• Journal of Global Scholars of Marketing Science
• /
• v.20 no.2
• /
• pp.199-207
• /
• 2010

For us, there is virtually no distinction between being a responsible citizen and a successful business... they are one and the same for Wal-Mart today." ~ Lee Scott, al-Mart CEO after the 2005 Katrina disaster; cited in Green to Gold (Esty and Winston 2006). Lee Scott's statement signaled a new era in sustainability as manufacturers and retailers around the globe watched the world's largest mass merchandiser confirm its intentions with respect to sustainability. For decades, the environmental movement has grown, slowly bleeding over into the corporate world. Companies have been born, products have been created, academic journals have been launched, and government initiatives have been undertaken - all in the pursuit of sustainability (Peattie and Crane 2005). While progress has been admittedly slower than some may desire, the emergence and entrance of environmentally concerned mass merchandisers has done much to help with sustainable efforts. To better understand this movement, we incorporate the perspectives of both executives and consumers involved in the consumer packaged goods (CPG) industry. This research relies on three underlying themes: (1) Conceptual and anecdotal evidence suggests that companies undertake sustainability initiatives for a plethora of reasons, (2) The number of sustainability initiatives continues to increase in the consumer packaged goods industries, and (3) That it is, therefore, necessary to explore the role that sustainability plays in the minds of consumers. In light of these themes, surveys were administered to and completed by 143 college students and 101 business executives to assess a number of variables in regards to sustainability including willingness-to-pay, behavioral intentions, attitudes, willingness-to-pay, and preferences. Survey results indicate that the top three reasons why executives believe sustainability to be important include (1) the opportunity for profitability, (2) the fulfillment of an obligation to the environment, and (3) a responsibility to customers and shareholders. College students identified the top three reasons as (1) a responsibility to the environment, (2) an indebtedness to future generations, and (3) an effective management of resources. While the rationale for supporting sustainability efforts differed between college students and executives, the executives and consumers reported similar responses for the majority of the remaining sustainability issues. Furthermore, when we asked consumers to assess the importance of six key issues (healthcare, economy, education, crime, government spending, and environment) previously identified as important to consumers by Gallup Poll, protecting the environment only ranked fourth out of the six (Carlson 2005). While all six of these issues were identified as important, the top three that emerged as most important were (1) improvements in education, (2) the economy, and (3) health care. As the pursuit and incorporation of sustainability continues to evolve, so too will the expected outcomes. New definitions of performance that reflect the social/business benefits as well as the lengthened implementation period are relevant and warranted (Ehrenfeld 2005; Hitchcock and Willard 2006). We identified three primary categories of outcomes based on a literature review of both anecdotal and conceptual expectations of sustainability: (1) improvements in constituent satisfaction, (2) differentiation opportunities, and (3) financial rewards. Within each of these categories, several specific outcomes were identified resulting in eleven different outcomes arising from sustainability initiatives. Our survey results indicate that the top five most likely outcomes for companies that pursue sustainability are: (1) green consumers will be more satisfied, (2) company image will be better, (3) corporate responsibility will be enhanced, (4) energy costs will be reduced, and (5) products will be more innovative. Additionally, to better understand the interesting intersection between the environmental "identity" of a consumer and the willingness to manifest that identity with marketplace purchases, we extended prior research developed by Experian Research (2008). Accordingly, respondents were categorized as one of four types of green consumers (Behavioral Greens, Think Greens, Potential Greens, or True Browns) to garner a better understanding of the green consumer in addition to assisting with a more effective interpretation of results. We assessed these consumers' willingness to engage in eco-friendly behavior by evaluating three options: (1) shopping at retailers that support environmental initiatives, (2) paying more for products that protect the environment, and (3) paying higher taxes so the government can support environmental initiatives. Think Greens expressed the greatest willingness to change, followed by Behavioral Greens, Potential Greens, and True Browns. These differences were all significant at p<.01. Further Conclusions and Implications We have undertaken a descriptive study which seeks to enhance our understanding of the strategic domain of sustainability. Specifically, this research fills a gap in the literature by comparing and contrasting the sustainability views of business executives and consumers with specific regard to preferences, intentions, willingness-to-pay, behavior, and attitudes. For practitioners, much can be gained from a strategic standpoint. In addition to the many results already reported, respondents also reported than willing to pay more for products that protect the environment. Other specific results indicate that female respondents consistently communicate a stronger willingness than males to pay more for these products and to shop at eco-friendly retailers. Knowing this additional information, practitioners can now have a more specific market in which to target and communicate their sustainability efforts. While this research is only an initial step towards understanding similarities and differences among practitioners and consumers regarding sustainability, it presents original findings that contribute to both practice and research. Future research should be directed toward examining other variables affecting this relationship, as well as other specific industries.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.42 no.3
• /
• pp.76-89
• /
• 2014

The functions of urban park including health related benefit and climate adaptation and mitigation are expanding. However, in-depth research and discourse on the equitable distribution of expanded park function has been limited so far. Following research suggests Green Welfare concept to reflect distributive equity and multifunctionality in the process of urban park policy development and execution. This study developed park welfare indices to analyze disparities of neighborhood urban park(NUP) distribution viewed from green welfare by literature review. The findings analyzed through the Correlation Analysis and Cluster Analysis by SPSS 18.0. The results of the study are as follows. First, green welfare is defined as "to receive equitable benefits and participate in the delivery process of green services which are promoting health and securing safety from climate change risks for every citizen by life cycle regardless of socioeconomic status". Second, NUP per person in Seoul indicate meaningful differences by socioeconomic and environmental status of Seoul administrative districts. Park welfare indices correlated to NUP per person were shown population density(negative), percentage of individuals $aged{\geq}65$(positive), percentage of self-reliance of local finance(positive), flood and air pollution vulnerability by climate change(negative). Third, the cluster analysis identifies three significant clusters that indicate differences of park welfare level. Thus, it was found that NUP in Seoul from a green welfare perspective was provided disproportionately. Future urban park policy in Seoul was required equitable distribution of multifunctionality of park beyond quantitative expansion, and priority consideration should be given to park service consumer.

• Journal of Digital Convergence
• /
• v.14 no.1
• /
• pp.151-161
• /
• 2016

As part of a policy to address climate change and pollution problem, the government introduced a green credit card scheme in order to motivate pro-environmental behaviors in July 2011. It is important to present the specific ways to facilitate pro-environmental behaviors using the consumer behavior pattern data. This study was a result of data from total fifty seven thousands customer purchasing history data of green credit card to be created for the 3 months from January to March 2015. As the analysis process is put in to operation the analysis of the purchasing customer's profile firstly, and the second come into association analysis to consider the buying associations for green products purchasing networks, the third estimate the useful parameters to affect the customer's pro-environmental behavior and customer characteristics. It shows that royal customers are from 30 to 40 years old and their incomes are from 30 million won to 40 million won. Especially, they live in Daegu, Gyeonggi, and Seoul.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.40 no.9
• /
• pp.1328-1332
• /
• 2011

This study was carried out to investigate changes in epigallocatechin gallate (EGCG) contents and antioxidant activity of duck egg after pressurized soaking in green tea extract. The duck eggs were soaked in different concentrations of green tea extract (10~30%) and subjected to pressures of 0.1~5.0 MPa for 30 min at ambient temperature in a lab model high-pressure rig. After pressured treatment at 5.0 MPa in 30% green tea extract, EGCG content of duck egg white (20 mg/100 g) markedly increased compared to that of untreated sample (0.17 mg/100 g). Moreover, the antioxidant, hepato-protective, and cellular antioxidant activities of duck egg white after pressured treatment at 5 MPa in 30% green tea extract were all higher than those of untreated sample. Our results could have a direct impact on duck egg consumption by increasing consumer awareness of the health benefits of duck eggs.

• Research in Plant Disease
• /
• v.28 no.2
• /
• pp.61-68
• /
• 2022

Powdery mildew and two-spotted spider mite are detrimental to strawberry plants and are controlled with traditional pesticides. To accommodate consumer demand, eco-friendly methods of pest control are required. Strawberries were cultivated (in soil and in a hydroponic system) for two years, and ultraviolet B (UV-B) irradiation was used as an alternative pest control during the harvesting season. Three varieties were grown (Seolhyang, Kingsberry, and Durihyang), and four UV-B lamp/mulch (black, green, and light reflection sheet [LRS]) combinations were used during harvesting: UV-B+black or green mulch, UV-B+black or green+LRS, no UV-B+black or green, and no UV-B+black or green+LRS. In all varieties, powdery mildew was 65% more controlled when UV-B irradiation was used. The adult two-spotted spider mite density was lowest in the UV-B lamp+black or green+LRS treatments. Therefore, UV-B irradiation during the strawberry harvesting season could effectively control powdery mildew and two-spotted spider mite with little side effect on the plants.

• Journal of Korean Home Economics Education Association
• /
• v.24 no.3
• /
• pp.191-208
• /
• 2012

The purpose of this study was to explore a plan for maximizing effectiveness of adolescents' ethical consumption education. The ethical consumption education experience and the ethical consumption behavior in home, school and society were examined targeting 587 middle and high school students. As a result of research, first, adolescents' ethical consumption education experiences were indicated not to be mostly high. In the sphere of ethical consumption behavior, the ethical consumption education for the future generation of centering on green consumption was being much performed. Second, the students are much facing ethical consumption through participating in event and voluntary-service activity as for school program and through participating in flea market as for social program. And the tendency was being shown that has high contact frequency in ethical consumption education through internet. Third, the adolescent consumers' ethical consumption behavior level was not high as a whole. Thus, it could be known that the ethical consumption education is needed continuously. Especially, the education of the ethical consumption for current generation is further demanded. Fourth, the factors of having influence upon adolescent consumers' ethical consumption behavior were indicated that the more ethical consumption behavior is shown in more taking home consumer education and school consumer education in case of women and in the lower school year as for school year. In this way, the importance of ethical consumption education in home, school and society is indicated. Thus, there will be a need of being developed the educational method and the educational contents that are connected with real life so that adolescents themselves can acquire through experience by being linked mutually.

• Journal of Korean Society of Rural Planning
• /
• v.25 no.4
• /
• pp.1-11
• /
• 2019

This study conducted a survey on the recognition and demand such as recognition level, policy necessity, service demand and policy demand by supply types in order to provide the basic data for successful settlement of agro-healing services. According to the survey on awareness, 45.2% of respondents were aware of the healing farming, and 31.3% of respondents had experience in participating in the agro-healing services. 63.6% of respondents replied that they were experiencing reasons for participating in agro-healing services. Respondents who had no knowledge of agro-healing services responded that 76.7% of respondents said they would not participate. More than two-thirds of respondents in all types indicated that they needed agro-healing services. As a result of evaluating the maximum willingness to pay, there was a willingness to pay for farm work healing about 15,800 won, horticulture healing about 14,800 won, forest healing about 13,400 won, and animal assisted healing about 17,000 won. Improving accessibility and strengthening awareness were high priorities for inconveniences and improvements. 70.1% of the respondents said that policies for agro-healing services are needed. Development of agro-healing programs and contents was the first priority for support policy. The result of this study is expected to provide reference data that can be suggested for agro-healing policy establishment.

• Journal of the Korean Society of Food Culture
• /
• v.15 no.5
• /
• pp.398-412
• /
• 2000

The purposes of this study are : (a) to investigate the attitude to various coffee and tea of women, (b) to analyze the characteristics of each classified group according to eating frequency, and (c) to abstract the factors which can influence the consumption of coffee and tea. Questionnaires were hand delivered to 1,200 women residing in Seoul. A total of 1012 was usable: resulting in 84% response rate. Statistical data analysis was completed using SAS Package program for the one way-analysis of variance(ANOVA), Duncan's multiple comparison test, factor analysis and analysis of covariance (ANOCOVA). (a) Instant coffee was most consumed(22.1 times a month), green tea in tea bag(8.7), Donggulre tea(8.3), Coffee (72) in order of frequency. Among Korean traditional tea Donggulre tea(8.3) and Yuja tea (2.0) were most prefered but still a minute quantity of Korean traditional tea was enjoyed. (b) Coffee and Black tea was regarded unhealthful but habitual, delicious and familiar beverage. Green tea was regarded good for health but not so habitual, practical and familiar. The consumer awareness can be grouped into 3 clases : Healthy factor, Habitual Practical factor, Familiar factor. (c) The sociodemographic characteristics of women influenced the beverage consumption. Women in their 30s and 40s consumed much of instant coffee and coffee. 10s and 20s consumed much of canned coffee. Working women drank much of instant coffee and green tea in tea bag. Women in highest income group$({\geq}\;4,000,000\;won/month)$ consumed much of coffee. (d) The factors which influenced the eating frquency of those beverages were various. The eating frequency of instant coffee was influenced by the age, familiar factor and habitual practical factor. And coffee were influenced by income level, habitual practical factor. The frequency of green tea in tea bag was influenced by habitual practical factor and familiar factor, green tea was influenced by healthy factor and habitual practical factor, Donggulre tea was influenced by habitual practical factor.

• Design Convergence Study
• /
• v.15 no.3
• /
• pp.117-131
• /
• 2016

The introduction of comprehensive programming channels has led to a diversity in the viewers' tastes and excessive competition between TV channels. Demand for channels on well-being is also increasing, due to the well-being and green consumption trends. This study conducted a case study on domestic and international channel branding strategies as well as an analysis on Korean channels focusing on well-being and lifestyle and found that there are no TV channels which provides comprehensive well-being information on food, clothing and housing at the moment in Korea. This study further discovered that information on such topics are currently provided in a tidbit fashion via educational or entertainment programs. Therefore, this study presented strategies for a well-being lifestyle channel brand and designed the brand mark and a station ID for the channel. This study conducted a survey targeting 50 men and women over 20 who have participated in environment-related projects for an objective verification of the channel brand strategies and design. The survey showed that the respondents were generally positive towards the necessity of the channel and of the content presented by this researcher. Some of the respondents, however, pointed out that the readability of the brand mark needs to be improved. This was reflected in the improved design and a survey comparing the two designs showed positive results. The results of this study will contribute to the launch of a well-being lifestyle channel targeting green consumers in the future.

• Journal of Korean Society for Quality Management
• /
• v.23 no.4
• /
• pp.180-189
• /
• 1995

Today, as globalization continues and international trading blocks are formed, world markets are intensely competitive and abound in product variety, volume, complexity and environmental management. Specifically, green consumer's needs and expectations are changing and diversifying, resulting in a changed global environment for industry. Due to these changes, domestic companies are striving to achieve the Environmental Management System (ISO 14000) certification. This is considered a basis step in meeting the guiding principle and practice of ISO/TC 207/SC 3 resolution. In this paper, we will present three type(I, II, III) of Environmental Labelling programs to build a model for environmental management system by analysing practitioner and stakeholder. After companies establish an ISO 9000 quality system these companies should focus on improve toward their own Environmental Labelling program and continue to build ISO 14000.