For the sustainable use of fishery resources as common resources and the mitigation of conflicts with commercial fishermen, it is essential to understand recreational anglers’ participation process of environmentally responsible behaviors (ERB). This study intends to show that the effects of recreation specialization on environmentally responsible behaviors can be weakened due to the characteristics of anglers, who prefer to possess caught fish. Two different research models were tested with two data sets independently collected. The data were analyzed with structural equation modeling. The results show that consumptive orientation, which measures a degree of catching and owning fish, and fishing-specific ERBs negatively affect the relationships between recreation specialization and general ERBs as mediation variables. Implications are further discussed that regulation policies and education programs are needed to change anglers’ consumptive orientation and catch-related fishing behaviors.

최근 중국 정부는 중국의 환경오염 문제가 심각해짐에 따라 생태문명 건설이라는 새로운 국정운영 목표를 제시 하였다. 중국의 환경과 관련된 이러한 거시적 변화는 중국 소비자들의 친환경 소비에 대한 관심에도 영향을 미치고 있다. 이에 본 연구는 중국의 친환경 소비시장이 새로운 전환점을 맞이하고 있다고 판단하고, 중국 소비자의 친환경 소비행동을 설명할 수 있는 새로운 변인을 찾고자 다양한 분야의 문헌연구를 수행하였다. 그 결과 사회적 공감이라는 새로운 변인이 중국 소비자의 환경관심 및 친환경제품 구매의도에 주요한 영향을 미칠 것으로 예측하고 연구 가설을 설정하였다. 가설검증을 위해 중국의 북경, 상해, 청도에 거주하는 327명의 중국소비자들로부터 실증분석 자료를 수집하였고, 다중회귀분석법으로 분석하였다. 분석 결과는 다음과 같다. 첫째, 중국 소비자의 사회적 공감은 환경관심과 친환경제품 구매의도에 모두 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 사회적 공감의 세 하위요인인 정서적 반응, 인지적 공감, 거시적 관점수용 중 인지적 공감과 거시적 관점수용만 환경관심에 영향을 미치는 것으로 나타났다. 마지막으로, 사회적 공감의 세 하위요인인 정서적 반응, 인지적 공감, 거시적 관점수용은 모두 친환경제품 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 실증분석 결과는 중국소비자의 친환경 소비행동 연구 분야에서 사회적 공감이라는 새로운 변인의 설명력을 확인하였다는 점에서 관련 연구의 학문적 확장에 기여할 수 있을 것으로 기대된다. 또한 중국의 친환경 소비시장이 거시적․미시적 변화에 직면하고 있다는 점에서 사회적 공감이라는 새로운 변인의 확인은 중국 진출 국내기업들에게 친환경 마케팅 전략 수립의 실무적 시사점을 제공할 수 있을 것으로 기대된다.

This study was executed to deduce the factors affecting eco-friendly behaviors and attitudes, to analyse the difference of eco-friendly behaviors and attitudes between countries, and to draw the variables affecting clothing recycling behavior. The sample comprised people from the UK, China, South Korea. The results were as follows. The four factors related to eco-friendly behaviors and the five factors related to eco-friendly attitudes were derived from the results of factor analysis. In the case of eco-friendly behaviors, four eco-friendly behavior factors showed a significant difference all according to gender and country. In the case of eco-friendly attitudes, saving of natural resources for eco-friendly life, recycling for eco-friendly life, and individual preference for eco-friendly life showed a significant according to gender, also recycling for eco-friendly life, individual preference for eco-friendly life, social awareness for eco-friendly life, and company’s awareness for eco-friendly life showed a significant difference according to country. All of the variables related to clothing recycling behaviors showed the significant difference according to gender and countries. It was verified that the stronger the behaviors or attitudes for waste recycling and environmental protection, individual preference for eco-friendly life, saving of natural resources, buying eco-friendly products, and separate collection for recycling, the more positive the action to clothing recycling. The results of this study will be helpful to establish a marketing strategy for each country and to deduce a plan to attract clothing recycling form people.

본 연구는 농촌관광마을의 브랜드 자산이 장소애착 및 친환경 행동의도와의 영향 관계를 검증하고자 하였다. 농촌관광마을의 브랜드자산은 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치로 분류되었으며, 장소애착은 장소의존성, 장소정체성, 사회적 유대감으로 구분되었다. 친환경 행동의도는 단일차원으로 도출되었다. 가설검증 결과, 첫째, 농촌관광마을의 브랜드자산인 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치가 장소의존성에 모두 유의한 영향을 미치는 것으로 나타났으며, 둘째, 장소정체성은 친환경 행동의도에 유의한 영향을 미치는 것으로 분석되었으며, 장소의존성 또한 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 농촌관광마을의 브랜드자산 중 브랜드이미지와 지각된 가치가 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다.

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

This study was conducted to investigate the differences in households, parental perception, and dietary behaviors of preschool children from kindergartens with environment-friendly food service (environment-friendly food service group; EFG) versus children from kindergartens with general food service (general food service group; GFG). We sought this basic information to examine the impact of environment-friendly agricultural products in preschool food services. Age, education level, and monthly family income of the EFG were significantly higher than the GFG. The frequency of purchasing environment-friendly agricultural products was significantly higher in the EFG than the GFG, with the most frequently purchased items in both groups being vegetables. The GFG had a significantly higher perception than the EFG in the superior quality of environment-friendly agricultural products; however, a greater proportion of the GFG than the EFG thought environment-friendly products were too expensive. The most frequent reason for purchasing environment-friendly agricultural products in both groups was safety. When purchasing environment-friendly agricultural products, the most important selection factor for the majority of both groups was the label certifying quality assurance. Both groups also considered price reduction as essential for promoting environment-friendly agricultural products. In regard to parental perceptions on food service in kindergarten, the EFG had a significantly higher satisfaction with the nutritional adequacy of the menu compared to the GFG. Both groups considered food safety and health as primary reasons for using environment-friendly foods in the preschool food service, with a greater proportion of the EFG than the GFG responding this way. There were significant differences between the EFG and GFG, as the main satisfaction from using environment-friendly foods in the EFG was safety, freshness, and good hygiene, whereas the main satisfaction in the GFG was a good food service menu, freshness and good hygiene. Dietary behaviors of preschool children in the EFG were also significantly superior to the GFG. Thus, environment-friendly agricultural products have positive effects on the dietary behaviors of preschool children and should be increased in the preschool food service. Lowering prices and a strict supervision of quality assurance is also necessary to promote consumption of environment-friendly food materials.

Many consumers intend to make environmentally purchase. However, this is not always what occurs. A gap exists between consumer intentions to purchase environmentally friendly products and their actual purchase behavior. In this study, we examined the effect of situational factors such as price sensitivity, product quality perception, and label trust on the relationship between purchase intention and purchase behavior for environmentally friendly products. First, we conducted a theoretical consideration through a review of literature on price sensitivity, product quality perception, label trust, purchase intention and purchase behavior. Based on the literature review, we designed a structural model and developed the hypotheses. Next, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 213 samples were collected and the data were analyzed using a structural equation model (LISREL 8.70). The results suggest that the situational factor of label trust has a moderating effect on the relationship between purchase intention and purchase behavior for environmentally friendly products. However, price sensitivity and product quality perception have no moderating effect. This means that trust in labels is important when consumers want to buy environmentally friendly products. Although this study has some limitations, it is expected that it will positively trigger follow-up research.

The purpose of this study is to observe the influence mother's pro-environmental consumption behavior have on the adolescents' environment-friendly attitudes and adolescents' pro-environmental consumption behavior. Also by examining the variable relation, the study scopes out the effectiveness of environmental experience. For the analysis, high school students in Korea were gathered from online and multiple regression analysis, and Baron and Kenny mediation analysis were conducted among a total of 521 surveys. The main findings are as follows: First, mother's pro-environmental consumption behavior were proven to be essential factors that have influence on the adolescents’ environment-friendly attitudes. Second, mother's pro-environmental consumption behavior were proven to be essential factors that have influence on the adolescents’ pro-environmental consumption behavior. Third, mediating effect of adolescents' environment-friendly attitudes was verified in the relationship between mother's and adolescent's pro-environmental consumption behavior. The findings suggest the importance of adolescents' environment-friendly attitudes and improve adolescent's pro-environmental consumption behavior by having practice mother's pro-environmental consumption behavior.

This study was conducted to suggest some alternatives to facilitate consumers’ purchase of EAP (Environment-friendly Agricultural Products) by comparing purchasers and nonpurchasers in terms of their socio-economic characteristics, EAP purchasing behaviors and perceptions, and overall evaluation on EAP. Data were collected by 562 Gwangju citizens selected through snowball and convenient sampling procedures in 2007. Purchasers were more likely to be female, older, and in a higher income level than nonpurchasers. Purchasers, who were more knowledgeable about EAP, had a higher tendency to obtain EAP information through more diverse sources, and more relied on EAP certification mark to distinguish EAP. Purchasers were also more concerned about the safety from pesticides and had more confidence in the safety of EAP than nonpurchasers. Purchasers were more likely to perceive the importance of "facilitation of EAP’ and "providing education and information about EAP’ than nonpurchasers. Generally purchasers tended to be more satisfied with EAP and higher intention to increase their EAP purchase in the future. Implications of the results were discussed.