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.

Currently, dramatic change had led to the growth of the distribution environment and the retailer’s distribution channel. This change had shifted the ‘single channel’ to ‘multi channel’, and from ‘cross channel’ to ‘omni channel’. While fashion companies using omni channel are rapidly growing, few research regarding omni channel had been done in academic field. In this study, we examined the influence of omni channel characteristics on consumers’ perceived risk as well as consumers’ perceived risk toward attitude and intention to use omni channel. We surveyed 696 male and female respondents aged 20 to 40 who lived in Seoul and the metropolitan area. Using AMOS 20.0, factor analysis, reliability analysis, and structural equation model analysis were performed to verify the model of this study. The results were as follows. First, omni channel’s instant connectivity, location-based provability, interactivity, and entertainment factors did not decrease impacts on the perceived risk related to privacy and annoyance. Second, omni channel’s instant connectivity and entertainment did not increase effects on the perceived financial risk, and location-based provability and interactivity did not increase effect on perceived financial risk. Third, the perceived risk concerning omni channel did not decrease on consumer attitude toward omni channel. Fourth, consumer attitude toward omni channel influenced the intention to use omni channel significantly.

Introduction Consumers throughout the world, including Asia, are showing increased concerns about food safety. Public policy, industry, and academic researchers are turning increased attention to the effects of food labeling requirements. General food labels provide information about serving size, servings per container, total calories per serving, calories from fat, and minimum daily nutritional value. Consumers must then use the food labeling information to make individual dietary choices. Thus it is appropriate for researchers to ask how consumers formulate product choices and evaluations according to food labeling information including calorie counts and standardized nutritional information (Ford et al. 1996; Keller et al. 1997; Roe, Levy, & Derby 1999). Long-term strategies are critically needed to find ways to protect public health and to assure food safety. Health practitioners and governmental regulators have increased their efforts to address the growing problem by sponsoring programs for food safety and by requiring nutritional labeling. In answer to the need for further research in food consumption behavior (RFC), this study was conducted to investigate how manufacturers might use consumers’ perceptions of risks and involvement for planning the most effective food labeling. Theoretical Framework To find ways to promote general and social marketing healthful consumer use of food labels (Lefebvre, 1988; McDermott, 2000), this study utilizes consumer segmentation techniques in which consumers are categorized according to psychological and demographic profiles (Slater, Kelly, & Thackeray, 2006). That is, they are segmented based on essential homogeneous responses (Forthofer, 2000; Kotler, 1971) and demographic characteristics, including age, gender, income and social class, although demographics may be less effective than psychological differences for predicting responses to health promotions (Lefebvre, 1988; Slater, 1991). The psychographics approach to consumer segmentation, derived from marketing techniques, selects variables that predict health behaviors; that is, consumers are segmented according to how they process communication channel properties and message features (Rimal & Adkins, 2003). By focusing on consumer segmentation we elucidate how consumers react to food labeling designed to promote health and food safety. Consumer segmentation should help us understand why consumers might reject risky unhealthful behaviors and adopt protective healthful behaviors (Slater, 2006). The risk perception attitude framework (Garretson & Burton, 2000; Rimal & Real 2003; Turner, Rimal, Morrison &, Kim, 2006) is a theoretical perspective for segmenting consumers based on their perceptions of risk and their beliefs about personal efficacy. According to the risk perception attitude framework, risk perceptions are usually insufficient to motivate behavior, but when high risk perceptions are coupled with strong efficacy beliefs, people are more motivated to engage in self-protective behaviors. Social cognitive theory and the extended parallel process model also support the importance of efficacy beliefs as moderating risk perception effects on self-protective behavior (Bandura 1986; Witte 1994). Using the risk perception attitude framework for purposes of this study, consumers are classified into four groups according to their risk perception and self-efficacy as indicated by their involvement in health concerns. 1) The "indifference" group comprises study participants who have low risk perceptions and low involvement; they believe they face few risks, lack control of their actions, and are thus not motivated to undertake protective behaviors. 2) The "responsive" group comprises study participants who have high risk perceptions and high involvement and thus are motivated to undertake extensive self-protective behaviors. 3) The "proactive" group comprises participants who have low risk perception but high involvement; they believe strongly in their personal abilities to take control, but perceive low risk and are thus not motivated to engage in self-protective behaviors. 4) The "avoidance" group comprises study participants who have high risk perceptions and low involvement; they are concerned about the need to counter risks but lack the self-efficacy and involvement to follow recommendations. Research Questions To examine the risk perception attitude framework in the context of research on food consumption behavior (RFC), three central research questions are posed: RQ1: How are consumers classified according to their level of perceived risk and involvement? RQ2: Do different consumer types show different attitudes toward paying higher prices for safer food and toward paying attention to food labels? RQ3: What factors influence consumer classifications? Methods Data for this study came from research on food consumption behavior (RFC) conducted by Korea Rural Economic Institute (KREI) in 2014. In 2013, the KREI began gathering data regarding food consumption behavior to help the food industry develop more efficient use of food resources. RFC data are appropriate because they include data about various consumption patterns regarding food lifestyles, purchases, and food safety. Specifically, RFC for this study, we gathered data for a stratified sampling of 6,311 consumers, 19 to 75-years-old, living in 16 metropolitan city-regions in South Korea. Table 1 shows general features of the research participants. Among the respondents, 44.2% were men; 55.8% were women; 10.7% were 19 to 25-years-old; 37.6% were high school graduates; 46.9% had lower than middle school graduation levels, 21.9% were college graduates, 2.3% had post-graduate levels, 1.1% were uneducated; 36.5% had average monthly family incomes of 200~399; 1.3% had the highest rate of 1000 and more; 1.0% had low to moderate interest in health; 42.8% reported that they bought food two or three times weekly; 0.7% reported buying food once a month. Respondents reported an average 3.93 regarding risk perceptions for food safety. Their reported average level of involvement was 3.32; average of intention to pay higher prices for safe food was 3.37, and their average likelihood of checking food labels was 3.15. Measurement To score education levels, the uneducated group = 1, less than middle school = 2, high school graduates = 3, college graduates = 4, and postgraduates = 5. A five-point Likert-type scale was used to measure participants’ interest in their health (1 = complete indifference to 5 = very much interested). Also a five-point Likert scale was used to measure perceived risk for twelve items related to food safety: foreign substances, pesticide residue, use of antibiotics in livestock and fish, natural toxicity, food additives, heavy metals, endocrine disruptors, bacterial contamination, livestock disease, GMO, irradiation, packing hazards, and allergens (1 = not concerned at all to 5 = very concerned). Involvement was measured for three questions regarding food origin, food materials, and eco-friendly products (1 = not concerned at all to 5 = very concerned). Intentions to pay higher prices for safe food and to check food labels were measured from 1 = not at all to 5 = very positive. Results Four consumer groups were classified according to their level of perceived risk and involvement. We followed previous RPA model studies (e.g., Sullivan et al., 2008; Jo & Yoo, 2011) and classified groups based on median perceived risk and involvement: (≥4.00) for high perceived risk, (<4.00) for low perceived risk, (≥3.333) for high involvement, and (< 3.33) for low involvement. The responsive group had high perceived risk and high involvement; the proactive group had low perceived risk and high involvement; the avoidance group had high perceived risk and low involvement; and the indifference group had low perceived risk and low involvement. Additionally, ANOVA with post-hoc Tukey test was conducted to examine the average difference among the four groups regarding their intentions to pay higher prices for safe food and to check food labels. Multinomial logit regression was performed to discover the factors that influence classification of consumer types. Classification of consumer types according to perceived risk and involvement Table 1 shows the consumer classifications according to the level of perceived risk and involvement: 1,198 participants, 21.8%, were in the indifference group with low perceived risk and low involvement; 1,254 participants, 22.8%, were in the proactive group with low perceived risk and high involvement; 1,125 participants, 20.5%, were in the avoidance group with high perceived risk and low involvement; 1,924 participants, 35.5%, were in the responsive group with high perceived risk and high involvement. Among the four groups, the responsive group had a statistically significant relatively high ratio: χ2 value for group classification was 79.695 (p <.001). Consumer classification differences in purchase intentions to pay higher prices for safe food and to check food labels Table 2 shows differences in intentions to pay higher prices for safe food and to check food labels. The proactive group showed the highest average intentions to pay higher prices for safe food at 3.52, followed by the responsive group at 3.51, the avoidance group at 3.25, and the indifference group at 3.16. The differences among the groups were statistically significant. A Tukey post-analysis showed that the high involvement group, in contrast with the low involvement group, showed higher average intentions to pay higher prices for safe food. Among the low involvement groups, those with high perceived risk had higher average intentions than those with low perceived risk. The responsive group showed the highest average intentions to check food labels at 3.44, followed by the proactive group at 3.43, the avoidance group at 2.74, and the indifference group at 2.27. The differences among the groups were statistically significant. A Tukey post-analysis showed that high involvement groups, in contrast with low involvement groups, showed higher average intentions to check food labels, but no difference was found according to the level of perceived risk. Influential factors of consumer segmentations Table 3 shows the results of examining the factors of gender, age, education, monthly average family income, and interest in health that are typical in consumer segments. Comparing all groups with the responsive group, the indifference group was most likely to comprise young women who had lower educational levels, lower monthly income, and less interest in health. The proactive group was most likely to be made up of men. The avoidance group was most likely to be made of young men who had lower educational levels, lower monthly incomes, and less interest in health. Discussion This study is an investigation of the theoretical framework of risk perception and involvement according to indifference, proactivity, responsiveness, or avoidance consumer segments. The study centrally indicates that the four risk perception–involvement framework groups differ in their perceptions of risk and the extent of their involvement. By revealing the importance of high involvement as a fruitful intervention strategy, the results suggest practical implications for public policymakers and marketers who strive to devise appropriate food labeling. Social cognitive theory has long stressed the importance of enhancing personal involvement (Bandura 1986). That insight can be applied to the risk perception attitude framework for identifying particular audiences who will respond to involvement-enhancing messages. Our findings suggest that a useful strategy in promoting change is to recognize that consumers will react differently according to their tendencies toward indifference, proactivity, responsiveness, or avoidance.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

This study was conducted to investigate the effects of fast food customer's perceived risks on risk reduction behavior, attitude and purchase intention. A total of 268 usable surveys were collected using a stratified random sampling method. Descriptive analysis and factor analysis was then conducted using SPSS 12.0, and a Cronbach's α was generated to estimate the internal consistency of the survey items. Multiple regression analysis was used to evaluate the relationships among variables. The results indicated that fast food safety and monetary risks had a negative effect on customer feelings and satisfaction with fast food, which had a positive effect on buying purpose and recommendation purpose. Conversely, obesity and monetary risks only had a negative effect on buying purpose. An improved menu more effectively reduced the risk perceived by the fast-food customers than an improved image.

Using data from 132 telephone interviewees, we examined the role of affective-cognitive ambivalence in forming overall attitude and behavior toward toxic chemical and radioactive waste issues in Marion, Ohio in the U.S. In order to compare attitudinal preference, participants were divided into four A-C groups: action-group (Affective+/Cognitive+), detached-group (A-/C+), concerned-group (A+/C-), and inaction-group (A-/C-). Affective and cognitive components interacted, producing redundant influences on overall attitudes and judgments as frequently observed and postulated in previous attitude studies. The results showed that the action-group who were feeling unsafe and believed that environmental accidents had happened or are happening in Marion were less willing to move to the area than other three groups who were feeling safe and/or doubted reports of contamination and its relation with leukemia. Affective and cognitive components were found to have redundant influences on overall attitude. It was also observed that affective-cognitive ambivalence theory has a great potential for explaining the mechanism by which people form attitudes, especially when people have moderate or positive feelings (e.g. sympathy or eagerness for resources) toward the objects and/or when uncertainty is a major feature of environmental issue under consideration (e.g. global climate change).

  In general, reliability of AHP(Analytic Hierarchy Process) depends on pairwise comparison of evaluators. In addition, human judgment on the importance of alternatives or criteria is always imprecise and vague. To cope with these shortcomings, Fuzzy AHP

일반적으로 VTSO(Vessel Traffic Service Operator)는 양 선박의 충돌위험 정도를 판단할 때, 선박들의 침로와 속력, DCPA(Distance to CPA)와 TCPA(Time to CPA) 그리고 양 선박의 조우 상황 등을 종합적으로 고려한다. 이에 본 연구에서는 VTS(Vessel Traffic Service) 관점에서의 선박충돌위험을 예측하는 방법으로 위험지수(Risk Index, RI)를 선박 조우 상황에 따른 위험, 선박 간 근접거리에 따른 위험 그리고 접근시간에 따른 위험으로 나누어 구하고, VTSO의 위험 태도를 반영한 충돌 위험도를 제안하였다. 위험지표의 각 계수와 위험 태도는 VTSO 설문을 실시하여 구하였고, 제안한 위험도의 타당성 검증을 위하여 부산항의 실제 사고 사례에 ES(Environmental Stress) 모델의 교통 환경 스트레스치(ESS) 을 함께 적용하여 유효성을 확인하였다.