The purpose of this study is to find food safety approach in the Eco-label Chain of Custody(CoC) which is only focused to traceability. Because, consumers want to be assured the certified seafood comes from sustainable fishery as well as hygienic. In order to this approach, we used Analytic Hierarchy Process(AHP) method as belows. We first understood the CoC criteria for using pair-wise comparison and analyzed and selected each Eco-label certifications and standards. Second, we carried out a survey to the targeted standard Marine Stewardship Council(MSC) CoC auditors all over the world and analyzed the priorities of food safety approach to 4 principles and 12 criteria belong the MSC CoC Standard. As the results, we found out that‘Management System’has the highest priority in the principles and ‘.Documentation’and‘Keeping Record’are the most important criteria for this approach. In addition, ‘.Training’and‘Identification’are also higher priority of criteria. So, we suggested food safety approach method for improvement of these criteria in conclusion based on discussion with specialist in this field.

Corporate association—which refers to consumers’ beliefs, knowledge, perceptions, and evaluations of a corporation—can affect consumers’ purchasing intentions. Corporate association consists of corporate ability association and corporate social responsibility association. Corporate ability association refers to a company’s product quality, corporate innovation, productivity, consumer orientation, and after service. Corporate social responsibility association, which refers to the social perspective a company has of its responsibility to society, can affect corporate image and consumers’ purchasing intentions. Eco-labeling for protecting and sustaining the environment is one of the important green marketing strategies in the fashion business that can influence corporate association and consumers’ purchasing intentions. The purpose of this study was to investigate the effect of consumers’ eco-label recognition on their corporate association and intentions to purchase eco-friendly fashion products. Questionnaires were distributed to consumers. The 263 usable questionnaires that were returned were analyzed by descriptive statistics, Cronbach’s alpha, factor analysis, regression analysis, and t-test. The results were as follows: There was a significant effect of eco-label recognition on corporate association (ability association and social responsibility association). Eco-label recognition and corporate association were found to significantly affect consumers’ purchasing intentions. Regarding the eco-friendly fashion product buying experience, there was no significant difference on corporate association and buying intention, but there was significant difference on eco-label recognition.