The study tests a theoretical framework for examining the consumer decision-making process with regards to ethically questionable behavior. The results indicate that subjective norms, perceived behavioral control and self-efficacy are significant predictors of consumer intentions to engage in ethically questionable behavior. Attitude was not found to be a significant predictor.

The origins of modern Consumerism can be traced back to the eighteenth century, whereby the concept ofconsumer societies began to flourish in the European block (Stearns, 2001).These were the economies that formed the hub of commercial activities, having had an access to the global products. Furthermore, post Second World War culminated into the ‗economy of abundance‘ as has been rightly suggested by Galbraith in his book ‗The affluent society‘, (1958). This affluence was the result of industrialization and technological revolution in United States and other developed countries that led to the mass production of goods and henceforth increased individuals‘standard of living. 21st century witnessed mushrooming growth in branded goods and consumer‘s aspiration to endlessly spend on luxury goods items. Since then there has been a continuous temptation on consumers end to spend extravagantly and acquire prestigious goods to appear more urbane, chic and sophisticated. Consumers choice of luxury brands is also considered as social indicators that also serve as an artifact for the reflection of their status, eminence and position in Society (Power and Hauge, 2008) Consumers incessant desire to spend on high end luxury brands such as Channel, Burberry, Gucci and Rolex have compelled researchers to understand the prime motivators and determinant factors that instigate consumer behavior towards branded goods. This paper seeks to understand the factors that influence consumer‘s selection of luxury brands in Pakistan and specifically those attributes on the basis of which different product categories are selected. The subsequent text reflects on the literature review related to consumer behavior towards conspicuous goods consumption with specific reference to luxury goods market in Asia and Pakistan.

This study employs a trading dataset from a top investment bank in Taiwan to examine whether and how mutual fund advertising influences fund consumers’ redemption behavior, and whether the effect of advertising differs between small- and large-amount fund consumers. The evidence of this study shows that, on average, fund consumers redeem more non-advertised funds as their returns increase, while fund advertising slows their redemptions. The results from quantile regression show that fund advertising plays an important role in affecting redemption-performance sensitivity of large-amount and medium-amount investors. After taking advertising into account, large-amount and medium-amount investors reduce their fund redemptions. The results suggest that advertising, as a transmission of information, varies with investors’ wealth levels and that these differences in advertising matter to investors’ redemptions. This study contributes to understanding the role of advertising in fund consumers’ realized behavior and is useful for fund companies because they can more efficiently allocate limited resources such as advertising to support the growth of fund assets under management.

The fashion industry, being energy and labor-intensive, has faced obstacles such as waste of resources, environmental pollution, and poor working conditions through the supply chain process. Because of the huge success of fast fashion, the consumption of fashion products has increased by 60% in the past ten years. At the same time, the problem of clothing waste is rearing its ugly head accounting for more than 30% of the entire garbage of the world. Providing clothes in cheaper price causes a poorer working condition. In April 2013, a deaths of 1,149 people in garment factory of Bangladesh is caused by the poor working condition without safety standard. Considering its direct effect on lives, consumers are now asking fashion companies to take on more social responsibilities and sustainability is emerging as a critical issue in the fashion industry (Ko, Hwang, & Kim, 2012; Yoo, 2012a). However despite consumers’ high interest in sustainability, they hardly ever seemed to connect with actual consumers according to various studies. Therefore, for a better understanding of consumers to foster their sustainable purchase behavior, this study attempts to identify consumers’ perception and attitude toward sustainable fashion and provide a suitable promoting strategy for consumer types. The role of consumers in driving a sustainable industry ecosystem is growing in importance, but few studies on sustainable fashion consumers have been conducted. Besides, there are two unsolved limitations, in particular, which have been pointed out multiple times in previous studies: first, the inconsistency between the findings (D’Souza, Taghian, Lamb, & Peretiatko, 2007; McDonald & Oates, 2006; Moisander, 2007; Peattie, 2001; Rex & Baumann, 2007; Straughan, 1999), and second, the failure to explain “the attitude-behavior gap.” (Kollmuss & Agyeman, 2002; Vermeir & Verbeke, 2006; Yoo, 2012b) In this context, this study employs Q methodology and purchase perception matrix to identify consumers. Q methodology is more effective and robust technique than self-report methods for the measurement of attitudes and subjective opinion (Stanton & Guion, 2010; Cross, 2005). And the purchase perception matrix, proposed by Peattie (1999), is known as a useful model to classify individual sustainable purchase (Peattie, 1999; Peattie, 2001; McDonald & Oates, 2006; Tan, 2011). The matrix combines two dimensions (High vs. Low confidence and compromise) to analyze four potential purchases such as win-win purchase, feeling good purchase, why not? purchase, why bother? purchase. Peattie’s matrix implies the concept of purchases but also has resonance with the concept of consumers. For example, using marketing strategy to enhance confidence and reduce compromise of each consumer makes their sustainable purchases more easy (McDonald & Oates, 2006). This study tests four types of benefit cueing using advertisement stimuli on sustainable fashion in order to suggest an effective promoting strategy to consumers. Moon et al. (2013) investigate three benefits of sustainable fashion, which are altruistic benefit (out-directed and selfless), social image benefit (out-directed and self-interested) and self-oriented benefit (inner-directed and self-interested). Hartmann et al. (2005) test two types of marketing strategy which are emotional strategy (a feeling of happiness by altruistic behavior or expression of self-identity as a green consumer) and functional strategy (excellent performance in eco-friendly function). Following the previous studies, this study investigates 2 (benefit orientation: external-oriented, internal-oriented) by 2 (benefit type: rational, emotional) benefit cueing stimuli into different types of consumer to verify four hypotheses such as first, external-oriented benefit is more effective than inner-directed benefit (Kim and Kim, 2002; Park, Oh, and Hwang, 2013). Second, based on the purchase perception matrix, high confidence and compromise consumer is more affected than low confidence and compromise consumer by external-oriented benefit. Third, high confidence and compromise consumer is more affected by external-oriented plus rational benefit (Pahbar and Wahid, 2011). And fourth, low confidence and compromise consumer is more affected by external-oriented plus emotional benefit (Vermeir and Verbeke, 2006). In study 1, Q methodology is conducted to identify the types of sustainable fashion consumer with 26 participants. As the result, four types of consumer are identified; the doubtful egoist, the single-minded bystander, the wavering intellect, and the narcissistic activist. The doubtful egoist is especially interested in personal gains and distrusts so-called sustainable fashion. The single-minded bystander has his own subjective opinion on sustainable fashion and is not easily persuaded by sustainable marketing messages. The wavering intellect is obviously interested in sustainability but also shows the highest attitude-behavior gap. The narcissistic activist sets great store by his social image and for that reason consumes sustainable fashion products. In study 2, which aims to verify the four types of consumer and test different types of benefit cueing of sustainable fashion by surveying 328 participants. Each consumer type is shown to be distinctive in terms of sustainable fashion perception, sustainable fashion behavior, fashion lifestyle, cost and benefit perception of sustainable fashion, and the degree of confidence and compromise. The four types of consumer are categorized into two types based on the purchase perception matrix. The wavering intellect is located on higher degree of confidence and compromise position but the others are on an opposite side by showing lower degree of confidence and compromise. Four types of benefit cueing are suggested to two types of consumer (the degree of confidence and compromise: high, low) with regard to the consumer types’ willingness to pay for sustainable fashion. The result shows that external-oriented benefit is more effective than internal-oriented benefit (Mex=2.84, SDex=.079, Min=2.46, SDin=.093; F=9.435, p<.005, H1 is supported). Those who show high degree of confidence and compromise are affected by external-oriented benefit than low degree of confidence and compromise consumers (Mh=3.19, Ml=2.49, F=12.130, p<.005; H2 is supported) and most of all, external-rational benefit (Mex-e=3.18, Sdex-e=.85, Mex-r=3.95, Sdex-r=1.18; t=2.351, p<.05, H3 is supported). Those who show low degree of confidence and compromise are affected by external-emotional benefit but this difference did not fall within the range of statistical significance (Mex-r=2.38, Sdex-r=1.24, Mex-e=2.61, Sdex-e=1.05; t=1.176, p>.05, H4 is rejected). This study theoretically contributes to a new and holistic perspective of sustainable fashion consumer and provides better understanding by Q methodology and purchase perception matrix. This study investigates the complex attributes of benefit such as different types and orientations and it takes a step-by-step look at how different benefit cueing leads actual behavior change of consumer. Especially, this study adopted a new variable such as consumer type and it enhances the feasibility of predicting sustainable fashion acceptance of each type of consumer. From a practical point of view, this study will be useful for offering guidelines to identify a specific target to generate a specific result for sustainable fashion company. For instance, concentrating on altruistic benefit promoting strategy with fluent information about eco-friendly attributes and socially responsible activities can strengthen high degree of confidence and compromise consumers who are relatively easy to change purchase behavior and regarded as target consumers. But those strategy does not much affect to low degree of confidence and compromise consumer who are potential consumers and as well as mass consumers in terms of their actual numbers in market. It is needed a long-term approach and in such context, this study offers guidance for expanding sustainable fashion from a niche market to a mass market.

This study investigated consumer perception and purchase behavior regarding Han-gwa (traditional Korean confection) in housewives residing in the Seoul and Gyeonggi area. This study was conducted by self-administered questionnaires. Out of 839 questionnaires, 713 questionnaires (85.0%) were used for statistical analyses including frequency analysis, the Chisquare, and one-way ANOVA. Based on the data collected, independence variables were divided less than 40 years (<40), 40s, 50 years or higher (50) by age. The major findings were as follows; Firstly, 72.1% of the total respondents had the experience of purchasing Han-gwa. Gangjeong was the most popular item among purchased. As the purpose of purchasing, holiday gift and snack was on the highest rank. Hypermarkets / discount stores (48.9%) was the most common place for the place of purchase. Secondly, there was a significant difference in the perception of Han-gwa by age; respondents aged 50 years or older showed more positive perception in Han-gwa in 3 factors among total of 11 factors. Thirdly, for the popularization of Han-gwa, ‘too sweet taste (44.2%)’ and ‘small portion size (22.9%)’ were pointed to be improved by respondents. Results of this study indicate that 1) Yu-gwa and Yak-gwa require new product development based on age segmentation, and health and food safety are important variables considered when housewives purchase Han-gwa.

The objective of this study is to propose the motivation of the analysis on consumer’s purchase behavior and willingness-to-pay for flower tea. Therefore, we survey the purchase behaviors on flower teas as compared with leaf teas such as green teas. We also analyze the willingness to purchase and pay for such teas. The reasons for consuming flower teas are ‘flavor’, ‘beauty/diet’, ‘health’, consecutively. Consumers prioritize ‘safety’, ‘quality’, ‘price’, and ‘design’ when purchasing flower teas. Nevertheless, it is also essential to consider ‘flavor’ as a quality factor. It is necessary to differentiate the process and marketing strategies for the development of flower teas.

This purposes of this study were to explain consumer attitudes and purchasing behaviors towards agricultural products using a social network service and to determine the influencing factors such as experience, technology ability, innovation, self-efficacy, perception of usefulness, perception of trust, attitude, purpose of purchase and individual characteristics on them. We analyzed the survey data set, using the ‘logit model’, ‘simultaneous equation model’, and ‘LISREL-Type model’ In this study, the results obtained are summarized as follows. The result for the comprehensive statement of “Trust” was the biggest influence on the purchase agricultural products using the social network service. Therefore, in order to expand agricultural e-commerce using SNS, trust should be to the fore of marketing and publicity campaigns, in order to promote and stabilize the market.

This study investigated the perception, consumer pattern and satisfaction of the ginseng products of 600 people in the Seoul area surveyed from Feb. 1 to 28, 2011. The perception and satisfaction tests were performed using a 5-point scale (1=disagree (dissatisfy) very much, 5=agree (satisfy) very much. People perceived ginseng to have refreshment (3.86), immuno-modulation (3.78), anticancer (3.51), and antiaging (3.41) properties. People in their 20s (4.02) scored high on refreshment compared to people in their 60s and over (3.73). Most people (79.8%) consume ginseng products and prefer red ginseng (74.3%). More people in their 40s (54.1%) and 50s (48.2%) consume ginseng products for refreshment than people in their 20s (38.7%), 30s (41.5%) or 60s and over (40.0%). However, more people in their 50s (36.1%) and 60s and over (43.6%) consume ginseng products for disease prevention than people in their 20s (8.6%). Most people (66.4%) take ginseng all year round. People in their 20s (2.70) showed a smaller satisfaction score of the taste of ginseng products than those in their 30s (3.21), 40s (3.23), 50s (3.26) and 60s and over (3.38).

Nowadays, business environment changes with higher consumer demands for corporate social responsibility than before. However, many fashion companies are unaware of such a wave of changing business environment. And they are not so much interested in making any investment or policy for CSR activities. Besides, despite changing environment and consumer demands, there are very few studies dealing with this matter. Thus, this study aimed to find out the proper types of CSR activities for fashion companies. In addition, it also intended to determine potential effects of CSR activities on consumer attitudes and purchase behaviors. The findings are as follows. First, it is found that there are differences in consumers' perceived suitability depending on types of CSR activities of fashion company. Secondly, it is found that the suitability of CSR activities of fashion companies has positive effects on consumer attitudes to fashion companies. Thirdly, the more favorable consumer attitudes to fashion companies owing to their CSR activities are correlated with the higher consumer satisfaction. Fourthly, the more favorable consumer attitudes to fashion companies are also correlated with the higher consumer intention for purchase. Hence, it is required that fashion companies recognize the importance of their CSR activities, and also plan and implement appropriate CSR activities for consumers.

The purpose of this study was to examine the post-purchasing behavior focusing on dissatisfaction and complaint behavior. There were some studies concerning dissatisfaction in on-line shopping related to satisfaction and intention to re-buying, but did not focus the relationship with complaint behavior, or identified the factors specifically related to consumer's dissatisfaction. In this study, it was examined to minimize the consumer's dissatisfaction and complaint behavior by investigating the detailed factors relating dissatisfactions and complaint behaviors after shopping apparel goods on the internet. Two hundred fifty five customers who had purchased fashion products in internet shopping had participated in this study. The data was analyzed by factor analysis, regression analysis using SPSS program. As the result, first, product, delivery, returning and price factor were extracted as factors of dissatisfaction, and as factors of complaint behavior, legal action, private action, remedial action were investigated. Second, dissatisfaction was significantly effected on complaint behavior. Specially, returning factor and price factor had effect on legal action, product, delivery factor had on private action and returning factor had affected remedial action. Third, more purchasing frequency, less dissatisfaction. Also, female had more dissatisfaction than male. Finally, more dissatisfaction and compliant behavior, less repurchasing intention. Based on these results, internet shopping fashion marketing strategies were suggested.

The purpose of this study was to observe street fashion, to determine preferred design of jean and to analyze preferred jean styling based on types of jean pants design, toward 20s to 30s women. We observed outfits of jean styles on the street using photography method and conducted a survey to 400 females to get information of consumers. Four hundred questionnaires were analyzed using SPSS. As a result of street research, the majority of people were wearing jean pants with T-shirts, sandal/high heel shoes and totes. The results of market research showed that preferred jean styles were significantly associated with age and marital status. Preferred color of jean pants was also significantly associated with age variable. Current popular jean style was a skinny style. We evaluated results of styling with different jean pants, creating five different images. There was a significant relationship between age/marital status and styling image in different jean styles. In a bootcut style, age variable was significantly associated with different styling images. Generally, most of people responded cute/casual image styling was the best for the bootcut style. In skinny pants, there was a significant association between a residence area and a styling image. Modern/chic image styling with skinny pants was the most favored one. In cropped jean pants, marital status was significantly associated with styling image created. We realized that we can create different images through a styling.

The principal objective of this study was to analyze Swede’s perceptions of Asian food using a means-end chain method, which may contribute to our understanding of new markets for a food industry interested in globalizing Korean food. With the Means-end chain method, one can determine the cognitive structures built in consumer’s minds, which are developed by connecting attributes of product, consequences, and values. The attributes of Asian food that are most positively perceived by Swedes are ‘fresh vegetables’, ‘low-fat’, ‘light meat and seafood’, ‘exotic ingredients’, ‘not expensive’ and ‘unknown food’. The consequences of eating Asian food connected to these attributes are ‘healthy’, ‘tasty’, ‘good way to save money’ and ‘curious’. Finally, Swedes expect to enjoy a value of ‘achievement’ at the end. Based on the result that ‘unknown food’ attribute is connected to ‘achievement’ value, Swedes are assumed to be attracted by the fact that Korean food is ‘unknown food’. However, the effect of the ‘unknown food’ attribute will fade away with time; therefore, stressing Korean food’s status as a ‘healthy’ food, which can be attributed to its use of ‘fresh vegetable’ and ‘light meat and seafood’ ingredients and ‘low fat’ cooking method may be effective as a long-term strategy for making Korean food attractive. The ‘healthy’ consequence is connected to Swedes’ perception of the value ‘achievement’ and simultaneously to their perception of the value ‘belonging and love/sense of belonging’.

The purpose of this study was to measure the causal relationships among affective belief, environmental belief, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal relationships among the constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The effects of affective belief, environmental belief and subjective norm on attitude were statistically significant. The effects of affective belief, environmental belief and subjective norm on meat consumption were statistically significant. As expected, attitude had a significant effects on behavioral intention. Moreover, attitude played a mediating role in the relationship between affective belief and meat consumption, environmental belief and meat consumption, subjective norm and meat consumption. Consumption played a mediating role in the relationship between attitude and behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among affective belief, environmental belief, subjective norm, attitude, meat consumption and intention. It should be noted that the original model was modified and should, preferably, be validated in future research. Other variables may be incorporated to form models that consist of new antecedent and consequence pairs.