In recent years, maintaining transparency has become a trend among brands, and a better level of supply chain transparency has been demonstrated to positively affect consumer environmental concern and conscious behavior. Consumers may accept transparency efforts as a signal of the brand goodwill and perceive it as a visibly sustainable effort that can convert brand trust. In the information transparency trend, eco-certification plays an important role as a tool to inform consumers about sustainability. However, facing large amounts of information, consumers spend much time filtering information, so the accuracy of the obtained information can be compromised. The Higg index is a sustainable verification platform that reveals the entire activities of supply chains. However, most consumers are facing an overload of information that could confuse their processing of any information. In this context, the present study seeks to examine the effect of business transparency to conscious consumer behavior and purchase intention. Second, this study deals with the moderating effects of sustainable knowledge on the relationship between business transparency, environmental concern, and brand trust. Third, we explore the effects of high and low level of consume knowledge of sustainability on the relationship between business transparency and brand trust. In terms of the methodology used in the present study, an off-line survey of Korean consumers was conducted. SPSS 21.0 was used for data analysis aiming to test the proposed model and research hypothesis. The mains results of this study are as follows. First, business transparency has a positive effect on environmental concern, brand trust, and consumer willingness to conscious behavior. Second, consumer sustainable knowledge has a moderating effect on business transparency for environmental concern and brand trust. Taken together, the findings of the present study provide meaningful implications for marketers by highlighting the importance of transparency and introduction of a transparent eco-certification for communication with consumers. To successfully influence consumer willingness to assume conscious behavior, brands are advised to provide standardized transparency labels, rather than complicated information.

While the luxury goods market has shown a slow growth, brands are becoming devoted when developing strategies optimized for customer’s needs in order to survive in a competitive environment. Face-to-Face (FtF) service is one of the differing strategies that luxury brands pursue in their offline in-store environment. With the advance of digital technologies such as artificial intelligence, this service is expanding also to online. Chatbot is an emerging online communication tool that offers to customers a new, unique and personalized digital service. The traditional way of measuring communication between a luxury brand and the luxury customer has been through face-to-face (FtF) interactions that customers can experience directly at the store. However, there is a lack of researches on chatbot, a new conversational agent. The aim of the present study is to identify the effects of conversational agents marketing efforts on communication outcomes. Second, within this context, the study clarifies how the service provided in-store (FtF) differs from the service provided through online store (chatbot). Last, it verifies how communication outcomes differ according to the customer’s personal traits. Online questionnaires were distributed among individuals aged 20-30 residing in Korea; thereafter, SPSS 21.0 and AMOS 18.0 were used to verify the proposed model and research hypotheses. Results show that luxury brand’s conversational agents marketing efforts have a positive effect on communication outcomes. In addition, communication outcomes that customers experience have difference for both FtF and Chatbot, as well as according to customer’s personal traits. The findings of the study provide meaningful implications for marketers, thus the conversational agents marketing efforts that customers experience in the brick-and-mortar store is also of some value in the digital context.