This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers’ control over purchase behaviors through reducing barriers generated by insufficient product information.

With the radical change of business environment, all service companies' employees are forced to provide many customers with high service quality every day, and the extra role(or organizational citizenship behavior) is more imperative than other industry. The purpose of this paper is to introduce Luthans & Kreitner's Organizational Behavior Modification(OB Mod) model to improve organizational citizenship behavior and service quality. With analyzing the relationships among target behavior(service quality), antecedents(OCB), and consequences(customer satisfaction), this paper reviewed OB Mod's 5 stages; identifying, measuring, functional analysis of the behavior, development of an intervention strategy, evaluation. This model has found to be useful in finding and improving troublesome employee behaviors in USA, but not been verified in Korea. Thus it is recommended to review the difference of organizational culture and practices before introducing the model.