• Title/Summary/Keyword: social attitudes

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A Study on the Adolescent Sibling Relationship through Photovoice (포토보이스를 통해 본 청소년기 형제자매관계에 관한 연구)

  • Kim, Jiseul;Jun, Mikyung
    • Journal of Korean Home Economics Education Association
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    • v.36 no.2
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    • pp.15-31
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    • 2024
  • This study employs photovoice research methodology to investigate adolescents' experiences in sibling relationships and to analyze the impact of sibling interactions on their development and growth. The participants comprised eight high school students with one sibling (four males and four females) residing in the Incheon region. The research process encompassed several stages: participant recruitment, orientation, photovoice activity (focus group interviews), data analysis, and conclusion derivation. During the photovoice activity, participants engaged in a narrative process of photographing, interpreting, and discussing their experiences. The narratives were categorized into four primary themes: structure and environment, emotional interactions, roles, and parental subsystems. The conclusions drawn from the study are as follows: First, the similarity formed in sibling relationships during adolescence contributes to psychological stability. Second, roles and expectations based on birth order can cause stress for adolescents, indicating the need for equitable role adjustments within the family. Third, conflict in sibling relationships is crucial for enhancing problem-solving and social relationship skills. Lastly, consistent parenting attitudes significantly affect the emotional well-being of siblings. This study emphasizes the significance of fostering a deeper understanding of human development and family relationships through an exploration of adolescent sibling dynamics within home economics education.

Development of checklist questions to measure AI core competencies of middle school students (중학생의 AI 핵심역량 측정을 위한 체크리스트 문항 개발)

  • Eun Chul Lee;JungSoo Han
    • Journal of Internet of Things and Convergence
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    • v.10 no.3
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    • pp.49-55
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    • 2024
  • This study was conducted with the purpose of developing a checklist of questions to measure middle school students' AI capabilities. To achieve the goal of the study, literature analysis and question development Delphi survey were used. For literature analysis, two domestic studies, five international studies, and the Ministry of Education's curriculum report were collected through a search. The collected data was analyzed to construct core competency measurement elements. The core competency measurement elements are understanding of artificial intelligence (5 elements), artificial intelligence thinking (5 elements), utilization of artificial intelligence (4 elements), artificial intelligence ethics (6 elements), and artificial intelligence social-emotion (6 elements). elements). Considering the knowledge, skills, and attitudes of the constructed measurement elements, 31 questions were developed. The developed questions were verified through the first Delphi survey, and 10 questions were revised according to the revision opinions. The validity of 31 questions was verified through the second Delphi survey. The checklist items developed in this study are measured by teacher evaluation based on performance and behavioral observations rather than a self-report questionnaire. This has the implication that the level of reliability of measurement results increases.

A Study on the Psychological Characteristics of Parents Affecting Mobile Dependence in School-Aged Children (학령기 아동 모바일 의존에 영향을 미치는 부모의 심리적 특성 연구)

  • Hyewon Kim;Hyerin Kim;Seohyun Lee;Saerom Lee
    • Knowledge Management Research
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    • v.25 no.3
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    • pp.301-323
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    • 2024
  • This study aims to investigate the factors that may influence mobile dependence among school-aged children (7-9 years old), a growing social issue. Understanding the causes of mobile dependence is crucial as it can significantly impact school adaptation among these children. Given that children in this age group are greatly influenced not only by their individual characteristics but also by environmental factors, particularly parental influence, this research focuses on examining the psychological state of parents (e.g., parental stress, depression), parental ambivalence towards mobile use, and parental intervention in mobile use. The study was conducted through surveys at two different points in time. The results indicate that parental stress affects parental depression, ambivalence towards mobile use, parental intervention, and ultimately the mobile dependence of school-aged children, which in turn impacts their school adaptation. Through this study, we were able to verify the mechanisms by which parental stress and psychological attitudes toward mobile use influence mobile dependence and school adaptation in school-aged children.

결장루형성술 환자 간호를 위한 일 연구

  • 모경빈
    • Journal of Korean Academy of Nursing
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    • v.1 no.1
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    • pp.27-43
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    • 1970
  • This study is designed to find out proper nursing activities for the needs of the colostomy patients, i.e., mental and psychological as well as physical needs for rapid recovery, and to help them build up the follow-up care for proper social adjustment. The study is based on 268 cases out of 381 colostomy patient's records kept in Ewha Womans University Hospital, Yonsei Medical Center, and National Medical Center in between the period from Jan. 1953 to Jan. 1970. The items of study are mainly on etiology, sex, age, duration of hospitalization, mortality rate, seasonal frequency, time from the onset of illness to the admission of the hospital, signs and symptoms. 1. Frequency of onset by etiology: Neoplastic disease 112 cases (42%), Inflammatory disease 33 cases (12%), Congenital malformation 30 cases (11%), Intussusception 25 cases (9.3%), Trauma 24 cases (9%), Volvulus 17 cases (6.3%), and Crohn's disease 6 cases (2.2%). 2. By sex: male 167 cases (62.9%), and female 101 cases (37.1%). So the ratio of portion of male and female 2:1. 3. By age: under 1·year·old 27 cases (10.1%) highest, 41-50 yrs 54 cases (20.2%), 51-60 yrs 42 cases (15.5%), above 71 yrs 5 cases (1.9%). 4. Duration of hospitalization: the shortest is 2-days and the longest is 470 days. 1-20-days 52%, 40-60 days 14%. 5. Mortality rate: Under the 10-days-admission 19.5%, and the beyond 30-days-admission 3.9%. 6. Seasonal frequency: Higher in summer (32% ). 7. Signs and symptoms: abdominal pain (56%), abdominal distention (54%), vomiting (40%), bloody mucoid diarrhea (38%) , pain of anal region (18%), abdominal tenderness, anorexia, indigestion, constipation, disuria, tenesmus, high fever and chilling sensation, bile tingled vomiting. Nursing activities for the patient's physical needs are as follows: Skin care for colostomy region, Prevention of colostomy constriction and depression, Removal of an offensive odor, The use of colostomy bag-selection for, and demonstration of the use of inexpensive colostomy irrigation equipment, Personal hygiene, general skin care, care of hair, finger nails and toe-nails, Oral hygiene, sleep and rest, aquate, Daily activities, etc. Measures for regulation of bowl movement. Keeping the instruction of taking food, Preparing the meal and help for anorexia, Constipation and it's solution, Prevention of diarrhea, helping the removal of mucous, and stretch constricted steam as needed. Nursing activities for pt's socio-psychological needs are as follows; Help the patient to make decision for the operation, Remove pt's anxiety toward operation and anesthesia, To meet the pt's spiritual needs at his death bed, Help to establish family and friends cooperation, Help to reduce anxiety at the time of admission and it's solution, Help to meet religious need, Help to remove pt's anxiety for loosing his job and family maintenance, Follow-up studies for 7 cases have been done to implement the present thesis. The items of the personal interviews with the patients are as follows: Acceptability for artificial anus, The most anxious thing they had in mind at the time of discharge, The most anxious thing they hat·e in mind at present, Their friends and family's attitudes toward the patient after operation, Relations with other colostomy patients, Emotional damage from the operation, Physical problem of enema, irrigation, Control of diet, Skin care, Control of offensive odor, Patient's suggestions to nurses during hospital stay and after discharge. In conclusion, the follow-up care for colostomy patients shares equal weight or perhaps more than the post-operative care. The follow-up care should include the spiritual care for moral support of the patient, to drag him out of isolation and estrangement, and make him fully participate in social activities. It is suggested that the following measures would help to rehabilitate the colostomy patients (1) mutual acquaintance with other colostomy patients if possible form a sort of club for the colostomy patient to exchange their experiences in care (2) through the team work of doctor, nurse and rehabilitation specialists, to have a sort of concerted effort for betterment of the patient.

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A Study on Education Need and Satisfaction of the KNOU Nursing Students (방송대 간호학생의 교육요구 및 만족에 관한 연구)

  • Lee, Sun-Ock;Kim, Young-Im;Lee, Sang-Me
    • The Journal of Korean Academic Society of Nursing Education
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    • v.2
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    • pp.75-94
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    • 1996
  • This survey study was aimed at identifying the degree of educational need of the KNOU(Korea National Open University) nursing students defined as admission purposes, satisfaction of distance learning education, learning methods, and courses after graduation. Among randomly assigned 1000 students, 320 KNOU nursing students who allowed to participate in the study completed the questionnaires. The data were analyzed using descriptive statistics, chi-square test, and t-test, Results of this study were as follows : 1. The admission purposes of the KNOU nursing students were 'in order to get a bachelor's degree(83.8%)', 'to acquire knowledge for task(61.3%)', or 'to be admitted for the graduate school (53.1%)' etc. Comparing the admission purposes by age, tow items- 'to explore new possibilities for myself' and 'excellent curriculum' showed statistically significant differences. These two items were also found to show significant differences by marital status. 2. For the media maintenance, the results showed that students use their own cassett radios(96.3%), VTR(49.4%), TV only for the study (44.1%), personal computer (3.31%), or joining Hitel (6.3%). 3. Listening rates of the radio lecture were 'over 80%(9.1%)', '50-80%(9.1%)', '20-50%(18.1%)', 'below 20%(30%)' and 'never(33.1%)', And record lecture showed listening rates as follows : 'over80%(17.2%)', '50-80%(15.9%)', '20-50%(24.4%)', 'below 20%(27,2%)' and 'never(14.4%)'. 4. The difficulties with KNOU life were 'listening radio lectures(38.8%)', studying by following teaching schedules (37.8%)', 'isolated self-study(10.3%)', and 'appearance in the attending classes(8.1%)'. 5. As for satisfaction with teaching methods, the data showed that 81.2% of the respondents were satisfied (or very satisfied) with 'attending classes' and 75%, with 'paper lectures'. On the other hand some of respondents were very dissatisfied with 'recorded lecture(12.8%)' and 'radio lecture(10.9%)' 6. The results also showed that the students want to have 'video conferencing lecture(77.2%)', 'cable TV(64.1%)' and 'CD ROM program' to improve learning effects. 7. Concerning learning attitudes, 48.8% of the students reported 'study mainly for examnination', and only 4.1% answered 'study every day with plan'. The learning attitude showed significant differences by marital status and age. The students also evaluated themelves as 'study very hard(5.9%)', 'study hard in general(41.6%)', 'study a little(40.3%)' and 'study little(11.9%)'. 8. The students responded the most effective learning material was the 'textbook (92.2%)'. 9. For the purposes of using the local center, the results showed 'for the attending classes(76.3%)', 'for the use of references(14.7%)', and 'for the study group(66.7%)'. 10. The results revealed that 20.3% of the respondents had ever experienced unregistration or temporary withdrawal, and 53.4% among them did not register more than one time. The most common reason for the unregistration was 'due to family affairs or their job (70.8%)'. 11. 88.1% of the respondents answered 'they will graduate without fail'. 12. Regarding the benefits from the KNOU graduation, respondents indicated 'graduate school admission(38.1%)', 'self-confidence in social life(17.5%)', and understanding social problems (10.9%)'. 13. 64.4% of the students showed that they have intention to enter the graduate school. The item 'changing work place' showed statistically significant differences by marital status and age.

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A Study on the Influence of CSR and Corporate Ability on Purchase Intention -Focused on The mediating effects of product attitude and the moderating effects of corporate reputation - (기업의 사회적 책임(CSR)과 기업역량(CA)이 구매의도에 미치는 영향에 관한 연구 - 제품태도의 매개효과와 기업명성의 조절효과를 중심으로 -)

  • Yang, Seung-Kwang;Song, Eu-Gene
    • Management & Information Systems Review
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    • v.37 no.2
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    • pp.1-21
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    • 2018
  • According to the results of the FKI's ethical management status and CSR promotion status, about 95% of domestic companies enact the Code of Ethics, while 64% of companies operating systems for communication and dialogue with stakeholders in the process of CSR activities, It seems that strategic CSR activities of domestic companies have not been fully established yet compared with the introduction of ethical management. Even if companies conduct CSR activities strategically, there is very little CSR level of the companies that consumers perceive. This is because the psychological mechanism of CSR on consumers' perceptions is too complicated and detailed, resulting in a positive result and a negative result depending on the investigator's research method. So far, there have been many studies on the direct impact of CSR on corporate evaluation, purchase intention, and corporate image. However, there are few studies on the effect of CSR and CA on purchase intention through product attitude. Therefore, The purpose of this study is to demonstrate the effect of corporate social responsibility(CSR) and corporate Ability(CA) on the purchase intention through product attitudes perceived by consumers, and the moderating effect of corporate reputation between product attitude and purchase intention. As a research method, we selected 4 companies, such as Samsung etc, who have been conducting CSR for the past 10 years, as a sample. The relationship between the CSR and the corporate competence of these companies on purchasing intention was examined through questionnaires for general consumers. The results of this study show that CSR and CA have a positive effect on product attitude, and consumers' product attitude has a positive effect on purchase intention. In addition, CSR and CA were found to have a positive (+) effect on purchase intention through consumer attitude. Finally, it is found that the reputation of the firm has a moderating effect on the relationship between consumer's product attitude and purchase intention. This study suggests that CSR should be strategically promoted in order to positively shape the attitude of consumers toward products of companies and their companies. As a theoretical implication, this study showed that the effect of CSR activities and CA on consumer's product attitude and purchase intention, centered on mediating effects of product attitude and corporate reputation discrimination.

The Infuence of Venture Club Activity by University Student's Goal-Oriented Behavior Model on Self-determination and Startup Intention: Focused on the Medaiation Effects of Big 5 (벤처동아리활동 대학생의 목표 지향적 행동모델이 자기결정성 및 창업의지에 미치는 영향: 성격 5요인의 매개효과)

  • Park, Hwa Soon;Byun, Sang Hea
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.16 no.2
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    • pp.79-93
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    • 2021
  • The question of why do you want to start a "start?" Is the most basic step in trying to do something. In other words, previous studies have shown that the degree of confidence in an individual's decision affects the setting of a specific purpose. Based on this, this study aims to provide basic data for deriving the direction of entrepreneurship education in college students by analyzing the effects of goal-oriented behavioral model on college students' self-determination and intention to start a business through the 5 factor model. To achieve the purpose of the study, a self-report questionnaire was conducted from October 01 to November 11, 2019 for university students attending located in Gyeonggi-do, Seoul. A total of 150 questionnaires were distributed, and 125 parts were used for the final analysis, except 25 parts with insincere responses or errors. Data were analyzed using SPSS Win 24, and reliability, validity analysis, frequency analysis, One-way ANOVA and regression analysis were performed, and three-step regression analysis and Sobel verification were performed for mediating effects. The summary of the study is as follows. First, the influence of university students' goal-oriented behavioral model on self-determination showed that attitudes, subjective norms, and perceived behavioral controls had statistically significant positive effects, and positive and negative expectations were statistically significant. Did not affect. Therefore, the higher the attitude, subjective norms, and perceived behavioral control, the higher the university students' self-determination. Second, the influence of college students' goal-oriented behavioral model on the intention to start a business was as follows.). As a result, the higher the perceived behavioral control and positive expectation, the higher the intention to start up. Third, regression model 1 showed that the behavioral control and positive expectation sentiment among the goal-oriented behavioral model had a significant positive influence on the college students' intention to start a business. Affected. Regression model II added the parameters of the 5 factor model, which increased 2.5% of explanatory power than the first regression model. Perceived behavioral control and positive expectations had a statistically significant positive effect, negative expectations had a statistically significant negative effect, and among the 5 factor model, openness had a statistically significant positive (+) Affected. From these results, it can be seen that the Big Five personality factors have a mediating effect on the relationship between goal-oriented behavior model and intention to start up. This study confirmed that the goal-oriented behavioral model of college students is an important variable in implementing self-determination and intention to start a business. In addition, by using his Big 5 personality factors as positive feedback, he has proved to play an important role by identifying the mediation role that can be set, planned and utilized to plan and achieve his life. The result of this study is that college students are interested in the intention of individual start-ups, so they are not freed from difficult employment difficulties. It is intended to provide basic data useful in the age of creation of government.

Effects of Polar Literacy Education Program for Elementary and Middle School Students (초·중학생 대상 극지 소양 교육 프로그램의 효과)

  • Sueim Chung;Donghee Shin
    • Journal of The Korean Association For Science Education
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    • v.43 no.3
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    • pp.209-223
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    • 2023
  • This study was conducted to evaluate the effectiveness of a polar literacy education program for elementary and middle school students, and to derive implications for new education to respond to climate change. We developed modular education programs based on the seven principles of polar literacy established by the Polar-ICE team. We divided them into two courses, one emphasizing science concepts and another emphasizing humanities and sociological issues. We then selected and structured detailed programs suitable for the two courses. These two courses were applied to 26 elementary and middle school students for approximately 69 hours in a Saturday science class hosted by the Department of Science Education at a university in Seoul. The 26 students were divided into three groups. Two groups completed the science education program for polar literacy and a humanities and social studies education program for polar literacy, respectively. The third group, the control group, received general science education unrelated to polar literacy. Before and after running the programs, all three groups responded to a polar literacy test and questionnaires that used vocabulary and presented scenes associated with polar regions. The test results were expressed using Wilcoxon signed ranks, which is a non-parametric test method, and improvements made upon completion of the program were analyzed. From a cognitive aspect, all three groups showed improvement after completing the program in the knowledge area; however, the experimental groups showed a greater degree of improvement than the control group, and there was a clear difference in the contents or materials explicitly covered. From an affective aspect, the difference between before and after the program was minor, but the group that focused on humanities and social issues showed a statistically significant improvement. Regarding changes in polar imagery, the two experimental groups tended to diverge from monotonous images to more diverse images compared to the control group. Based on the above results, we suggested methods to increase the effectiveness of polar literacy education programs, the importance of polar literacy as appropriate material for scientific thinking and earth system education, measures to improve attitudes related to the polar region, and the need to link to school curriculums.

Predicting the Direction of the Stock Index by Using a Domain-Specific Sentiment Dictionary (주가지수 방향성 예측을 위한 주제지향 감성사전 구축 방안)

  • Yu, Eunji;Kim, Yoosin;Kim, Namgyu;Jeong, Seung Ryul
    • Journal of Intelligence and Information Systems
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    • v.19 no.1
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    • pp.95-110
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    • 2013
  • Recently, the amount of unstructured data being generated through a variety of social media has been increasing rapidly, resulting in the increasing need to collect, store, search for, analyze, and visualize this data. This kind of data cannot be handled appropriately by using the traditional methodologies usually used for analyzing structured data because of its vast volume and unstructured nature. In this situation, many attempts are being made to analyze unstructured data such as text files and log files through various commercial or noncommercial analytical tools. Among the various contemporary issues dealt with in the literature of unstructured text data analysis, the concepts and techniques of opinion mining have been attracting much attention from pioneer researchers and business practitioners. Opinion mining or sentiment analysis refers to a series of processes that analyze participants' opinions, sentiments, evaluations, attitudes, and emotions about selected products, services, organizations, social issues, and so on. In other words, many attempts based on various opinion mining techniques are being made to resolve complicated issues that could not have otherwise been solved by existing traditional approaches. One of the most representative attempts using the opinion mining technique may be the recent research that proposed an intelligent model for predicting the direction of the stock index. This model works mainly on the basis of opinions extracted from an overwhelming number of economic news repots. News content published on various media is obviously a traditional example of unstructured text data. Every day, a large volume of new content is created, digitalized, and subsequently distributed to us via online or offline channels. Many studies have revealed that we make better decisions on political, economic, and social issues by analyzing news and other related information. In this sense, we expect to predict the fluctuation of stock markets partly by analyzing the relationship between economic news reports and the pattern of stock prices. So far, in the literature on opinion mining, most studies including ours have utilized a sentiment dictionary to elicit sentiment polarity or sentiment value from a large number of documents. A sentiment dictionary consists of pairs of selected words and their sentiment values. Sentiment classifiers refer to the dictionary to formulate the sentiment polarity of words, sentences in a document, and the whole document. However, most traditional approaches have common limitations in that they do not consider the flexibility of sentiment polarity, that is, the sentiment polarity or sentiment value of a word is fixed and cannot be changed in a traditional sentiment dictionary. In the real world, however, the sentiment polarity of a word can vary depending on the time, situation, and purpose of the analysis. It can also be contradictory in nature. The flexibility of sentiment polarity motivated us to conduct this study. In this paper, we have stated that sentiment polarity should be assigned, not merely on the basis of the inherent meaning of a word but on the basis of its ad hoc meaning within a particular context. To implement our idea, we presented an intelligent investment decision-support model based on opinion mining that performs the scrapping and parsing of massive volumes of economic news on the web, tags sentiment words, classifies sentiment polarity of the news, and finally predicts the direction of the next day's stock index. In addition, we applied a domain-specific sentiment dictionary instead of a general purpose one to classify each piece of news as either positive or negative. For the purpose of performance evaluation, we performed intensive experiments and investigated the prediction accuracy of our model. For the experiments to predict the direction of the stock index, we gathered and analyzed 1,072 articles about stock markets published by "M" and "E" media between July 2011 and September 2011.

Seeking a Better Place: Sustainability in the CPG Industry (추심경호적지방(追寻更好的地方): 유포장적소비품적산업적가지속발전(有包装的消费品的产业的可持续发展))

  • Rapert, Molly Inhofe;Newman, Christopher;Park, Seong-Yeon;Lee, Eun-Mi
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.199-207
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    • 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.