Eco-friendly consumption is a prominent trend in the fashion industry, by which many firms attract the interest of consumers using a green marketing strategy. However, “greenwashing” (caused by distorted, exaggerated, and false information) gives rise to consumer confusion. The purpose of this study is to investigate the effect of consumer confusion and value on price sensitivity and purchase intention. Data was collected from 228 respondents using a questionnaire that was distributed to consumers living in Seoul and Kyunggi, South Korea. The data was analyzed by factor analysis, regression analysis, and Cronbach’s alpha using SPSS 23.0. The results were as follows: First, factor analysis showed the consumer value variable was significantly categorized in altruistic and self-expressive values. All variables (altruism, selfexpression, consumer confusion, price sensitivity, and purchase intention) were shown to have significantly good internal validity. Second, altruistic consumer value was shown to positively affect the purchase intention of eco-friendly fashion products, but self-expressive consumer value had no significant effect. Third, consumer confusion on eco-friendly fashion products had a negative effect on purchase intention. Fourth, altruistic and self-expressive consumer values had no effect on price sensitivity. Fifth, consumer confusion on eco-friendly fashion products positively affect price sensitivity. Sixth, price sensitivity on eco-friendly fashion products had a negative effect on purchase intention. Therefore, fashion firms should provide a certified green mark to consumers to eliminate confusion and deliver the right message without greenwashing. Moreover, fashion firms should develop green marketing strategies that are more focused on altruistic consumers.

This experiment was carried out to determine the treatment interval on neem product for control of Bemisia tabaci on eggplant using eco-friendly agriculture. We have investigated the control effect of B. tabaci, growth characteristics of eggplant, economics according to neem product treatment interval on eggplant. The longer neem processing interval tended to decrease control effect on nymphs of B. tabaci. Control effect of nymph of B. tabaci according to treatment interval of 3 days, 5 days, 7 days, 10 days, and 15 days were 96.7%, 89.7%, 76.1%, 73.4%, and 51.0%, respectively. This result was the same tendency in adult of B. tabaci control effects on eggplant. Growth characteristics of eggplant according to neem the treatment interval of 3 days, 5 days, and 7 days, was less damaged on of B. tabaci. However, the 10 days, 15 days, and untreated of neem treatment intervals were badly damaged by B. tabaci. Therefore, neem treatment interval of 3~7 days for control of B. tabaci was high control effect. However, it is considered to be the most suitable to process every seven days considering the economics and so on. The results of economic analysis from income of 7 days neem treatment interval was the most high as 19.505 thousand won per 10a and the most economical treatment for control of B. tabaci.

Purpose – This study classified consumers' value inclination to find out ways to enhance consumers' eco-friendly product purchase intention. Further, it verified the differences among eco-friendly product purchase intentions depending upon value inclination. Research design, data, and methodology – The structured model and hypotheses were established, and 202 copies of effective questionnaires were used. In order to verify the hypotheses, we used single regression analysis, multiple regression, 3-step mediating regression, and path analysis. Results – Individualism had a positive influence upon materialism, need for uniqueness, and face wants, and collectivism had a positive influence upon materialism only. Factors of self-expressive consumption inclination had a positive influence upon eco-friendly product purchase intention, and factors of value inclination also had a positive influence. Finally, self-expressive consumption inclination mediated between value inclination and eco-friendly product purchase intention. Conclusion – Consumers with individualism inclination felt the need to connect the ownership of an eco-friendly product with their extended self and, further, it was clear that not only the government but also enterprises should build up their public image regarding eco-friendly products.

In order to cope wíth change of Korean and global consumptíon trend, ít ís forecast that GAP cultívated gínseng & íts processed products, Organíc cultívated gínseng & íts processed products, Sanyangsam & íts processed products as wel/ as exístíng whíte gínseng (products), red gínseng (products), Taekuksam (products), black gínseng (products) wíll enter ínto market and customer demands wíll create new consumptíon. Eventual/y, ít ís consídered that the tíme has come for consíderíng and carryíng out together for raw materíal cultívatíon and productíon, research and development of processed products and export and dístríbutíon of domestíc and overseas market.