Certification labeling is a system which confirms the quality and appropriateness of pr oducts according to the standard set. It is usually evaluated by the third party to assure being reliability. Certification labeling can be used as one of the important sources of i nformation when consumers evaluate the products. Especially, certification labeling gi ves customers trust and confidence about products because the label can be the signali ng that the quality of the products is good. Although certification labeling influences p urchase decision making, many consumers do not trust the labels because of insufficie nt information of certification and distrust in the certifications. As consumers are becoming increasingly concerned about environment and wellbeing, manufacturers are turning a convention product into the production of a sustain able product. Sustainable certification can be environmental cues to evaluate a sustain able product based on the categorization inference. The aim of this research is the inte raction effect among sustainable cues on purchase intention. Consumers tend to perceive organic label of products as high-price. Thus, although they concern environment and well-being, they tend to purchase conventional products more than an organic product. In addition, an organic label can have a positive influence on perceived risk, and then perceived risk may affect purchase intention. However, the product with organic label including traceability may have a negative impact on perceived risk. Therefore, perceived risk can mediate the relationship between the interaction between organic label of products and traceability and purchase intention.
Internet technology now allows products and services to be purchased through online or mobile shopping. Many firms open online and mobile stores or establish social network services to meet changing customer desires. Despite the convenience of online shopping, customers are often uncertain about product quality because they cannot see or touch products. Consequently, firms may use various certifications that assure product quality such as KC in the Republic of Korea, CE in Europe, and UL in the United States. In addition, consumers are becoming increasingly concerned that the fashion industry presents threats to the environment and well-being. In response, fashion manufacturers are turning to the use of organic, eco-friendly, sustainable fabrics. Most studies about organic manufacturing have focused on the food industry, but we contend that clothing is similar to the organic food industry in the importance of certification that guarantees whether products are produced organically. In this study, we focus on how consumers rely on certification when they search for information and purchase organic clothes for infants. We discuss theoretical and practical implications of our results.
The Korean energy demand-supply policy has changed from supply-concentrated
management to demand-concentrated management with low consumption and high
efficiency. Given these policy changes, this study focuses on investigating the
marketing strategies of public policies that are necessary to execute policy effectively
and to achieve the intended effect. More specifically, this study reviews details
pertaining to the four elements of energy demand management policy: the
development and commercialization of core technologies for energy efficiency,
energy saving business growth, innovations in energy demand management, and
reasonable energy price policies. We furthermore analyze the effects of introducing an
energy-efficiency certification system to both companies and consumers via an energy
policy implementation. We find solutions to achieve the goals of the energy demand
management policy via effective marketing of the energy-efficiency certification
system. This investigation contributes to developing marketing strategies to achieve
certain public policy effects. We additionally focus on how the characteristics of an
energy-efficiency certification system—such as public benefits, brand trust and
customer value—affect customer perception and the effect of policy implementation.
According to our findings, trust in the energy-efficiency certification system and the
four elements of energy policy influence firms and consumers’ realization and are
effective at accomplishing the goals of the energy-efficiency policy. Energyefficiency
certification help firms to invest in energy-efficient facilities; such
certification also motivates reasonable energy consumption levels and the option to
select highly energy-efficient products. By employing a certification system actively
as a means of governmental policy and providing accurate energy-efficiency
information to firms and consumers, it is possible for firms to produce highly energyefficient
products and for consumers to choose efficient products. In this way,
governments, firms, and consumers are able to accomplish the goals of the policy.