is contraception with abortion and reproductive health following that. In society and culture diversity is considered. 4. An analysis of the differences in production and content between 1980s and 1990s was also done. For materials produced in the 1980s the frequency of the subjects follows this order: sex behavior, human development, relation ships, sex health, personal technique, and society and culture with sub subjects such as abstinence, dating, adolescence, anatomic physiology, reproduction, calls for help, and the sexual response of a human being. For materials produced in the 1990s, highest frequency was sex behavior, the same as the 1980s. The rest of the material follows this decreasing order: relationships, human development, sex health, society and culture, and personal technique with sub subjects such as dating, co-resposibility in sex behavior, abstinence, and love frequently considered.

• 한국인구학
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• 제10권2호
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• pp.99-145
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• 1987

장래의 가구변동은 인구의 규모와 구조에 영향을 미치는 출생, 사망의 변동뿐만 아니라 가족에 대한 사회적인 가치관의 변화에서 오는 동거구조 등 가구 자체의 변동과 밀접한 관련이 있다. 이 논문의 목적은 기존의 국내외에서 적용되고 있는 여러 가지 가구추계방법을 검토한 후, 우리 나라에 가장 적합한 가구추계방법을 찾고 이를 적용해보는 데 있다. 추계방법의 선정에 있어서 주의해야 할 점은 우리 나라와 같이 급격한 사회변동을 겪을 경우 장래가구 추계시 사용되는 원자료가 심한 기복을 보이기 때문에 이를 감안하여야 한다는 점이다. 기존 추계방법의 검토 결과 우리 나라에 적합한 가구추계방법으로서 연령별로 이원화된 방법, 즉 가구주의 연령이 34세 이하에 대해서는 지수함수법을, 그리고 35세 이상에 대해서는 순천이율법이 가장 타당한 것으로 나타났으며, 이를 장래 가구추계에 적용해보았다. 그 결과 우리 나라의 가구규모는 1995년 12,956천 가구에서 2030년에는 54%가 증가한 20,006천 가구가 될 것으로 전망되며, 평균가구원수는 1995년 3.3명에서 2030년에는 2.5명 수준으로 낮아질 것으로 전망된다. 우리 나라 장래 가구형태는 1인가구의 급격한 증가와 3세대 이상의 다세대가구는 감소하는 특징을 보이고 있다.

• 보건교육건강증진학회지
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• 제6권1호
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• pp.22-33
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• 1989

Rapid socio-cultural and economic changes in the country has brought with it changes in the society's value system. For a traditional society that is increasingly being exposed to modernization but where sex norms are still very restrictive, the adolescent sexual mores takes on added significance. Adolescents are caught between two opposing forces, the changing environment that allows for freer and liberal mores and the traditional society that cannot keep pace with the changing environment and therefore demands resistance to changes. This paper focuses on problems of adolescent sexuality in this country and considers the countermeasures for the existing problems. Amongst the problems are: (a) increasingly younger age of the adolescents who start sexual intercourse (b) non-use of contraception, (c) unwanted pregnancies, (d) increase in the number of induced abortion and (e) increase in the number of unwanted children and unmarried mothers. The Korean adolescent's sexual behavior seems to follow that of the developed countries. In other words, many western modes of life and sexual values seem to bave been copied in Korea and yet Korean adolescents lack in their knowledge of sex related matters such as reproductive physiology and contraception. Among middle and high school students, female students are reported to have less knowledge on sex than male students according to a 1988 survey by KIPH. Even among the unmarried famale factory workers, only 42.5 percent replied they know of the condom, and 25.1 percent and 23.1 percent said they had knowledge of spermicide and menstrual regulation respectively. However, 14.9 percent and 13.9 percent reported that they had a knowledge of the loop and female sterilization respectively according to the 1984 study by KIPH. Among the middle school students 0.8 percent said they had experience in sexual intercourse, while 7.3 percent of the high school students reported having had sexual intercourse. The sexual intercourse experience rate among the unmarried female factory workers is 37.8 percent. Among those female factory workers with sexual experience, 46.7 percent had more than one sex partners. Only 39.1 percent of male students and 18.9 percent of female students among those with sexual intercourse experience have used contraceptives. mostly condoms and oral pills 45.1 percent of female factory workers with sexual intercourse experience used contraceptives such as pills, condoms and rhythm methods. The pregnancy experience rate among the female factory workers who had experience in sexual intercourse is 29.5 percent, which is 11.1 percent among the total respondents. Out of the 102 pregnant female workers, 98 workers(96.1 percent) terminated their pregnancy by induced abortion and 2 workders(2 percent) in natural abortion, while 1 worker(1 percent) was in pregnancy and another 1 worker had normal birth that was subsequently sent to orphanage. In order to cope with the problem of adolescent sexuality, a drastic and strong policy measures should be taken by the government. The most effective countermeasure to the adolescent sexual problems appears to the education. The sex and population education in the school is very much in need. In addition, sex education program through mass media and at the job sit-should be promoted for a healthy development of adolescents' sexual behavior. Also, the existing national family planning program, which has focused on the married couples, should be extended to the unmarried people in its scope and contents of the program.

• 대한지역사회영양학회지
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• 제1권1호
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• pp.61-70
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• 1996

Correlations of adolescents' blood pressure with dietary factors and blood or urinary electrolytes were investigated in this study. Through the screening for blood pressures of 960 middle school students aged 13-16 years, 30 students with the mean value of SBP and DBP above 96th percentile(high blood pressure group) and the other 30 with the mean blood pressure between 48th and 52th percentiles(normal blood pressure group) were selected as the subjects. SBP/DBP of the high and talc normal blood pressure groups were $141.8{\pm}9.0$ / $83.6{\pm}5.1$ mmHg and $116.4{\pm}3.5$ / $69.8{\pm}3.7 mmHg$, respectively. The average values of age, weight, height, BMI, degree of relative crude physical activity, and family income were not different between two groups. Among nutrients for which intakes were determined by 24 hour-recall and expressed as percent RDA, intakes of total and animal calcium were lower in the high blood pressure group compared to the normal, and were negatively correlated with both SBP and DBP even when the effects of related general and other dietary factors were excluded. Whereas energy, total, animal and vegetable protein, total and animal lipid, and riboflavin were higher in intake in the high blood pressure group than in fille normal, and they were in positive correlations with SBP and/or DBP. Vitamin A and ascorbic acid intakes were also negatively correlated with DBP, though ascorbic acid intake was not different between two groups. High blood pressure group preferred higher concentration of thin rice gruel than normal group and talc preferred salt concentrations was ill positive correlation with SBP. Serum and urinary levels of Ca, Mg, Ca/Mg ratio, Na, K and Na/K ratio did not show any differences between two groups. However serum Ca/Mg retio was in negative and se겨m Mg was ill positive correlations with SBP, and urinary Na excretion was negatively correlated with SBP. Calcium intake showed negative correlation with serum Ha and Na/K ratio. Our data indicated that dietary intake of Ca, energy, protein, lipid, vitamin A and C as well as salt preference were associated with blood pressure in adolescents. It might be assumed that Ca lowered blood pressure by increasing serum Ca/Mg ratio and decreasing serum Ca/K ratio though urinary excretion of Na.

• 한국재료학회지
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• 제22권1호
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• pp.35-41
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• 2012

Presently, the most promising family of lead-free piezoelectric ceramics is based on $K_{0.5}Na_{0.5}NbO_3$(KNN). Lithium, silver and antimony co-doped KNN ceramics show high piezoelectric properties at room temperature, but often suffer from abnormal grain growth. In the present work, the $(Ba_{0.85}Ca_{0.15})(Ti_{0.88}Zr_{0.12})O_3$ component, which has relaxor ferroelectric characteristics, was doped to suppress the abnormal grain growth. To investigate this effect, Lead-Free $0.95(K_{0.5}Na_{0.5})_{0.95}Li_{0.05}NbO_3-(0.05-x)AgSbO_3-x(Ba_{0.85}Ca_{0.15})(Ti_{0.88}Zr_{0.12})O_3$[KNLN-AS-xBCTZ] piezoelectric ceramics were synthesized by ball mill and nanosized-milling processes in lead-Free $0.95(K_{0.5}Na_{0.5})_{0.95}Li_{0.05}NbO_3-(0.05-x)AgSbO_3$ in order to suppress the abnormal grain growth. The nanosized milling process of calcined powders enhanced the sintering density. The phase structure, microstructure, and ferroelectric and piezoelectric properties of the KNLN-AS ceramics were systematically investigated. XRD patterns for the doped and undoped samples showed perovskite phase while tetragonality was increased with increasing BCZT content, which increase was closely related to the decrease of TO-T. Dense and uniform microstructures were observed for all of the doped BCZT ceramics. After the addition of BCTZ, the tetragonal-cubic and orthorhombic-tetragonal phase transitions shifted to lower temperatures compared to those for the pure KNNL-AS. A coexistence of the orthorhombic and tetragonal phases was hence formed in the ceramics with x = 0.02 mol at room temperature, leading to a significant enhancement of the piezoelectric properties. For the composition with x = 0.02 mol, the piezoelectric properties showed optimum values of: $d_{33}$ = 185 pC/N, $k_P$ = 41%, $T_C=325^{\circ}C$, $T_{O-T}=-4^{\circ}C$.

• 한국언론정보학보
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• 제32권
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• pp.247-293
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• 2006

이 연구는 근대 의약품 광고에 드러난 신체 담론에 관한 연구이다. 최근 근대 형성기에 대한 미시적 접근은 일상사의 영역연구에서 두드러지는데, 일상적인 영역이야말로 사람들의 구체적인 경험이기 때문이다. 특히 근대 광고에는 당시 생활세계를 구성했던 대중문화, 소비문화, 성, 가족, 의 식 주, 질병 등의 구체적인 영역이 고스란히 담겨있다. 근대 이후 일상생활의 재조직화에서 신체는 이전까지 상속되고 신분적 질서에 의해 규정되었던 전근대적인 신체와 달리 어떤 규칙과 가치 속에서 자신의 신체를 자기 스스로 만들고 조립하여야 하는 근대적인 신체로 변화했다. 이 연구는 의약품 광고를 통해서 그 당시 사람들이 자신의 신체를 어떻게 인식하는지를 분석하고자 했고 분석방법으로 푸코의 담론형성이론을 활용하였다. 분석결과, 근대 초기의 의약품 광고 각각의 텍스트를 가로지르는 몇 가지 공통의 규칙, 즉 담론-장치를 찾을 수 있었고, 그 규칙성 속에서 의약품 광고가 근대적 아픔의 주체를 구성하는 과정을 살필 수 있었다. 근대 의약품 광고에 투영된 '임상의학적 시선의 내면화'와 '자기감시'라는 규율 권력적 요소는 '근대적 아픔의 주체' 형성에 기여했고, 사회 권력과 접합된 방식으로 표상되기도 했다.

• Biomolecules & Therapeutics
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• 제22권4호
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• pp.347-354
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• 2014

Larrea nitida is a plant that belongs to the Zygophyllaceae family and is widely used in South America to treat inflammatory diseases, tumors and menstrual pain. However, its pharmacological activity remains unclear. In this study we evaluated the property of selective estrogen receptor modulator (SERM) of Larrea nitida extracts (LNE) as a phytoestrogen that can mimic, modulate or disrupt the actions of endogenous estrogens, depending on the tissue and relative amount of other SERMs. To investigate the property of SERM of LNE, we performed MCF-7 cell proliferation assays, estrogen response element (ERE)-luciferase reporter gene assay, human estrogen receptor (hER) binding assays and in vivo uterotrophic assay. To gain insight into the active principles, we performed a bioassay-guided analysis of LNE employing solvents of various polarities and using classical column chromatography, which yielded 16 fractions (LNs). LNE showed high binding affinities for $hER{\alpha}$ and $hER{\beta}$ with $IC_{50}$ values of $1.20{\times}10^{-7}$ g/ml and $1.00{\times}10^{-7}$ g/ml, respectively. LNE induced $17{\beta}$-estradiol (E2)-induced MCF-7 cell proliferation, however, it reduced the proliferation in the presence of E2. Furthermore, LNE had an atrophic effect in the uterus of immature rats through reducing the expression level of progesterone receptor (PR) proteins. LN08 and LN10 had more potent affinities for binding on $hER{\alpha}$ and ${\beta}$ than other fractions. Our results indicate that LNE had higher binding affinities for $hER{\beta}$ than $hER{\alpha}$, and showed SERM properties in MCF-7 breast cancer cells and the rat uterus. LNE may be useful for the treatment of estrogen-related conditions, such as female cancers and menopause.