Due to its superior recycling characteristics, recycled-cotton has become a key material driving the eco-friendly transformation of the fashion industry. However, this transformation depends not only on material innovation in the production phase but also on consumers’ perception and acceptance of recycled-cotton fashion products. This study aims to identify the core determinants shaping consumers’ purchase intention toward recycled-cotton fashion products by analyzing how perceived consumption value dimensions influence purchase intention through behavioral attitudes and subjective norms and by testing the moderating effect of altruism. Data were collected from 280 consumers aged 20–59 years who had previous experience purchasing recycled-cotton fashion products. The mediating and moderated mediating effects were empirically verified using PROCESS Macro Models 4 and 7. The results revealed that emotional, economic, social, functional, and environmental value all exerted significant positive effects on behavioral attitudes and subjective norms and indirectly influenced purchase intention through behavioral attitudes and subjective norms. However, altruism demonstrated a significant moderating effect only on the path linking functional value to purchase intention via behavioral attitudes. These findings highlight the pivotal roles of consumption value, behavioral attitudes, subjective norms, and altruism in shaping consumers’ purchase intention for recycled-cotton fashion products and offer actionable implications for promoting the market diffusion of recycled fashion.

As the popularity of gaming has increased, the importance and effectiveness of in-game advertisements have become more relevant to marketers. However, despite this development, both marketing academics and practitioners do not fully comprehend how consumers respond to in-game advertisements. This study focuses on the dynamics associated with in-game advertisements, considering the privacy concerns and ad relevance expectations of consumers/gamers.

In 2015, the size of China’s cross-border shopping market was 97.3 billion dollars. The market increased by 63% during the last 5 years (Mun, 2016), and is expected to rise to 220 billion dollars by the year 2020. According to the e-commerce export trends of the Korea customs administration, in August 2015, the largest exporter was China (42%) and the largest export was clothing (52%) (Song, 2016). Accordingly, Korean corporations and brands are focusing on Haitao (海淘族, who enjoy cross-border online shopping) and proceeding to build customized websites and mobile platforms. Even though China's cross-border shopping is consistently growing, insufficient information is available to Chinese consumers. Hence, this research study is based on the theory of planned behavior (TPB) and analyzes the factors that influence the behavior of Chinese consumers in cross-border shopping the theory of planned behavior (TPB). The objective of this research is to identify how shopping values, subjective norms, attitudes, and perceived behavior controls influence the behavioral intention of Chinese consumers toward cross-border shopping. The respondents of this study were 20 to 30-year-old Chinese who live in first and second-tier cities in China, and have experienced cross-border shopping. Samples were collected through an online survey website, Sojump (问卷星), and 205 valid questionnaire responses were received. Reliability analysis, factor analysis and SEM (Structural Equation Modeling) were used to validate the measurement model and test the hypotheses with SPSS 21.0 and AMOS 18.0. The findings reveal that the utilitarian values and perceived behavioral controls of Chinese consumers have a positive effect on their attitudes toward cross-border shopping. Furthermore, their behavioral intentions were affected by their attitudes, and their perceived behavioral controls in cross-border shopping excluded subjective norms. The results of the study have implications for Korean fashion retailers who plan to exploit Chinese markets and for the formation of a theoretical basis for cross-border shopping.

본 연구는 한라산국립공원 탐방객들의 이용행태를 분석하고 국립공원 이용 및 관리 관련 속성에 대한 탐방객 태도를 파악함으로써 효율적인 공원관리방안 수립에 필요한 탐방객 관련 정보의 제공을 목적으로 수행되었다. 이를 위해 응답자 직접기입 방식의 설문조사가 한라산국립공원의 주 이용거점인 어리목과 영실에서 공원탐방을 마치고 귀가하는 237명의 탐방객들을 대상으로 실시되었다. 연구결과, 응답자들의 전체적인 만족도 수준은 보통수준 이상의 대체적으로 만족하는 범위로 나타났다. 국립공원을 둘러싼 다양한 관리환경요소로부터 추출한 속성들에 대한 응답 경향은 대체로 긍정적으로 나타나 한라산국립공원의 관리에 큰 문제가 없는 것으로 해석할 수 있다. 그러나 위생시설 부족과 청결 상태, 자연자원과 문화자원의 훼손문제, 입장료 및 시설사용료 부담 등의 항목은 다른 항목에 비해 탐방객 서비스 개선 차원에서 특히 공원 관리우선순위를 두어야 할 분야로 판단된다.

본 연구는 계룡산국립공원을 방문한 이용객들의 전반적이 이용형태, 이용만족도, 그리고 이용 및 관리 관련 속성에 대한 태도를 파악함으로서 효율적인 공원관리방안 수립에 필요한 기초 정보의 제공에 그 목적이 있다. 이를 위해 응답자 직접기입 방식의 설문조사가 계룔산국립공원의 3개지역 (동학사. 갑사, 신원사)를 방문한 316명의 이용객을 대상으로 실시되었다. 응답자의 사회경제적 특성은 타국립공원에서 실시된 조사결과와 유사한 경향을 보였다. 계룡산국립공원은 휴식 목적의 방문비율이 가장 높았으며, 동반자 유형에 있어서 가족동반 비율이 가장 높게 나타났다. 또한 응답자들은 도착지에서의 이용정보의 질과 제공수단에 불만족을 나타냈으며 응답자들이 현지에서 느낀 혼잡의 정도는 심하지 않은 것으로 나타났다. 이와 함께 전반적인 휴양만족도는 비교적 긍정적으로 평가되었다.

It is important to understand consumer attitudes associated with their eco-friendly behavior on account of not only environmental reasons, but also corporate aspects. In this study, we examine the relations between variables influencing eco-friendly attitudes and eco-friendly behavioral intentions, namely, recycling, reusing, and reducing (3R). We first, performed a theoretical consideration through reviews of literature on ethical identity, ethical obligation, altruism, and eco-friendly attitudes, and behavioral intentions. Based on the literature review, we designed a study model and drew hypotheses. Further, we collected data using a survey and processed them statistically in order to verify the hypotheses. A total of 265 samples were collected and the data were analyzed using a structural equation model (-LISREL 8.70). The results suggest that ethical identity and altruism significantly influence environmental attitudes. However, the effects of ethical obligations on eco-friendly attitudes are insignificant. The environmental attitudes have a significant effects on the consumer behavioral intention for recycling, reusing, and reducing. Although this study has some limitations, it is expected that it will positively trigger follow-up research.