본 연구는 항공사의 환경교육이 환경관심 및 환경의식적행동에 미치는 영향을 알아보고 자 하였다. 본 연구의 목적은 항공사 객실승무원을 대상으로 환경교육이 환경관심과 환경 의식적행동 간의 영향관계를 실증분석을 통하여 파악하고, 이를 통하여 항공사의 친환경경 영의 기초자료를 제공하는 것이다. 이를 달성하기 위하여, 연구대상자는 항공사 객실승무원 으로 하였다. SNS의 서베이폼을 이용하여 자료를 수집하였고, 335부의 유효 표본으로 실증 분석을 실시하였다. 가설검정에 의한 시사점을 제시하면, 첫째, 환경교육은 환경관심에 정의 방향으로 유의한 영향을 미쳤다. 둘째, 환경교육은 환경의식적행동의 구매행동, 처분행동, 사용행동에 정의 방향으로 유의한 영향을 미치며, 이 중에서 구매행동에 가장 큰 영향을 미치는 것으로 나타났다. 셋째, 환경관심은 환경의식적행동의 구매행동, 처분행동, 사용행동 에 정의 방향으로 유의한 영향을 미치는 것으로 나타났고, 이 중에서 구매행동에 가장 큰 영향을 미쳤다. 결론적으로 항공사는 환경교육을 시간, 체험, 실무에 적용되는 내용으로 강 화하면 환경관심을 제고시키고, 환경의식적행동인 구매행동, 처분행동, 사용행동을 실천하게 되어 항공사의 지속가능한 환경경영을 위한 토대가 될 수 있다. 향후 연구에서는 인구통계학적 특성과 환경교육의 매개효과와 조절효과의 규명을 통하여 항공사의 지속가능한 경영을 위한 마케팅 방안을 도출하는 연구 등이 필요하다.

본 연구는 골프연습장 이용객을 대상으로 골프 참여자의 건강신념과 환경관심도 및 운동지속에는 어떠한 관계가 있는지 규명하는데 목적이 있다. 본 연구의 목적을 달성하기 위하여 SPSS 18.0과 AMOS 18.0을 이용하여 빈도분석, 탐색적 요인분석, 확인적 요인분석, 신뢰도분석과 상관관계분석을 실시하였고 모형을 설정한 뒤 구조방적식모형(SEM)을 통하여 변인간의 인과적 관계를 규명하였다. 이상과 같은 연구 방법과 연구모형 검증을 기초로 하여 본 연구에서 도출된 결과는 다음과 같다. 첫째, 골프 참여자들의 건강 신념은 환경관심도에 정적인 영향을 미치는 것으로 나타났다. 둘째, 골프 참여자들의 환경관심도는 운동지속에 정적인 영향을 미치는 것으로 나타났다. 셋째, 골프 참여자의 건강신념은 운동지속에 정적인 영향을 미치는 것으로 나타났다. 넷째, 골프 참여자의 건강신념과 운동지속의 관계에서 환경관심도는 매개하는 것으로 나타났다. 골프참여자들이 골프를 통해 신체적, 심리적 건강효과를 증진시키고 나아가 골프 기술습득 이나 기량향상 등의 성취감을 만들어 환경관심도가 높아진다면, 보다 나은 삶의 질을 영위할 수 있을 것이다.

In recent years, maintaining transparency has become a trend among brands, and a better level of supply chain transparency has been demonstrated to positively affect consumer environmental concern and conscious behavior. Consumers may accept transparency efforts as a signal of the brand goodwill and perceive it as a visibly sustainable effort that can convert brand trust. In the information transparency trend, eco-certification plays an important role as a tool to inform consumers about sustainability. However, facing large amounts of information, consumers spend much time filtering information, so the accuracy of the obtained information can be compromised. The Higg index is a sustainable verification platform that reveals the entire activities of supply chains. However, most consumers are facing an overload of information that could confuse their processing of any information. In this context, the present study seeks to examine the effect of business transparency to conscious consumer behavior and purchase intention. Second, this study deals with the moderating effects of sustainable knowledge on the relationship between business transparency, environmental concern, and brand trust. Third, we explore the effects of high and low level of consume knowledge of sustainability on the relationship between business transparency and brand trust. In terms of the methodology used in the present study, an off-line survey of Korean consumers was conducted. SPSS 21.0 was used for data analysis aiming to test the proposed model and research hypothesis. The mains results of this study are as follows. First, business transparency has a positive effect on environmental concern, brand trust, and consumer willingness to conscious behavior. Second, consumer sustainable knowledge has a moderating effect on business transparency for environmental concern and brand trust. Taken together, the findings of the present study provide meaningful implications for marketers by highlighting the importance of transparency and introduction of a transparent eco-certification for communication with consumers. To successfully influence consumer willingness to assume conscious behavior, brands are advised to provide standardized transparency labels, rather than complicated information.

Consumer interest in eco-friendly fashion products has been consistent. While most relevant research emphasizes individual morals and environmental concern as the most crucial determinants to eco-friendly consumption behavior, more recent studies point out that in so doing there has been somewhat a neglectance on the importance of fundamental marketing strategies. More specifically, the crucial role of interior colors in fashion retail stores has been managerially considered something certain yet no empirical results have been found to support such a strong managerial assumption. For instance, colors such as green, blue, and brown are believed to represent natural images and are more appropriate to the eco-friendly marketing and the relevant research has been lacking. Therefore, this study attempts to explore the effect of in-store interior design colors (green versus non-green) on consumer perception of green store images. A total of 382 respondents were gathered for an online survey using differing store images as the stimulus and used for testing hypotheses. In the results, respondents exposed to store images using green interior colors reported a higher evaluation of green store image of the store. The effect is found to be significantly moderated by respondent’s environmental concern: to explain, respondents of high environmental concern are less influenced by green color interiors when they evaluate the brand’s eco-friendly image. In sum, the positive influence of green interior colors on green store image is found statistically significant, with its stronger effect for consumers of low concern. Managerial and academic discussions are provided.

As environmental concerns continue to grow, green supply chain management (GSCM) is attracting attention as an element of competitive advantage for companies. This study examined internal GSCM practices to show how they influenced the end-point of the supply chain from the perspective of the end-consumer. It identified the effects of environmental concerns on consumer purchasing behavior mediated by the company image of internal GSCM practices. Data were collected through an email survey of Korean consumers. Reliability and validity were verified using SPSS 18.0. Cronbach’s alpha, and confirmatory factor analysis. The results showed that environmental concerns had a positive impact on such practices, and the image of internal GSCM practices was found to have a significantly positive effect on consumer purchasing behavior. Companies will have to actively reflect environmental factors in their operational activities, and GSCM implementation will become a necessity. A positive image of internal environmental management and eco-design, which are key elements of internal GSCM practices, strengthened the company’s eco-friendly image and ultimately affected consumer purchasing behavior. This suggests that it is important for companies to evaluate their environmental attitude and make eco-friendly products from a consumer’s perspective, making it a differentiation strategy for a company in building an eco-friendly corporate image.