Considering meat consumption's massive impact on climate change, environmental NGOs are increasingly campaigning to encourage consumers to reduce unsustainable meat consumption, i.e., to eat less and/or better meat. They usually use messages based on environmental appeals to do so. Yet, the effectiveness of such appeals in international campaigns may depend on countries as cultural beliefs influence food consumption behaviors. Therefore, in this research, we explore the effectiveness of such campaigns across 5 European countries, controlling for individual cultural orientations. Considering an environmental degradation appeal, we first show that countries have no influence on the campaign’s effectiveness, unlike specific individual cultural orientations, including masculinity and uncertainty avoidance. We replicate these results in the same 5 countries considering an alternative appeal, i.e., animal welfare. Recommendations to international NGOs managers result from these results.

송대의 연유자기는 문인취향을 근간으로 하는 청ㆍ백자와 함께 송대 도자문화를 구성하 는 중요 요소이자 송 사회의 다양함을 엿볼 수 있는 중요한 증거라 할 수 있다. 그럼에도 송대 연유자기는 명요 생산품에 비해 만듦새가 조악하여 민간 취향으로 치부되어 크게 주목 받지 못했다. 이에 본 연구는 그동안 간과되어온 송대 연유자기에 주목하여, 생산지와 제작 기술적 문제, 더 나아가 소비양상을 고찰하였다. 문인취향의 청자와 백자가 송대 도자의 주류로 자리 잡았지만, 한편으로 연유자기는 기술 적으로 唐代의 연유도기보다 진화되어 이미 일상용기를 비롯한 예기, 부장품과 명기 등에 대한 수요로 선호되었음을 알 수 있다. 당대보다 더욱 확장된 생산규모는 송 사회의 연유자 기에 대한 수요가 늘어났음을 방증하며, 소비 계층 역시 상류층부터 서민에 이르기까지 폭넓 게 사용된 점이 확인된다. 그 외 송대의 연유자기는 지역별 출토양상의 차이를 보이는데, 가령 북방은 일상용품이 주를 이룬다면, 남방은 도용과 같은 부장품의 출토가 압도적으로 많은 편이다. 특히 승려나 불상, 馬首人身ㆍ鳥首人身ㆍ人首蛇身ㆍ12지신 등 도교적 도상의 출현은 송 조정의 정치적 통치와 판단에 따라 유ㆍ불교가 조화된 사상의 확산에 따른 결과물로 이해된다. 특히 사 천지역에서 유독 도교적 도상의 출현이 많은 배경에는 도교의 발원지로써 일찍이 도교신앙이 널리 보편화된 배경을 꼽을 수 있다. 더 나아가 이곳이 남북교통로의 접전지로 당대 북방 중 원지역에서 성행했던 삼채도용 제작과 장례문화가 남방으로 이전될 수 있었고, 남북방의 문 화가 융합된 결과로 볼 수 있을 것이다.

This study researched the food culture and bean economy of the Joseon dynasty during the 16th century and according to the primary lifestyle reference『Shaemirok (瑣尾錄)』. The research analyzed the textual contents of the『Shaemirok (瑣尾錄)』. It is clear that the people of the Joseon dynasty produced more beans than grain, at a ratio of 41 to 50, respectively. The soy bean sauce consumption was split into family consumption and non-family consumption. It was evident that there was more family consumption compared to that of non-family consumption at a ratio of 7 to 3, respectively. People of the Joseon dynasty annually recorded their way of making soy sauce from 1595 to 1600. The Joseon writers edited the record six times for making meju and four times for making soy sauce. The recorded ratio displays the ingredients of soy sauce, which were: 6 Du of Mal Jang and 2 Du of salt. Mal Jang and salt had a three to one ratio, respectively. The most mentioned food was Tofu during the mid-Joseon period with fifty six mentions. The Joseon people regarded making Tofu in a Buddhist temple as a family-bonding experience. Porridge was the second most prominent food next to Tofu, among the bean-related food. Porridge appears thirty five times. There were 3 types of porridge named: bean porridge, bean powder porridge and mung bean porridge.

In this paper, the authors theorize and investigate empirically how the emerging technological developments of virtual reality convey the potential to augment future experiences of fashion consumption. This study is informed by previous studies that have discussed the role of fashion discourses and technology consumption within consumer experiences. Using the ZMET technique, the authors conducted a field study that empirically explored how virtual reality augments consumer experiences of fashion shows, hereinafter referred to as virtual fashion shows (VFS). Three themes have merged from our analysis: VFS as an agent of democratization, VFS as embodied escapism, and VFS as posthuman liminality. The implications of these findings for fashion consumer research and practice are discussed at the end.

This research analyzedconsumer culture and usage of sugar in modern times based on 12 modern popular Korean cooking books with sugar recipes. Procedures were formed via textual analysis. The outcomes of the study can be summarized in brief statements. According to「Banchandeungsok」,「Booinpilj」, and「Chosunmoossangsinsikyorijebeob」, sugar was utilized in 34 out of 663 or 5.1% of cooked foods during the 1910s to 1920s. According to books such as 「Ganpyounchosunyorijebeob」,「Ililhwalyongsinyoungyangyoribeob」,「Chosun’s cooking of the four seasons」,「Halpaengyoungoo」, 「Chosunyorijebeob」, and 「Required reading for housewife」, sugar was added to 165 out of 998 or 16.5% of cooked foods during the 1930s. According to the books like「Chosunyorihak」,「Chosunyoribeob」, and「Woorieumsik」, sugar was an ingredient in 241 out of 756 or 31.9% of cooked foods during the 1940s. Sugar depicted within the 12 modern popular Korean cooking books primarily functioned as an alternative sweetener, starch, sweet enhancer, preservative, and seasoning. Similar to illustrated sugar from modern popular Korean cooking books, sugar has continually been favored by Korean cooks starting from the 1910s with 5.1% usage, the 1930s with 16.5% usage, and the 1940s with 31.9% usage. Despite its short history, sugar’s culinary importance in Korea has been on the rise ever since the early 1900s. Although sugar is an exotic spice in Korea, it has gained social, cultural, and symbolic recognition as well as practicality within Korean food culture. Thus, it has become more internalized and familiarized as an inseparable sweetness that characterizes current Korean food.

The purpose of this study is to investigate symbolic consumption of fashion global brands and its relation to the self. This work adopts a qualitative approach and the “tripartite model of self” (Brewer & Yuki, 2007) to study brand meaning among consumers in two different cultural settings: UK and Colombia. Findings show how some meanings change among groups, addressing different self-identity needs, motivations and tensions. This work contributes to debates around international marketing strategies.

본 연구는 사회경제적 지위(socioeconomic status: SES)가 문화적 자기효능감에 미치는 직접적인 영향을, 문화예술 콘텐츠 소비향유와 문화예술 지식을 통해 각각 간접적으로 미치는 영향들과 비교 분석하였다. 이를 통해 사회경제적 지위가 어떤 경로로 통해 문화적 자기효능감을 극대화시킬 수 있는지를 살펴보았다. 본 연구는 전국 단위의 성별·연령별 비례할당에 의한 무작위 표본(N=547) 추출에 근거하여 실증 분석하였다. 연구결과, 첫째 사회경제적 지위는 문화적 자기효능감에 정(+)적 영향을 미쳤을 뿐 아니라, 문화예술 콘텐츠 소비향유와 문화예술 지식을 매개로 하여 문화적 자기효능감에 간접적으로도 정(+)적 영향을 미쳤다. 둘째, 사회경제적 지위가 문화적 자기효능감에 미치는 이들 직간접적인 영향 사이에는 유의미한 크기 차이가 없었다. 셋째, 그러나 사회경제적 지위가 문화예술 콘텐츠 소비향유 활동을 증가시키고, 이것이 문화예술 지식을 높일 경우 문화적 자기효능감은 앞서 직간접적 영향보다 더 크게 증강된다는 사실을 발견하였다. 이는 단순히 사회경제적 지위만으로 문화적 자기효능감이 극대화되지는 않는다는 것을 시사한다. 즉 문화예술 콘텐츠 소비향유 활동과 문화지식의 증가가 같이 수반돼야 한다는 것이다. 끝으로 이론적·현실적 함의를 논의하였다.

This paper aims to contribute to the existing literature about social influence on products purchase intention. Specifically, it focuses on social influence among young adults’ purchase intention for luxury products, through investigation about Macau young adults consumption culture. Three types of social influence (informational influence, utilitarian influence, and value-expressive influence) are examined in this study. In terms of product conspicuousness, two types of luxury products can be identified based on the degree to which products usage is performed in public versus private. Hypotheses include that informational influence, utilitarian influence, and value-expressive influence will be significantly and positively related to consumer purchase intention for luxury products, both publicly and privately consumed. A convenient sample of 120 Macau young adults aged 18 to 24 participated in this study. The result of Regression and Analysis of Variance indicated that consumers have been affected by different types of social influence when they purchase different types of luxury products. Value-expressive influence is significantly and positively related to purchase intention for public products. Moreover, both informational influence and value-expressive influence are significantly and positively related to purchase intention for private luxury products. However, the effects of utilitarian influence are insignificant to both public and private luxury products, which are contrary to the hypotheses specified in this study and surprising findings about contemporary Chinese culture. Additionally, female has higher intention to buy luxury products. Based on the results of this study, marketing implications and managerial insights in the luxury retail market are recommended accordingly. Future research can provide a more comprehensive perspective of social influence than the exploratory one offered in the present study.

This study investigated women's magazines and women's food consumption stories of the 1950/s. That is, it attempted to comprehend the connection between the public and private aspects of food consumption as discussed in the 1950's. The public aspect of culture was investigated using the women's magazine "Yeo-won" which reflected the social and intellectual hegemony of the time. The private aspects of culture were investigated by reviewing the daily life of women though in-depth interviews. Mass media reflected the social and intellectual hegemony and indicated that a cultivated woman who supported western food was a wise mother and a good wife, and that a woman who consumed flour-based food was a reasonable and modern consumer, ahead of her time The admiration for the U.S. and its advanced civilization through free handouts of flour and powdered milk accelerated the consumption of industrialized flour-based foods such as noodles, hardtack, and steamed bread. This lead to the rigid traditional food-eating habits of boiled rice, and side dishes changed to flour-based and processed foods. That is, food represented a cultural identity.

The purpose of this study was to understand current food consumption phenomena in the context of Korea's consumption culture and economy. For this purpose, food consumption phenomena and the underlying meaning of consumption culture were investigated. The study indicated that current food consumption phenomena were characterized by increased eating habits away from home, consuming more fast food and processed foods, westernized diet, eager for taste, and overwhelming well-being products, which could result in environmental problems as well as malign physical and mental defects. It was argued that current food consumption phenomena had been mainly affected by the commercial food industry and consumers' cultural consideration. Finally, this paper discussed several approaches to motivate consumers' awareness and how to change their food consumption culture, and further government policy efforts.

We conducted a survey on Japanese women's consciousness of food culture and their traditional food consumption by self filling-out questionnaire during January, 2000 for the period of a month, For the survey we selected 250 women residing in Kyoto, Japan. For the statistic work we used SAS package system, and t-test, X2-test and Duncan's multiple range test were also used to verify the results significance. The purpose of this survey lies in gathering a basic data on the comparative direction of Korean and Japanese women's food culture in the future 1. Comparing the preferred food purchase place, In case of Korean women, traditional market was comparatively more preferred while Japanese women relatively preferred convenience store (p〈0.001). 2. In case of Japanese women, they answered there is no difference from ordinary days on New Year's Day (71%) and Christmas (40%) while 38% answered they prepare food at home. 40% said they prepare food on parents-in-law's birthday, and 41% said no difference from ordinary days. 52% said they prepare food at home on husband's birthday. For their own birthday, 32% said yes to preparing food at home while 45% said no difference and 22.3% said eating out. For children's birthday 65% said preparing at home, 16.3% said no difference and 14.9% said eating out. 3. Comparing the conception on traditional food, Korean women answered 'complicated' (77%) most while 'simple' (5%) least, which indicates their demands for simplified recipes. In case of Japanese women, 'complicated' (44%) was most while 'scientific' (6%) was least which indicates their demands for scientific way of recipes. There were differences shown by age (p〈0.001) and the older the more said 'simple' or 'logical' (p〈0.01). 4. As the reason for the complicity of traditional food recipes, Koreans said 'too many hand skill' (60%) most while 'too many spices' (8%) least. For Japanese, 'various kind of the recipe' (55%) was most while 'too many hand skill' (7%) was least. There were significant differences shown by academic background (p〈0.01) and income(p〈0.01), and the lower the academic background, the more said 'too many spices' as the reason for the complicity in making traditional food. Generally, the lesser the income, the more tendency to say 'various kinds of the recipe'. 5. In case of Koreans, 'the recipe is difficult' (56%) was high while 'uninterested' (9%) was low in answer which showed differences by academic background (p〈0.05), and in case of Japanese, 'no time to cook' (44%) was high while 'uninterested' (7%) was low. 6. The following is the reasons for choosing traditional food as a snack for children. In case of Koreans, they answered as 'traditional food' (34%), 'made from nutrious and quality materials' (27%), 'for education' (22%) and 'suites their taste' (17%) revealing 'traditional food' is highest. In case of Japanese, it was revealed in the order of 'made from nutrious and quality materials' (36.3%), 'traditional food' (25.2%), 'suites their taste' (22.6%), 'for education' (12.8%) and 7. Comparing the most important thing for the popularization of traditional food in the world, Koreans answered 'taste and nutrition' (45%) most while 'shape and color' (6%) least. In case of Japanese, 'taste and nutrition' (75%) was answered most while 'hygienic packaging' (4%) was least. Both considered 'taste and nutrition' as most important thing for the popularization of traditional food in the world. 8. In case of Koreans, they answered they learn how to make traditional food 'from mother' (47%), 'media' (18%), 'school' (15%), 'from mother-in-law' (14%), 'private cooking school' (4%) and 'close acquaintances' (2%). In case of Japanese, they said mostly learn 'from mother', but it was also shown that the lower the academic background the lesser the tendency of learning 'from mother' but 'from school' (p〈0.001). 9. About the consumption of traditional fermented food, Koreans said they..

Purpose - This study aims to elucidate the status of women as consumers and observe their consumption trends in relation to culture. Research design, data, and methodology - Past studies of women as consumers were observed and their consumer behaviors were noted. The stigma of women in society and how it has impacted the market industries were examined. Additionally, the role of culture in consumerism for women were also reviewed and elucidated. Results - The stereotypical roles that are placed in women in society are still prevalent for the marketing industry and is reflected in their businesses. Additionally, the role of culture plays a significant role in the consumer behaviors of women and thus businesses should understand its intricate differences between countries. Fashion industry is one that plays a prominent role in women’s consumerism and the impact of culture has a prominent impact on women’s consumer habits as well. Conclusions - Additional studies should be conducted to understand the consumerisms of women in the marketing industry. Businesses should also be aware of the vastly different cultural norms of various countries and tailor to their preferences. Only through a thorough examination and understanding of the consumer behavior in women will markets be able to flourish and gain solid ground in global businesses.

본 연구에서는 현재 소비문화공간으로 대표되는 신사동 가로수길, 삼청동, 서래마을의 세 곳을 중심으로 나타나고 있는 용기정원을 조사, 분석하여 장소에 따른 용기정원의 특성을 살펴보고자 하였다. 그 결과, 신사동 가로수길은 초기 패션과 디자인 계열이 입점했던 것에서 영향을 받은 패션업종에서 가장 많이 나타났고, 원형의 테라코타 용기에 상록과 그린색의 식물을 이용하여 입구에 가장 많이 위치시켜 동선을 유도하며, 패션소품으로 활용하였다. 삼청동의 경우는 오래되고 규모가 작은 공간에 활력을 불어 넣기 위해 모든 업종에서 고루 나타났고, 목재의 직사각형의 용기에 분홍색의 초화류를 이용하여 전면하부에 많이 위치시켜 밝은 분위기를 조성하였다. 서래마을의 경우는 프랑스마을의 장소성과 관련하여 야외 테라스의 카페와 레스토랑에서 많이 나타났고, 걸이와 벽면에서 난색계열의 초화류와 덩굴식물을 주로 이용하였다. 장소는 문화적이고 지역적인 것을 기반으로 하여 나타나는 맥락적 의미로 현재 소비문화공간에서 활발하게 조성되는 용기정원의 특성 또한 영향을 받고 있으며, 이것은 다시 장소성을 만드는 데 중요한 역할을 하고 있다. 차후에 이용고객을 대상으로 용기정원이 재방문에 어떤 영향을 미치는지와 장소성 형성에 어떤 영향을 미치는지에 대한 연구가 계속 진행되어야 할 것이다.