Ethyl formate (EF) fumigation under green house condition is a new concept. Its concentrations inside and surrounding of the glass house (GH) and vinyl house (VH) were evaluated for 4 h (during daytime) and 12 h (during nighttime) after fumigation along with the evaluation of post-fumigation EF concentrations. The cumulative EF concentration × time (Ct) value of the 6 sampling positions in VH were 22.67 and 17.53 g·h/m3, respectively for day and night fumigation, which were 2.62 and 4.53 g·h/m3 respectively for day and night application in GH. The EF level (PPM) outside the VH and GH as well as after 20-min post fumigation were < 50 ppm revealing its safety level as its’ threshold limit value (TLV) is 100 ppm. The new technology using liquid EF fomulation could be a key option in smart-farm technologies in future. (Supported by PJ0133562018, RDA)

Biological control has emerged due to the side effects of chemical control such as residual and toxicity. One of the biological controls is entomopathogenic fungi. The entomopathogenic fungus used in this study was first detected in the insectary. The fungus was identified as Lecanicillium sp. based on the sequences of the ITS1 and 2 regions. Lecanicillium sp. infects aphids, scale insects and whiteflies, especially Myzus persicae and Aphis gossypii. In this study, we characterized the fungal phenotype, growth condition, and pathogenicity against green peach aphid. Mycelial growth of Lecanicillium sp. was 12.79±0.46 mm diameter during 7days on potato dextrose agar at 25℃. In addition, the fungus was able to annihilate 100% green peach aphids, after 8days of inoculation. Ultimately, this study would be provide new information on Lecanicillium sp. and suggest the potential utilization of this fungus as a biological control agent.

Tetranychus urticae and Myzus persicae are one of the most serious insect pests in many crops, vegetables, flowers, and fruit trees worldwide. Many insecticides have been developed to control green peach aphid and two spotted spider mite, but resistance to almost all insecticides has reduced their control effect. Particular groups of plant-beneficial microbials are not only root colonizers that provide plant disease suppression, but in addition are able to infect and kill insect larvae. Antimicrobial compounds produced by biocontrol microbes are effective weapons against a vast diversity of organisms such as fungi, nematodes, and viruses. In this study, we evaluated the effectiveness of mixtures plant extracts and improvement of culture process biocontrol microbials on insecticidal activity. Azadirachta indica and Derris elliptica mixed with micorbials, which are nutrient sources of mung bean extract and lecithin, were more effective than other the mixtures. Leaf spraying with the mixture of Pseudomonas fluorescens significantly showed the highest insecticidal power in vivo for 24 hours after treatment. The effect of spraying mixture was more than 50% at 2000 times dilution, and the spraying concentration of 90% or more showed a dilution of up to 500 times. Our results indicated that the nutrient sources of microbe act as a key antimicrobial metabolite in biocontrol of insect pests, and mixing with plant extracts can provide synergistic effects as an optimal usage of the biocontrol agents.

The green peach aphid, Myzus persicae Sülzer, is an important sap-sucking pest of many plants, including Chinese cabbage. The objective of this study was therefore (1) to determine the effects of sublethal concentrations of afidopyropen, sulfoxaflor, and spirotetramat on adult longevity and the fecundity of M. persicae, and (2) to study the feeding behavior of M. persicae on Chinese cabbage leaves treated with various concentrations of these three insecticides. Longevity and total fecundity of M. persicae adults were decreased at concentrations higher than LC30. Feeding behavior analyses using an electrical penetration graph showed that sublethal concentrations of afidopyropen, sulfoxaflor, and spirotetramat had significant effects on the duration of phloem ingestion.

There is growing interest in the various functions of urban green spaces that can improve urban resilience. Urban green spaces have an important role in wildlife habitat, climate and hydrological control, and recreation and outdoor activities. The connectivity of a green space network is known to control urban resilience by minimizing the disturbance caused by urbanization and climate change and strengthening the adaptation capacity. In this study, we analyzed the social-ecological network characteristics of green space in the city of Jeonju, South Korea. To analyze the ecological network, we defined wildlife habitat as the ecological node and used an index based on graph theory. We defined residential area as the social node, and we analyzed the accessibility of green space from the residential area to assess the social network. The results indicate that the green spaces in Jeonju are highly connected in the social and ecological perspectives on the fringe of the city. However, our founding also indicated that the social and ecological connectivity of the green space network in the downtown area should be improved. This study can be used as a basis for establishing an Urban Open Space Conservation Plan that considers the improvement of urban resilience in the future.

본 연구는 마지에서 마유 추출시 천연 항산화제인 건조 녹차잎을 다양한 농도로 첨가하여 추출공정 및 저장기간동안 지방산패 특성을 관찰하고자 하였다. 마유의 품질특성을 식품공전에 고시되어 있지 않지만 산가, 과산화물과, TBA가, 요오드화가 등의 품질특성관찰을 통해 다른 종류의 식용유지의 규격과 비교하여 보았다. 또한 천연 항산화 제인 녹차잎 첨가로 인해 추출 및 저장시 지방산패를 어느 정도 방지할 수 있는지 확인 가능하였다. 지방산조성 분석 을 통해 마유의 포화지방산 및 불포화지방산 조성 변화도 관찰하였다. 따라서 본 연구를 통하여 최근 이용도가 높아 지는 마유의 기준 규격마련을 위한 기초자료로 사용 가능할 것으로 판단된다.

Green crowdfunding – fundraising for green initiatives – has become a growing source of alternative finance for sustainable entrepreneurs. The current paper explores the business model of green crowdfunding from three perspectives, i.e. funders, founders and platform. We pay special attention to how green crowdfunding extends consumers‘ involvement in sustainable economy.

Energy is a major input for overall socio-economic development. With fossil fuels expected to get exhausted in another 40 years or so, renewable sources of energy have emerged as an alternative to fossil fuels. India with an area of almost 328 million hectares is the 7th largest country in the world producing 450-500 million tonnes of biomass per year as per EAI. As per a recent report almost 200 million tonnes of household and agro processing waste annually generated in India are disposed-off in a dispersed manner. Also, there are about 63 million ha waste land in the country, out of which about 40 million ha area can be developed for use. Additionally Urban, municipal and industrial wastes alone have a roughly 1700 MW potential of cheap and affordable power generation. The research work illustrates a specific case for North East India as to how this can be achieved through an innovative entrepreneurial approach for generation of green energy from biomass waste.

The study of environmental behavior is widespread in the literature. However, while substantial consideration has been given to home environmental behaviors and sustainable consumption, far less research has focused on workplace environmental behaviors. The values-beliefs-norms (VBN) model is a framework that has been utilized to examine environmental behavior but the model has rarely been applied to a workplace setting. This paper examines the “4Rs” (reducing use, reusing, repurposing, and recycling) of workplace environmental conserving behaviors, based on Ones and Dilchert’s (2013) taxonomy, along with all elements of the VBN framework. This research identifies relationships between these variables via a quantitative methodology. In doing so, this study presents a new and important application of the VBN framework to employee pro-environmental behavior and suggests potential directions for using related interventions and communications to improve environmental behavior in organizations.

Environmental issues, especially water and air pollution, are harmful results from an overconsumption of fossil fuels as well as various industrial sewage water discharge. Nowadays, environment friendly purchasing behaviour of consumers has been regarded as an effective method for alleviating environmental problems. Due to concerns about the natural environment, consumers show favourable attitude towards environment friendly products, and as a result, are more likely to purchase green products. However, consumers’ green purchasing behaviour varies across nations and cultures. This study aims to reveal how the endorsement of cultural values influences the green purchasing behaviour of Chinese consumers. As consumers’ lifestyle is deeply rooted in culture values, this study examines the mediating effects of four different dimensions of lifestyle. Meanwhile, environmental knowledge is considered as a moderating variable in order to investigate the relationship between cultural values and green purchasing intention. Data is collected from Chinese consumers. Empirical results reveal that the Chinese cultural values (specifically, the Doctrine of the Mean) is positively associated with green purchasing intention, while leadership and development consciousness play mediating roles. The moderating effects of environmental knowledge are found in the influence of leadership as well as development consciousness on green purchasing intention. The findings of this study have academic contributions and practical implications. Manufacturers and retailers can effectively adapt marketing strategies to cultural peculiarities to increase profitability and competitiveness.

We investigate how two concurrent multimodal sensory primes affect consumers’ evaluation of green products. More specifically, we study how an action of physical cleansing—which enables consumers to smell cleaning scents and offers them a sensation of physical cleanliness—influence their subsequent green detergent choices. Based on the theory of embodied cognition (Barsalou, 2008), we theorize that the two sensory inputs can simultaneously prime morality and cleaning effectiveness—two related yet different concepts—, which can be diagnostic for green product evaluations. The results of two studies show that both the cleaning effectiveness and the primed morality affect how consumers judge a green detergent. On the one hand, consumers infer how effective the detergent is from its scent strength and artificiality – the milder and the more natural the scent is perceived to be, the ―greener‖ and the less effective the detergent is judged to be compared to a regular, non-green alternative. On the other hand, the act of physical cleansing primes the sense of moral superiority of consumers relative to ―others.‖ The consumers who feel morally superior to others then underestimate how attractive the green detergent is going to be to ―other consumers‖ in the market (i.e., to the rest of the market). Our research contributes to both the psychophysiology and the green marketing literature. Regarding the former, we demonstrate a novel multisensory interaction effect by investigating how the brain deals with two competing primed concepts at the same time. Regarding the latter, our findings explain why making people feel moral does not always promote green or ethical consumption (Khan & Dhar, 2006; Mazar & Zhong, 2010). Apart from the account of moral licensing, we further identify that self-based green choices are largely utilitarian and driven by a pragmatic self-interest rather than by morality.

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

Introduction With awareness of the importance of environmental protection, encouragement of green consumption has been an important part of the Chinese government's efforts to promote sustainable development. Green consumption is similar to the concept of environmental responsible consumption, which refers to individual’s behavior with a consideration of the environmental impacts in the process of purchasing, using and disposing of various products, or use of various green services (Stern, 1999). Previous studies tried to predict pro-environmental behavior with social-psychological factors, such as values, attitudes and beliefs. However, researches about the relationship between environmental attitudes and behaviors do not produce consistent results. Some prove that they are positive related, and others argue that their relationship is very weak. Studies have testified that lots of consumers declare that they concern about the environmental situation, but hesitate to pay for green products due to this affect (Chang, 2011). Advancing knowledge about the motivations and obstacles that shape intention and behavior of green consumption is important. The theory of planned behavior (TPB) (Ajzen, 1991) is appropriate as an initial framework for studies investigating consumers’ pro-environmental behaviors. With the inclusion of a new construct perceived behavioral control, the explanatory ability of this model is strengthened. However, simple adoption of this model does not give us deep insight into consumers’ behavior. Later studies apply TPB in different contexts (e.g. Paul, Modi, Patel, 2016; Mancha & Yoder, 2015; Han, Hsu, Sheu, 2011). The mechanism of how attitude, norms and perception of behavioral control are formed may differ in different circumstances, which is still under research especially in China. The purpose of this paper is to (a) identify applicability of TPB model in predicting green purchasing intention and behavior in China and capture which factor including attitude, perceived behavioral control and norm is the most influential determinant; (b) to examine the most useful psychological and situational antecedents, which indirect influence consumers’ green purchase behavior through the factors in TPB framework. Literature Review and Hypothesis Development Green products refer to those produced with consideration of less harm to the ecological environment such as air, water and land. Green purchase behavior should be considered as a typical socially conscious behavior that is different from other types of consumer behaviors, which can deliver instant personal gain and gratification (Kim & Choi, 2005). Most of the time, pro-environmental purchasing is future-oriented and benefits society as a whole (Author, Mccarty, & Shrum, 2001). Previous research models seek to explain green purchase behavior from two aspects of causal factors. Some emphasize intra-personal determinants from within and others may stress that from outside. However, a single consideration of any one set of these factors will weaken the interpretation of consumers’ green consumer behavior. The research model of this study is based on the most influential TPB framework. Some significant psychological and situational factors are integrated into the framework with the purpose of further understanding Chinese consumers’ purchase behavior. Theory of planned behavior According to the TPB model, individual’s decision making is oriented by a rational evaluation of behavioral consequences (Bamberg & Moer, 2007). The intention to perform a behavior, is considered as the central factor in the TPB model (Tarkiainen & Sundqvist, 2005). Attitude toward the behavior, subjective norm about the behavior, and perceived behavioral control regarding the performance of the behavior are three principal factors that determine behavioral intention. H1: Intention to buy green product has a positive relationship with the green purchase behavior. Attitude refers to individuals' beliefs about the outcomes of the behavior together with an evaluation of the importance of these outcomes. Consumers who feel positive toward green products and have agreement on their environmental goodness will most likely to consider buying products with pro-ecological features. H2a: Attitude toward buying green product is positively associated with the intention to perform green purchase behavior. Subjective norm refers to the responses of important reference group (e.g. family members, close friends) to a particular behavior. Some scholars argue that “subjective norm” is the weakest component in the TPB model when predicting behavioral intentions due to its feature of both self and social interest (Armitage & Conner, 2001; Bagozzi et al., 2000). In this study, “moral norm” instead of “subjective norm” is proposed as a direct predictor of intention toward green purchasing. Moral norm indicates individual’s perception that whether performing a certain behavior is morally correct or not (Ajzen, 1991). H2b: Moral norm regarding buying green product is positively associated with the intention to perform green purchase behavior. Perceived behavioral control is an individual’s perception about if performing a particular behavior is easy or difficult. People tend to be more involved in behaviors that are considered to be easier to realize than what they think is difficult and have less control (Bamberg & Moer, 2007). H2c: PBC of buying green product is positively associated with the intention to perform green purchase behavior. Psychological antecedents of attitude Environmental concern indicates consumers' awareness about environmental issues and people’s worry that the human intervention will have threat to the environment (Kim & Choi, 2005). Literatures reveal an indirect relationship between ecological affect and actual behavior. Bang et al. (2000) concludes that environmental concern has indirect effect on purchase intention through the influence of consumer’s attitude toward paying a premium for renewable energy. The emotional responses to ecological problems help consumers to create a positive attitude toward green purchase behavior. H3a: Environmental concern is positively associated with the attitude toward green purchase behavior. Environmental knowledge represents consumers’ understanding of the environmental conditions, as well as fundamental factors that contribute to environmental change and crucial ecological effects (Pagiaslis & Krontalis, 2014). Knowledge has impact for individual’s cognitive processing. Zhao et al. (2014) confirms knowledge as one of the factors that form people’s attitudes toward environment-friendly behavior. Compared with less knowledgeable consumers, those who have more environmental knowledge incline to be more concerned about the environment, which in turn leads consumers to take attention to products’ ecological features while purchasing (Kim, Park, & Schwarz, 2010). H3b: Perceived environmental knowledge is positively associated with attitude toward green purchase behavior. In the pro-environmental behavior domain, PCE indicates to what extent consumers feel that every single person can contribute to solve environmental problems through their own efforts and their everyday purchase behavior (Straughan & Roberts, 1999).With the absence of belief that individual’s actions have observable outcome in making different solution to a problem, people will hesitate to take into action. Kim and Choi (2005) conclude that PCE has indirect effect on green purchasing through the role of ecological sensitive attitudes. H3c: PCE is positively associated with attitude toward green purchase behavior. Moral norm and subjective norm Bamberg and Moer (2007) suggest that people make use of subjective norms to determine whether a specific behavioral choice is easy to perform or whether it is beneficial. The opinions from “important others” deliver the standards for people to conform when they encounter the same situation. That is, the views about what is right or wrong from reference group will be absorbed and transformed as one’s personal moral norms (Bamberg & Moer, 2007). H4: Subjective norm is positively associated with moral norm regarding green purchase behavior. Situational factors influencing PBC Perceived availability indicates if consumers feel they can easily obtain or consume a certain product. If green products are not easy available, most consumers will not spend too much time and effort for searching. The limited availability and inconvenience in obtaining products is bound to hamper green products purchasing (Vermeir & Verbeke, 2006). H5a: Perceived availability of green product is positively associated with PBC regarding green purchase behavior. Perceived price is one of the most important factors that have impact on consumers’ decision-making of green consumption (Osterhus, 1997). Green products are generally priced higher than conventional products. However Chinese consumers who would like to pay a large premium are still in the minority. The perceived high price is a barrier that influences consumers’ perceived capability over green purchase behavior. H5b: Perceived price of green product is negatively associated with PBC regarding green purchase behavior. Information has an impact on individual’s cognitive process. It is an influential factor that leads consumer behavior change (Bator & Cialdini, 2000). Atkinson and Rosenthal confirm that eco-labels have effects on consumer’s trust and purchase intention. If consumers feel hard to recognize eco-labels and cannot understand their difference with regular ones, their perception of control will be highly influenced and the green purchase may be hindered. H5c: Perception of information provided by eco-label is positively associated with PBC regarding green purchase behavior. Methodology This research adopted the survey approach for data collection. A questionnaire that consisted of 46 items was designed according to relevant previous studies. All the items in the questionnaire use five-point Likert scale, which ranging from “strongly disagree” (1) to “strongly agree” (5). The target group of this study was consumer who is over 18 years old in the urban areas of Mainland China. An online survey was conducted for collecting data in the mid-October, 2017 and 500 samples were collected totally. After removing the disqualified questionnaires, 485 questionnaires were identified as eligible for further analysis. To testify the proposed hypotheses, the simple and multiple linear regression analyses using IBM SPSS Statistics was primarily adopted in the study. Meanwhile, the structural equation modeling (SEM) was also conducted as an alternative approach to examine the arguments. Results Firstly, the theory of planned behavior suggested by Ajzen (1991) was proved to be applicable in the green purchasing circumstance. Attitude was identified to play the most significant role in predicting the intention. The construct “moral norm” was resulted to be more predictable for green purchase intention compared with the original “subjective norm”. It indicates that in certain contexts, personal feeling of moral obligation or responsibility is more crucial and direct reason for consumer conducting ethical behaviors. Perceived behavioral control was testified as the third prediction of purchase intention. The proportion of variance explained (R2=0.546) for intention was even better compared with previous studies, which claimed that the three determinants account for between 40% and 50% of the variance in intention (Ajzen, 1991; Amireault et al., 2008; Conner & Armitage, 1998). This model revealed consumers’ mental development of their purchase intention before enacting the buying behavior. Secondly, the results testify that PCE plays as the central role in predicting attitude. Respondents who believe that their consumptions can help to reduce environmental deterioration will be much likely to hold positive attitudes toward green purchasing. Environmental concern and perceived knowledge have a considerable, but only indirect impact on consumers’ attitude. Implications for practice The results of this study suggest that consumers’ intentions to buy green products are directly predicted by attitude, moral norm and their perceived behavioral control. Firstly, enterprises in the green market need to adopt effective communication strategy to inform consumers about the advantages of environmentally friendly products in order to help consumers to develop a positive attitude to pro-environmental products. Moreover, due to the significant effect of PCE on consumer attitude, it's necessary for the government to quantify the effect of green consumption by real cases and data, so that people can perceive the effectiveness of green buying behavior in a more intuitive way. Meanwhile, companies should take more emphasis on consumer’s ability to solve the problem in a positive manner in marketing communications. Secondly, personal moral norm is also found to have direct effects on purchase green products. Thus, normative appeal is needed for creating consumers' emotional connection and should be presented in the promotion programs to stimulate green consumption. Thirdly, this study reveals that the availability is the main factor that affects consumers’ perceived behavioral control over green purchasing.

The purpose of this study is to investigate how social media and user-generated content (UGC) foster consumer engagement through the development of a good city image. Special emphasis is placed on the attitudes of potential visitors, how these attitudes affect a city’s image, and the perceived social distance between users and the authors of social media content. The study adopts a 2 x 2 experimental design in which high/low green image and high/low social distance are examined. The results suggest that a green city image has a significant effect on potential visitors’ attitude towards cities. Moreover, this study found that the effects of social media content varies according to the perceived social distance between the author of the post and potential visitors.

The purpose of this research was to examine consumers from distinct cultural groups and examine similarities and differences in their green purchase behaviors. The sample consisted of consumers from U.S.A. and South Korea and the theory of planned behavior was used as a theoretical framework to test the influence of diverse constructs on consumers’ purchase intentions toward organic cotton apparel. A total of 334 participants (164 for U.S.A. sample and 170 for South Korea sample) were recruited to examine purchase behaviors toward organic cotton apparel. Structural equation modeling (SEM) was used to test the relationship between the TPB constructs and compare the results between the two country groups. AMOS 24 and SPSS 24 were used to analyze the data. For both countries, perceived behavioral control (PBC) and descriptive norms were strong predictors of purchase intentions and injunctive norms strongly influenced attitude formation. However, the two groups showed different results regarding attitude-purchase intention, descriptive norms-attitude, and injunctive norms-purchase intentions relationship. For example, while attitude was the strongest predictor of purchase intention in the U.S.A. group, it had an insignificant effect in South Korea group. For South Korea group PBC had the strongest effect on consumers purchase intention. Multi-group SEM results showed that the difference in the chi-square statistics between the two models was significant. Significant differences were found in two structural paths: attitude → purchase intention and PBC → purchase intention. TPB provided a useful framework for explaining green purchase behaviors in both countries as PBC and descriptive norms strongly predicted consumers’ intention to purchase. However, South Koreans were more affected by the social pressure: their purchase intention were strongly influenced by both injunctive norms and descriptive norms which was in contrast to the findings from American consumers. Injunctive norms were an insignificant predictor of purchase intentions in the U.S.A. group. Injunctive norms reflect individual’s perception of whether the behavior is approved or disapproved by others while descriptive norms involve individual’s perception of whether the behavior is typically performed by others. Therefore, when Korean consumers perceive that others believe it is a good idea to purchase organic cotton apparel and when they actually see others purchasing the product, they will feel more inclined to purchase the product themselves. This result is consistent with previous research that suggest conformity is a crucial factor for people belonging to a collectivistic culture (e.g., Hofstede, 1980; Kitayama et al., 1995).

Corporations, governments, and non-profits across the world have implemented proenvironmental campaigns to promote sustainable practices. To better understand crosscultural differences in environmental persuasion, we draw on research on self-conscious emotion (Tangney & Dearing, 2002), construal level theory (Trope & Liberman, 2010), and cultural psychology (Ratner, 2000). The current research examines how the emotions of guilt and shame cause people from Eastern and Western cultures to differently perceive green advertising messages that are framed concretely or abstractly. Two hundred fifty-five undergraduate students were randomly assigned to a 2 (emotion priming: guilt vs. shame) x 2 (construal message frame: abstract vs. concrete message) x 2 (nationality: Americans vs. Koreans) between-subjects design. The results indicate that message concreteness effect is present among guilt-primed Americans and shame-primed Koreans (culturally relevant), but absent among shame-primed Americans and guilt-primed Koreans (culturally irrelevant). Theoretical and practical implications are discussed for developing global green advertising message strategies.

Consumer interest in eco-friendly fashion products has been consistent. While most relevant research emphasizes individual morals and environmental concern as the most crucial determinants to eco-friendly consumption behavior, more recent studies point out that in so doing there has been somewhat a neglectance on the importance of fundamental marketing strategies. More specifically, the crucial role of interior colors in fashion retail stores has been managerially considered something certain yet no empirical results have been found to support such a strong managerial assumption. For instance, colors such as green, blue, and brown are believed to represent natural images and are more appropriate to the eco-friendly marketing and the relevant research has been lacking. Therefore, this study attempts to explore the effect of in-store interior design colors (green versus non-green) on consumer perception of green store images. A total of 382 respondents were gathered for an online survey using differing store images as the stimulus and used for testing hypotheses. In the results, respondents exposed to store images using green interior colors reported a higher evaluation of green store image of the store. The effect is found to be significantly moderated by respondent’s environmental concern: to explain, respondents of high environmental concern are less influenced by green color interiors when they evaluate the brand’s eco-friendly image. In sum, the positive influence of green interior colors on green store image is found statistically significant, with its stronger effect for consumers of low concern. Managerial and academic discussions are provided.

As the urban population continues to increase, cities grow through the expansion of high-rise and high-density residential areas, which demand good living environments to improve citizens’ quality of life. This study is based on the apartment type proposed by Moon Soo-young(2011) in accordance with the layout pattern of green spaces in three apartment complexes located in Dalseo-gu, Daegu Metropolitan City. The purpose of this research is to discover the causes of the high nutritional rate and successful planting method, as well as to suggest a plan to improve the planting structure(general complex, built apartment). According to the study results, the green area ratio of the study was the highest with 44.7% of the total area, followed by Wolbahil state(center type) with 30.3%, and the Bible Jeongnam Town(type of arrangement around buildings) with 27.3%. Shared facility centers were placed outside the apartment buildings in common with the type of arrangement around the buildings and the type of centering arrangement, and the coverage rate in the apartment complexes increased. There are many underground parking lots in the vicinity of the buildings; the center type of the buildings and the parking lots for the disabled are located underground. In general, residents use the underground parking lot, and the ground greenery ratio is higher than other types. Through the analysis of the facilities in the complex according to the type, we found the cause of high green ratio and good planting method and suggested an improvement plan for the general and constructed apartments. In the general apartment complex improvement plan, it is possible to increase the green area by minimizing the single-story buildings such as the shared facilities center and arranging these facilities in the apartments. The number of entrances is reduced due to the connectivity between underground parking lots. Reducing the area of the road within the complex can reduce the number of green spaces. It is important that water pipes are laid mainly under broad-leaved trees and that the plant structure is multi-layered. In order to estimate the construction of the apartment, we propose a method to construct the green space in three dimensions by using methods such as wall greening and rooftop greening. It is possible to utilize enough spaces to waste through the plant materials. In the plant structure, a cluster planting was arranged and the shrubs and plants were placed in the complex.

The physiologically advantageous aspects of green tea have been identified recently and green tea has been a favorite drink of many people. Due to the increased awareness of green tea’s positive effects on human health, the demand for foods containing green tea has increased. This has led to the development of diverse green tea-related beverages; thereby many companies in Korea have put a wide variety of manufactured green tea beverages on the market. However, the components within green tea beverages have not been examined in Korea yet. In this study, we investigated the contents of the physiologically functional materials found in green tea, such as catechin, catechin gallate, epicatechin, epicatechin gallate, epigallocatecin gallate, gallocatechin gallate and caffeine. Fifty-six green tea products purchased from the local grocery stores and cafes were analyzed using high performance liquid chromatography (HPLC) analysis. As a result, all tested products contained catechin and caffeine, although the amount of each component was largely different. The total amount of catechin derivatives in the manufactured green tea beverages purchased from cafes was 263.17 mg/L, while they were 61.99 mg/L in the beverages purchased from the local grocery stores. And, to the almost samples the amount of caffeine was proportional to the amount of catechin.