This study utilizes social big data to investigate the factors influencing the awareness, attitude, and behavior toward vegan fashion consumption among global and Korean consumers. Social media posts containing the keyword “vegan fashion” were gathered, and meaningful discourse patterns were identified using semantic network analysis and sentiment analysis. The study revealed that diverse factors guide the purchase of vegan fashion products within global consumer groups, while among Korean consumers, the predominant discourse involved the concepts of veganism and ethics, indicating a heightened awareness of vegan fashion. The research then delved into the factors underpinning awareness (comprehension of animal exploitation, environmental concerns, and alternative materials), attitudes (both positive and negative), and behaviors (exploration, rejection, advocacy, purchase decisions, recommendations, utilization, and disposal). Global consumers placed great significance on product-related information, whereas Korean consumers prioritized ethical integrity and reasonable pricing. In addition, environmental issues stemming from synthetic fibers emerged as a significant factor influencing the awareness, attitude, and behavior regarding vegan fashion consumption. Further, this study confirmed the potential presence of cultural disparities influencing overall awareness, attitude, and behavior concerning the acceptance of vegan fashion, and offers insights into vegan fashion marketing strategies tailored to specific cultures, aiming to provide vegan fashion companies and brands with a deeper understanding of their consumer base.

본 연구는 골프웨어 브랜드 전략의 기초자료를 제공하기 위해 골프웨어 브랜드의 소비가치가 태도 및 구매행동에 미치는 영향력을 검증하는데 목적이 있다. 따라서 대한민국 국민들 중 골프웨어를 구 매했던 경험이 있는 사람들을 표본으로 선정했으며, 496부의 자료를 최종분석에 도입했다. 본 연구의 자료 처리는 빈도분석과 탐색적 요인분석 및 내적일관성을 실시했다. 더불어 연구문제를 검증하기 위해 상관분 석과 단순 및 다중회귀분석을 실시했으며, 모든 자료처리는 SPSS(ver. 21.0) 프로그램을 활용했다. 본 연구 결과, 첫 번째로 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 태도에 유의한 영향이 있는 것으로 나타났다. 둘째, 골프웨어 브랜드의 태도가 구매행동에 유의한 영향을 미치는 것으로 나타났다. 셋 째, 골프웨어 브랜드의 소비가치가 쾌락성, 심미성, 상징성 순으로 구매행동에 유의한 영향이 있는 것으로 나타났다.

In ethical consumerism, the issue of ethical attitudes not translating to ethical behaviors has been highly debated. While previous studies attribute this attitude-behavioral mismatch to the lack of education, hypocrisy, or low commitment, we propose a novel approach of applying Moral Foundation Theory (MFT) to account for the phenomenon. MFT identifies two dimensions of morality: individualizing moral foundations (INDI) which focuses on justice and harm, and binding moral foundations (BIND) which emphasizes authority and loyalty. Using responses from more than 4,000 consumers from four culturally and regionally diverse markets, we investigate the differing roles of moral foundations in response to a scenario on a sweatshop issue of a supplier whose factory is in a developing country. We use the mediator-moderator model of MFT-anticorporate attitude-boycott behavioral intention sequence to examine the differing role of INDI and BIND. Our results show that INDI and BIND are both positively related to anticorporate attitude; However, BIND is negatively related to boycott behavioral intention while INDI is positively related. That is, consumers with a strong BIND may show an attitude-behavioral mismatch although they are highly ethical.

The attitude-behavior gap and intention-behavior gap has not been research extensively. The purpose of this study is to provide a review of moderating or mediating factors on the relationship between intention or attitude and behavior of sustainable tourism. Intention was defined as the degree of a human being’s resolve to perform a certain action. The construct ‘Intention” has been used widely in some theories like the Theory of Planned Behavior. Researchers usually include the intention construct into their research framework to explain the theoretical mechanism. Sustainable or ecological tourism education has been implemented for years and empirical evidence provides us that almost all tourists are alerted to the importance of sustainability. There is a great challenge that tourists’ behavior might not concur with their intention. Policymakers and marketers really want to know the real factors affecting the association between the intention and behavior of sustainable tourism. Tourists’ purchase intention is a rational process and is affected by safety. Tourist behavior is associated with price and service environment which is a mixture of rational and emotional considerations.

This study analyzed the effects of fashion consumers’ moral identity and empathy propensity on ethical consumption attitude and donation behavior, and the effect of ethical consumption attitude on donation behavior. The survey was conducted on consumers over the 20s who experienced the donation of fashion products, 384 responses were used for data analysis. The result showed that the internality and symbolism of moral identity had a positive effect on ethical consumption attitudes. The all factors of empathy propensity positively affected eco-friendly oriented consumption, and cognitive empathy and social empathy positively affected boycott oriented consumption. The cognitive empathy, social empathy and relational empathy positively affected community oriented consumption and practice oriented consumption. Furthermore, social empathy and relational empathy positively affected recycling oriented consumption. The eco-friendly, boycott, community, and recycling oriented consumption positively affected temporal donation. The all factors of ethical consumption attitude positively affected emotional donation, and eco-friendly, community, recycling, and practice oriented consumption positively affected material donations. The internality and symbolism of moral identity positively affected temporal and emotional donation, and the symbolism except internality positively affected material donation. The cognitive empathy, social empathy and relational empathy positively affected the temporal donation and material donation. In addition, the all factors of empathy propensity positively affected emotional donation. The results of this study will contribute to the ethical product strategy, marketing, and sustainable development of the fashion industry.

본 연구의 목적은 대학생들의 식품 안전과 관련된 인식도와 지식, 행동 등을 파악함으로써 식품의 안전성 인식도를 높일 수 있는 기초자료를 제공하기 위하여 경기도에 있는 대학에 재학 중인 252명을 대상으로 연구를 수행하였다. 식품의 안전성에 대한 관심도는 5점 만점에 3.48로 응답하여 전체적으로 높은 관심도를 보였다. 식품위생 교육 을 경험한 대상자들이 교육 경험이 없는 대상자와 비교하여 통계적으로 유의한 차이를 보이며 높은 관심도를 보였다. 유통되고 있는 식품의 안전성 인식도는 2.55로 매우 불안하게 생각하는 것을 알 수 있었다. 식품이 불안하다고 생각하는 이유는 62.3%가 식품의 생산과정에서 위생을 신뢰할 수 없기 때문이라고 응답하였다. 식품의 안전성에 불안을 느끼게하는 위해요인은 식품첨가물이 2.35로 가장 높았고, 중금속과 내분비계 장애물질이 각각 2.38로 나타났다. 식품의 위해요인들이 서로 어떤 관련성이 있는지 분석하기 위하여 상관분석을 한 결과, 통계적으로 유의하게 모든 위해요인들이 양의 상관관계를 보였다. 중금속과 잔류농약이 0.674로 가장 높았으며, 중금속과 내분비계 장애물질이 0.672로 나타났다. 유전자변형 식품과 방사 선조사 식품이 0.644로 역시 높은 상관관계를 보였다. 식품위생의 관심도 및 안전성 인식도가 식품위생 교육 참여 의사에 미치는 영향을 알아보기 위하여 다중회귀분석 결과 식품위생의 관심도는 식품위생 교육 참여 의사에 유의적으로 영향을 미치는 것으로 나타났다. 식품위생의 지식에서는 평균 63.5%의 정답률을 보였다. 정답률이 가장 낮은 항목은 채소류의 뿌리에 중금속 함량이 높다는 내용으로 38.1% 나타냈으며 식품위생 교육 경험자의 정답률이 유의적으로 높게 나타났다. 손을 씻는 행동이 3.85로 잘 지켜지고 있었으며 역시 식품위생 교육 경험자가 유의적으로 높게 나타났다. 냉동식품을 실온에서 녹이는 행동이 3.23으로 잘 지켜지지 않는 것으로 나타났다. 본 연구결과는 대학생들이 식품을 안전하지 못한 것으로 인식하고 있으며 식품위생의 관심도가 교육의 참여 의사에 영향을 미치는 것을 알수 있었다. 또한 식품위생의 교육 경험자가 식품위생의 지식이 높고 손 씻기 및 위생 상태를 확인하는 행동을 잘 지키는 것으로 나타났다. 그러므로 식품의 안전성에 대한 불안한 인식을 감소시키기 위하여 올바르고 객관적인 자료를 활용하여 체계적인 교육이 이루어져야 할 것으로 사료된다.

본 연구는 역경, 갈등, 실패, 책임감 증대, 혹은 긍정적인 사건들로부터 평정심으로 되돌아 올 수 있는 역량으로 정의되는 회복탄력성이 조직 구성원들의 태도와 행동에 구체적으로 어떠한 영향을 미치는지를 실증 연구를 통해 분석하였다. 긍정심리자본의 하나로서 최근 들어 다양한 연구가 진행되기 시작한 회복탄력성의 개념을 군 조직에 적용하여, 병사들의 회복탄력성이 그들의 군 복무 태도 및 행동에 미치는 영향을 분석하였다. 특히 이러한 과정에 있어 개인적 능력에 대한 믿음의 정도라 할 수 있는 자기효능감의 매개효과에 중점을 두고 분석하였다. 전방 지역에서 근무하는 1,034명의 육군 병사들을 대상으로 설문을 실시한 후 이를 분석에 활용하였다. 결과 변수로는 조직행동 분야에서 널리 사용되는 태도 변수인 조직몰입과 직무만족뿐만 아니라 행동 변수인 조직시민행동과 지각된 성과를 추가하여 다양한 측면에서 회복탄력성의 영향을 살펴보고자 하였다. 구조방정식 모형을 통해 이론모형과 대안모형의 적합도를 비교하여 최적 모형을 도출한 후에 가설검증을 실시하였다. 연구 결과, 구성원들의 회복탄력성은 그들의 자기효능감에 긍정적인 영향을 미치는 것으로 나타났다. 아울러 Sobel 검증과 부트스트래핑 분석을 활용하여 매개효과를 검증한 결과, 자기효능감은 회복탄력성과 군 복무 태도(조직몰입, 직무만족), 그리고 회복탄력성과 군 복무 행동(조직시민행동, 지각된 성과)의 관계를 부분 매개하는 것으로 나타났다. 연구결과를 바탕으로 시사점과 연구의 한계점 및 향후 연구방향이 논의 되었다.

This study identified fashion consumers disposal behavior and analyzed the effects of consumers pursuing values in disposal, environmental awareness, and sustainable fashion consumption attitudes in regards to fashion disposal behavior. A survey questionnaire was developed and data were obtained from 460 consumers in their 20's to 50's in Korea who had experienced fashion disposal behaviors during last 12 months. As a result, there were four different fashion disposal behaviors such as economical, practical, and social disposal as well as hoarding behaviors. Consumers pursuing values in disposal affected fashion disposal behavior. Practical and economical values had positively impacted economical disposal and hoarding behaviors. While hedonic value had a negative impact on economical disposal behavior, it had a positive impact on social disposal behavior. Also, environmental-social values had positively impacted practical and social disposal behaviors. Fashion-related environmental knowledge had positively impacted economical and practical disposal behaviors and PCE affected social disposal behavior, while environmental concerns had a negative impact on economical disposal behavior. Consumers attitude toward usedfashion items, fashion recycling, and fashion innovativeness affected all of fashion disposal behaviors. Although hoarding behavior has been an under researched area, the finding implied that hoarding behavior was affected by consumer's pursuing value in disposal and sustainable consumption attitude. Also, environmental-social values and attitudes toward used-fashion items would induce practical disposal behavior such as reuse by alteration or reform. Consumers economical and hedonic values can promote donations or exchange/resale of unwanted fashion items, which can lead to sustainable consumption.

With the ecological environment deteriorating and rapid growth of world population, sustainable issue becomes a hot issue all over the world. All the state, industry and consumer levels pay more attention to the sustainable filed. Even Kotler (2011) in his study mentioned that the need for sustainable issue means new challenges to the scholars and practitioners. This research aim to the sustainable consumption filed in China. Based on the previous studies, sustainable consumption can be summarized including clothing, food, housing and travelling is an important way to cope with the deteriorating ecological environment and the rapid growth of world population. The Chinese government attaches great importance to sustainable consumption, at the same time the government has issued many sustainable policies to promote the development of sustainable consumption concept. Environmental policies consists of three kinds of instruments (regulation instrument, economic instrument, and information instrument), but which instrument is more effective to promote people’s sustainable consumption attitude and behavior, and whether these effects will be changed or not in different context, previous studies have no clear answer. Based on the literature view, this study organized and established the concept research model. Following the logic of policy-attitude-behavior, the researchers examined the relationship among environmental policy instruments, sustainable consumption attitude and sustainable consumption behavior. Meanwhile, due to long-term orientation was an important variable to explain attitude and behavior, based on time orientation theory, this research also tested the moderating role of long-term orientation between environmental policy instruments and sustainable consumption attitude. Data were collected from Chinese residents in the medium size city, after excluding 67 invalid questionnaires, 325 questionnaires were used to analysis. Through exploratory factor analysis and confirmatory factor analysis, this study confirmed that the scales of main variables had good reliability and validity. Researchers adopted SPSS19.0 to conduct multiple regression analysis. Results showed that regulation instrument and economic instrument had significant effects on sustainable consumption attitude, but the effect of information instrument was not significant. Long-term orientation played the positive moderating role between economic instrument and sustainable consumption attitude; consumers’ sustainable consumption attitude was correlated with sustainable consumption behavior, and was as a mediator between regulation instrument, economic instrument and sustainable consumption behavior. Finally, based on the research results we give some suggestions and contributions to both academy and practice. The conclusions of this study can contribute to the enrichment of environment policy theory，time orientation theory and sustainable consumption，and can provide a certain theoretical guidance and reference for the issue of government on how to promote the development of sustainable consumption. We also point out the limitations of this study and some suggestions for further researches.

This research aims to examine the effects of national culture and leadership style on safety performance in bulk shipping companies. Survey data collected from 322 respondents working in dry bulk carriers was used, a multiple regression analysis was conducted to analyze the influence of national culture and leadership styles (i.e. transformational, passive management, and contingent reward) on safety attitude and safety behavior. The results indicate that national culture dimensions such as power distance, uncertainty avoidance, collectivism, and long-term orientation had a positive influence on safety behaviour. Long-term orientation had a positive influence on safety attitude, whereas masculinity had a negative influence on safety attitude of seafarers. Specifically, this research found that transformational leadership had a positive influence on safety attitude and safety behaviour of seafarers. Moreover, practical implication from the research findings to improve ship safety in dry bulk shipping were discussed.

This paper presents basic supporting data necessary for planning an educational intervention strategy as part of a communication strategy that would form an extensive national consensus on and enhance national understanding of irradiated foods. A survey was conducted to collect data on the knowledge, attitude, and behavior with regard to irradiated foods among community. It appeared 133 male (36.5%) and 231 women persons (63.5%). After irradiated food were analyzed, whole knowledge, attitude, and behavior standard to the irradiated food is 2.32, 11.90, and 12.92 scores respectively. The knowledge, attitude, behavior of irradiated foods according to person characteristics were analyzed. The knowledge on irradiated food was statistical difference by gender, age, education standard and occupation (p<0.05), whereas no statistical difference marriage (p>0.05). The attitude on irradiated food was statistical difference by age, education standard and occupation (p<0.05), whereas no statistical difference gender (p>0.05). The behavior on irradiated food was statistical difference by age, education standard and occupation (p<0.05), whereas no statistical difference gender and marriage (p>0.05). The coefficient of correlation of knowledge and attitude in irradiated food showed positive correlation of r=0.324 (p<0.01). The coefficient of correlation of knowledge and behavior in irradiated food showed negative correlation of r=－0.118 (p<0.05). The coefficient of correlation of attitude and behavior in irradiated food showed negative correlation of r=－0.316 (p<0.01).

With the development of industry, environmental deterioration has become a global problem. Not only national policies on environmental issues should be strengthen but also environmental consciousness of corporate and consumers should be changed. In particular, corporate should strive to develop and improve green products for sustainable development. Green advertising is one of an efficient marketing tools to sell the green product. The important role of green advertising is to awaken necessity of green product and to imprint green brand image consumer`s mind. Green advertising influencing consumer attitude plays a useful role of green purchase behavior. This study explores dynamic relationships among personal uses of green advertising, attitude toward product, and purchase behavior for green products. The purpose of research is how personal uses of green advertising effects on attitude toward green products and green purchase behavior. Consumers are exposed to a large number of advertisings so that it is important to investigate how much they trust green advertising and what aspect of green advertising affects green purchase behavior. This study tries to contribute useful insights to practitioners who need a more effective communication strategy of green advertising.

The purpose of this study was to measure the nutrition knowledge, dietary attitude, eating behavior, physical ability and locomotion of 5-year-old-children, and thereby to provide the fundamental information necessary to develop a nutritionrelated physical education program. A survey was performed on 143 5-years-old boys and 113 girls. The results were as follows. The average score in the nutrition knowledge item, was 7.22 out of a possible 10 points; in the dietary attitude item, 32.46 out of 50 points; in the eating behavior item, 26.67 out of 40 points. According to body measurement, there was a significant difference in height by gender (p＜0.05), Significant differences in muscle mass and basal metabolic rate were also observed by gender (p＜0.001). Gender also influenced the flexibility and reflexibility (p＜0.001), with significant difference in balance of the right side (p＜0.01). Although this study was limited by its cross-sectional study design, the body muscle (p＜0.05) and basal metabolic rate (p＜0.05) were observed to have a positive relation with nutritional knowledge. In addition, there was a significant positive correlation between nutritional knowledge and dietary attitude (p＜0.01). According to the results, it is necessary to develop a long-term and systematic program with the combination of nutrition and physical education to develop correct dietary habits and for the balanced growth of children.

이 연구는 부산지역 대학생들의 롯데 자이언츠 프로야구 관람의도 결정요인을 규명하고자 했다. 구체적으로 선행연구에 근거하여 구조적 환경 변인으로서 지역정체성 , 프로야구 중계방송 시청빈도 , 그리고 팀(롯데 자이언츠) 동일시 , 스폰서 그룹에 대한 태도 변인, 인간의 사회문화적 행위예측에 유용성을 보이는 계획행동이론 변인을 통해 프로야구 관람의도 결정요인을 포괄적으로 규명하고자 했다. 연구결과 첫째, 지역 정체성 변인을 구성하는 인지적 통합도와 적극적 관여도는 모 두 프로야구 관람의도에 정적인 영향을 미쳤다. 둘째, 프로야구 중계방송 시청정도 역 시 프로야구 관람의도에 정적인 영향을 미쳤다. 셋째, 롯데 자이언츠 팀 동일시의 경 우 행동적 동일시만 프로야구 관람의도에 정적인 영향을 미쳤다 . 넷째, 롯데 자이언츠 스폰서 그룹에 대한 태도는 프로야구 관람의도에 기여하지 못했다. 다섯째, 계획행동 이론 변인 중 태도와 주관적 규범은 프로야구 관람의도에 정적인 영향을 미쳤으나 , 인 지된 행위통제의 설명력은 도출되지 않았다.

This purposes of this study were to explain consumer attitudes and purchasing behaviors towards agricultural products using a social network service and to determine the influencing factors such as experience, technology ability, innovation, self-efficacy, perception of usefulness, perception of trust, attitude, purpose of purchase and individual characteristics on them. We analyzed the survey data set, using the ‘logit model’, ‘simultaneous equation model’, and ‘LISREL-Type model’ In this study, the results obtained are summarized as follows. The result for the comprehensive statement of “Trust” was the biggest influence on the purchase agricultural products using the social network service. Therefore, in order to expand agricultural e-commerce using SNS, trust should be to the fore of marketing and publicity campaigns, in order to promote and stabilize the market.

The objective of this study was to evaluate the causal relationships among environmental belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. A structural equation model was employed to assess the causal effects of constructs. The results of the study demonstrated that the structural analysis results for the data also indicated excellent model fit. The effects of environmental belief, ambivalence, and subjective norm on attitude were statistically significant. The effects of environmental belief, subjective norm and attitude on meat consumption were statistically significant. The effects of attitude on intention were statistically significant. As had been expected, intention exerted a significant effect on meat consumption. Moreover, environmental belief and ambivalence exerted significant indirect effects on meat consumption through attitude. Subjective norm exerted a significant indirect effect on meat consumption through attitude and intention. Subjective norm also exerted a significant indirect effect on intention through attitude. In developing and testing conceptual models which integrate the relationship among behavioral belief, attitude variable, behavioral intention and meat consumption, this study may approach a deeper understanding of the complex relationship among meat consumption behavior-related variables. Greater understanding of the complex relationship among meat consumption behavior-related variables can improve the practical or managerial diagnosis of the problem and opportunities for different marketing strategies including meat production and meat product development and marketing communication.