This study takes the perspective of a brand introducing its own second-hand products to the re-commerce market. The project finds that consumers are more willing to forgive a transgressing second-hand product compared to a new product, which leads to lower negative word-of-mouth. The relationship is mediated by the underdog effect.

From the past to the present, we are living in an age of social comparison. Above all, upward social comparison to those who are superior in terms of their social and economic status makes individuals feel psychologically deficient and threatened. As a result, individuals oftentimes exhibit compensatory consumption to relieve their unfulfilled desires such as stress, disappointment, and self-esteem deficiency by purchasing high-end products or brands (Mandel, Petrova, & Cialdini, 2006; Pettit & Sivanathan, 2011).

This study addresses the influence that the use of social media for posting travel-related content has on holiday destination choice. The study builds upon the Theory of Conspicuous Behavior and the Theory of Planned Behaviour and aims at understanding whether expected Social Return, referring to the amount of positive feedback that travel posts have on social media, is a determining factor of destination decisions. A model entailing E-Word of Mouth, Social Return, Attitudes, Subjective Norm, Perceived Control and Intention to Visit is proposed and tested with a survey of 177 respondents who had an Instagram account. Data was analyzed using Structured Equation Modelling. The results highlight that Instagram promotes social recognition attributed to e-tourists that share a travel experience considered charming and trendy. Such social recognition is tangibilized by the constructs of e-WOM and social return. The study finds that the intention to visit is impacted by e-WOM, Social Return and Subjective Norm. However, the impact of Attitudes and Perceived Behavioral Control on the Intention to Visit was not supported.

The extensive application of robots in hospitality and tourism service has transformed the original human-contact into contact-less, so it is necessary to understand the transformation of customers consumption behaviors under this new service mode. While studies have started investigating how service robots enhance the consumer autonomy, the impact of such technology on customers consumption behaviors remains largely unexplored and its underlying mechanism are still unclear. To address this issue, we explore how service robots shape customers autonomous behaviors in hospitality and tourism services. Drawing on the social impact theory, we presented an underlying process in terms of social discomfort, and reveal the boundary conditions.

In this research, we investigate the influence of Chinese consumers’ generation on the perception of “Made in China” luxury. This issue is of utmost importance for the Chinese government as Chinese consumers have now become the first luxury consumers in the world while China remains a non-legitimate dwarf in luxury manufacturing. To bridge this gap, we carried a quantitative survey involving 300 Chinese luxury consumers and tested the effect of consumers’ age on Chinese luxury products perceived luxury. Potential mediators are considered in our analyses, including consumers’ ethnocentrism and innovativeness, materialism, and cultural orientations (i.e., preference for individualism and tradition). The data are currently being collected. Our results will be discussed at the 2023 Global Marketing Conference in Seoul if this research is selected for presentation. They should help position current and future “Made in China” luxury brands and target Chinese luxury consumers.

The rise of social media has brought the existence of “foodie” and “food bloggers” in the culinary business. The word “foodie” refers to those who highly favor and engage with food and spend a substantial amount of time collecting culinary experiences and visiting famous restaurants, while a food blogger is an individual or a foodie who uses a communication platform to share recipes and passion for food through reviews based on his or her experience. Culinary businesses use food bloggers to help promote their products and encourage consumers to try their products, which are believed to be effective as the viewers or the followers tend to take their recommendations.

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

This study investigated the awareness and consumption behavior of 118 vegetarians and omnivores toward plant-based dairy alternatives. The preference and choice attribute questionnaires were compared. Significant differences were obtained between the two groups when considering the purchase experience, preference, and selection attributes of plant-based dairy alternatives. Vegetarians had more experience purchasing plant-based dairy alternative products. In both groups, environmental and animal protection were the major factors that influenced the highest response rate for purchasing plantbased dairy alternatives. The preference score of vegetarians for plant-based dairy alternative products was high, indicating that vegetarianism had a significant effect on their preference for plant-based dairy alternative products. Analysis of selection attributes revealed that price, product weight, appearance, and manufacturer were considered important by vegetarians, whereas nutritional components and labeling, manufacturing environment, composition of ingredients, and taste and texture were considered more important by the omnivores. Results of this study can be used as basic data for the future development of the fast-growing industry producing plant-based dairy alternative products.

As the demand for ready-to-eat foods continues to grow, concerns about the sodium in processed foods are also growing. In this study, a survey was conducted on the perception of low-sodium products and diffusion plans according to the type of employee (manufacturer, retailer, distributor). Of the 191 responses collected, 189 valid responses (98.9%) were analyzed. The results showed that the employees were aware of the health contribution of a low-sodium diet, labeling for low-sodium, and the promotion of low-sodium food to increase its consumption. Furthermore, retailers recognized the positive contribution of low-sodium products in terms of Environmental, Social, and Governance (ESG) management. The use of sodium substitutes was preferred as the best way to reduce sodium in ready-to-eat foods. With regard to sodium reduction in readyto- eat foods, we found that the technical factors involved were clustered by the type of business. Specifically, distributors showed a similar performance but had a lower perception of importance than retailers. Manufacturers had a lower perception of both importance and performance. In this study, we collected perceptions from employees who were working at food companies, which differed from previous research. We sought to examine the differences in the perception of sodium reduction and consumption of ready-to-eat foods across various types of employment. Furthermore, we provided specific approaches to reduce perception gaps and enhance understanding among employees.

The site used for a nuclear facility can be released after decommissioning if the results of dose estimation meet the regulatory requirements and the site release is approved by the regulatory body. RESRAD-ONSITE, developed by the Argonne National Laboratory, is a computer code used to estimate the dose to the residents on radiologically contaminated sites. The dose estimation for site release should consider various exposure pathways, including inhalation, ingestion, and external exposure. This study used RESRAD-ONSITE to evaluate the internal exposure dose and identify radionuclides due to the intake of food produced on radiologically contaminated sites. The upper limit of the clearance level of radionuclides expected to remain at the site was used as the source terms for the dose evaluation. In addition, the amount of food intake per capita was obtained from eight countries using nuclear power generation as of 2020. The default values of RESRAD were used for other parameters except for intake by type of food and source terms. As a result of the dose evaluation, the contaminated water and vegetables showed a great contribution to the exposure dose. The dose due to tritium in drinking water was highest in the third year. In addition, regarding the intake of vegetables, the internal exposure due to 90Sr was the highest in the first year.

본 연구는 농식품 소비자패널을 대상으로 설문조사를 실시하여 소비자의 소비성향에 따른 저탄소인증농산물의 소비행태를 살펴본다. 소비자의 소비성향을 윤리적 소비성향과 합리적 소비성향으로 구분하여 집단을 구성하였고, 집단 간 소비행태 차이를 분석하였다. 윤리적 소비성향 집단과 합리적 소비성향 집단 간에 저탄소 농산물 인증제의 인지도, 탄소발생 감소를 위한 노력, 탄소중립 개념 인지도 및 저탄소인증농산물에 대한 구매의도 는 유의미한 차이가 있는 것으로 나타났다. 따라서 저탄소인증농산물의 소비활성화를 위해서 합리적 소비성향을 가진 소비자들의 저탄소인증농산물 구매를 유도할 수 있는 방안을 마련할 필요가 있다.

This study aims to select eggplant cultivars adaptive to the hot temperature period greenhouse climate by water consumption, and growth performance of plants and fruits of different European eggplant cultivars, including ‘Bartok (BA)’, ‘Bowie (BO)’, ‘Black Pearl (BP)’, ‘Ishbilia (I)’, ‘Mabel (M)’, ‘Vestale (VE)’ and ‘Velia (VL)’, in substrate hydroponic cultivation under hot and humid greenhouse conditions. On the 118 DAT, the leaf number and stem dry weight were highest in ‘VL’, followed by ‘M’, and there was no significant difference in leaf dry weight among cultivars. The marketable fruit number per plant was 16.4 for ‘M’, which was higher than other cultivars, and ‘VE’ and ‘VL’ were 8.5 and 8.8, respectively. The weight per fruit was low for ‘M’ at 136 g, and the highest in ‘VE’ and ‘VL’ at 332 and 281 g, respectively. There was no significant difference in fruit production per plant. In this study, ‘M’, which has high water use efficiency and a large number of fruits, and ‘VL’, which required less quantity to water consumption for producing 200 g of fruit and had a high product weight, will have excellent adaptability in the UAE greenhouse condition.

This study analyzed the determinants that affect the purchase of ready-to-cook seafood products using the “Consumer Attitude Survey on Processed Foods” from 2018 to 2021. Dietary lifestyle, food awareness and preference survey questions were categorized, and factors affecting the purchase probability of ready-to-cook seafood were identified through a binomial logit model. The main research findings are as follows. First, consumers had higher preference for quality, safety, and new taste factors than health and price factors when purchasing HMR (Home Meal Replacement). Second, through binomial logit model analysis, the probability of purchasing ready-to-cook seafood products was low in the group pursuing taste and economy. On the other hand, the purchase probability was high in the group seeking convenience. Third, the purchase probability of ready-to-cook seafood products was higher in households with two or more persons than in single-person households. These results suggest that differentiated product development and marketing strategies should be needed for each consumer groups in the seafood convenience food market

본 연구는 코로나19 팬데믹이 한국 소비자의 패션소비지출에 미친 영향을 파악하고자, 코로나19 전후 기간에 한국 가계의 패션소비지출의 변화를 살펴보고 세대와 소득수준에 따라 그 변화를 비교하였다. 연구문제의 검증을 위해 통 계청의 가계동향자료를 토대로 2018년부터 2021년까지 가구의 소득, 소비지출액, 소비지출 중 패션소비지출액을 추출 하였고, 추출된 자료로 소득대비 패션소비지출 비율, 지출대비 패션소비지출 비율이 계산되었다. 세대는 Z세대, M세 대, X세대, 베이비부머 세대, 사일런트 세대로 구분되었고, 소득수준은 가계소득 5분위를 기준으로 해당하는 소득분위 로 구분되었다. 연구 결과, 코로나19 이후 소득대비 패션소비지출 비율은 감소하였으며 소득분위에 따라 통계적으로 유의한 차이가 나타났다. 또한 가구의 지출대비 패션소비지출 비율은 코로나19 발생 이전과 이후 기간을 비교한 결과 유의한 차이가 있었으며, 세대에 따른 차이도 유의한 것으로 나타났다. 그러나 소득분위에 따른 차이는 없었다. 가구 총지출액 중 패션소비지출이 차지하는 비율은 패션소비가 차지하는 중요도를 의미하는 것으로, 코로나19 이후 소비영 역의 중요도가 변화하였음을 나타내며, 세대에 따른 중요도의 차이가 존재하였다. 본 연구의 결과는 팬데믹 상황과 같은 소비에 영향을 미치는 거시적 환경의 변화에 따라 향후 소비의 변화를 예측하는데 도움이 될 수 있을 것이다.