본 연구는 모든 국제규범이 단선적인 내재화 과정을 거치지 않는다는 문제의식으로부터 규범의 차별적 내재화 현상을 이해하기 위해 새로운 이론적 프레임워크를 제시하고, 이를 환경규범과 기업인권규범의 비교분 석을 통해 그 의미를 검증하였다. 이 과정에서 국제규범의 차별적 내재 화는 행위자의 전략적 역할, 다차원적 강제성, 그리고 제도적 구속의 상 호작용에 기인함을 주장한다. EU의 탄소국경조정제도(CBAM)는 강력한 규범주도자의 역할과 시장 메커니즘의 효과적 연계, 상호의존성이 높은 제도적 구속력 등을 통해 빠르게 내재화되고 있는 반면, 기업인권이행지 침(UNGPs)은 보편적인 가치에 기반한 자발적인 참여와 정치적·경제적 구속력의 미비, 집단적 제재나 네트워크 배제 등의 부재로 인해 실질적 인 내재화에 한계를 겪고 있음을 확인하였다. 이러한 연구 결과는 국제 규범의 내재화에 대한 이론적 논의를 보완하였으며, 실천적으로는 국제 규범의 성공적인 확산을 위한 조건과 메커니즘의 기초를 제공함으로써 기후변화나 인권 등 국제적인 문제의 정책 입안자들에게 체계적인 이행 메커니즘을 구축하는데 필요한 함의를 제공하였다.

As product packaging becomes an increasingly important tool for conveying brand images to consumers, eco-friendly packaging (EFP) is being extensively adopted by fashion companies. Given this trend, the need for research examining consumer responses to fashion products featuring EFP has increased. This study investigates the effects of attitude and subjective norms on consumers’ purchase intention of fashion products using EFP, and further explores the moderating roles of gender and ethical self-identity (ESI). A survey including 360 male and female consumers in their 20s and 30s was conducted, and the data were analyzed using multiple regression analysis. The results indicate that both attitude and subjective norms positively influence purchase intention. Gender moderated the relationship between subjective norms and purchase intention, with males exhibiting higher purchase intention than females when influenced by social norms. ESI also moderated the relationship between attitude and purchase intention, as well as between subjective norms and purchase intention. Individuals exhibiting higher levels of ESI showed stronger alignment between their attitudes or perceived norms and their purchase intention of EFP products. These findings provide valuable insights and establish a foundational understanding of the key determinants of purchase intention for fashion products with EFP. Furthermore, they provide theoretical insights into sustainable consumer behavior and offer practical implications for fashion marketers seeking to promote eco-conscious consumption.

The purpose of this study was to measure the causal relationships among affective belief, environmental belief, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. Structural equation model was used to measure the causal relationships among the constructs. Results of the study demonstrated that the structural analysis result for the data also indicated excellent model fit. The effects of affective belief, environmental belief and subjective norm on attitude were statistically significant. The effects of affective belief, environmental belief and subjective norm on meat consumption were statistically significant. As expected, attitude had a significant effects on behavioral intention. Moreover, attitude played a mediating role in the relationship between affective belief and meat consumption, environmental belief and meat consumption, subjective norm and meat consumption. Consumption played a mediating role in the relationship between attitude and behavioral intention. In conclusion, based on structural analysis, a model was proposed of interrelations among affective belief, environmental belief, subjective norm, attitude, meat consumption and intention. It should be noted that the original model was modified and should, preferably, be validated in future research. Other variables may be incorporated to form models that consist of new antecedent and consequence pairs.