Despite a ban on international trade in parts and derivatives of endangered species, illegal killing, trading, and consumption of endangered wild animals have continued to be the major causes of their rapid decline. The numbers of some endangered species (e.g., tigers, rhinos, elephants, marine turtles etc.) have been declining at an alarming rate in recent decades due to the rising wealth and increasing desire to display their wealth in East and Southeast Asian countries, including China.

China, with its rapid growing wealthy consumers, is increasingly becoming a major market for luxury brands and products. It is believed that the growing consumption of wildlife products in China is one of the key factors in the acceleration of global extinction of endangered species. It is certainly not an easy task to reveal consumers’ true motivations behind their purchase, but is even tougher to change their behavior. In the field of wildlife conservation, despite many efforts so far have been made to de-market the consumption, the results are not encouraging. This study is designed to fill the research gap by treating ivory purchase as a type of luxury product purchase in China. Through studying the behavior and its underlying values and motivations, this research is aimed to identify effective communication strategies to curve the ivory consumption in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. A random stratified sample was obtained from an online panel in China in January 2018. Total 600 usable samples were obtained. The data analysis showed a strong and positive relationship between power distance and materialism; power distance and negative attitude toward social media. Materialism/collectivism is found a strong predicator of positive attitude toward social media and social media usage. While ivory likely buyers associate uncertainty avoidance with materialism and positive attitude toward social network, ivory purchase rejecters demonstrate a positive relationship between long term orientation and materialism; long term orientation and positive attitude toward social media. Based on the strong relationships between materialism and social media usage we found form this study, it is recommended to design a social media campaign to dissociate ivory products from social status; and to associate social status with healthier, greener alternatives (e.g., Tesla car). Advocating desired behavior (e.g., charitable works to save elephants in Africa) in social media and de-advocating the undesired behaviors by celebrities on TV (e.g., ‘No Trading - No Killing’ campaign by YaoMing) is likely to work for likely ivory buyers.

농촌진흥청 국립원예특작과학원에서는 2013년 오리엔탈-트 럼펫(OT) 종간잡종나리 ‘Milky Way’를 개발하였다. 2005년 노 란색 OT 종간잡종나리 ‘Avocado’와 백색의 오리엔탈나리 ‘Cordoba’를 각각 모본과 부본으로 화주 절단 수분법과 주두교 배법으로 14화를 인공교배하였고, 교배 후 미숙한 8개의 꼬투리 를 수확하여 배가 형성된 배주를 기내에서 배양하여 잡종을 획 득한 후 재배하였다. 육묘한 배양묘로부터 2008년 상향개화형 이며 아이보리색의 OT 종간잡종 나리 ‘OTO-08-1’ 계통을 개체 선발하였다. 2009년부터 2012년까지 선발된 계통은 자구와 인 편번식, 조직배양을 이용하여 번식 및 양구한 후 1, 2차 생육특 성검정을 실시하였다. 2013년 3차 생육특성검정 및 소비자 기 호도 평가를 수행한 결과 화색 및 화형에 대한 기호도가 높은 아이보리색(RHS, W155A)의 절화용 OT 종간잡종 나리 ‘Milky Way’를 육성하였다. 3배체의 OT 종간잡종 나리로 초장은 122.7cm로 초장신장성이 우수하였다. ‘Milky Way’의 화폭은 19.0cm이며 대조품종 ‘Yelloween’의 14.3cm에 비하여 통계적 으로 유의하게 크다. 또한 꽃잎과 잎의 폭과 길이가 대조품종에 비하여 길게 나타났다. 개화구의 구근이 22.0cm로 대구성의 특 성을 보인다. 구근의 인편번식 처리 후 인편 생성 능력을 살펴보 면 ‘Milky Way’의 경우 11.0개로 대조품종 14.0개에 비하여 낮 았으나 생성된 자구의 총 무게는 차이가 없어 자구의 개수는 작으나 개별 인편자구의 크기가 큰 것으로 판단된다.

농촌진흥청 국립원예특작과학원에서는 2000년 연한 노란색 FA종간잡종 나리 ‘Sinavro’ 와 밝은 노란색의 아시아틱 나리 ‘Bomi’를 각각 모본과 부본으로 화주 절단 수분법으로 인공교배하였고, 교배 후 미숙한 꼬투리을 수확하여 배가 형성된 배주를 기내에서 배양하여 잡종을 획득한 후 재배하였다. 육묘한 배양묘로부터 2004년상향개화형이며 약한 향기가 있는 아이보리색 FA종간잡종 나리‘FA04-52’ 계통을 개체 선발하였다. 2006년부터 2007년까지 1, 2차 생육특성검정을 실시하였으며 2008년 3차 생육특성검정 및 소비자 기호도 평가를 수행한 결과 초장 신장성이 우수하고 화색 및화형에 대한 기호도가 높은 아이보리색(GW157D)의 절화용 FA종간잡종 나리 ‘Cream Star’ 를 육성하였다. 3배체의 FA종간잡종나리로 화폭과 초장은 각각 14.2cm와 141.0cm이며 잎의 길이는 14.1cm이다. 개화구의 구주는 17.1cm로 소구 개화성의특징을 가진다.

본 연구에서는 분자마커를 이용한 목표형질분리의 효용성을 검토하였다. Ivory seed(IVS) 유전자는 bHLH 단백질을 암호화하고 있고, 꽃의 안토시아닌과 종자의 프로안토시아닌의 발현에 관여하는 애기장대의 TT8 및 페튜니아의 AN1유전자와 상동성을 가지는 유 전자로 나팔꽃의 꽃과 종자의 착색을 촉진하는 것으로 알려져 있다. 아이보리 종자로부터 화색이 full purple(FP), pale purple(PP), magenta(M) 및 pale red(PR)인 4가지 계통의 식물체가 분리되었다. 분자분 석을 통해 이 식물체 모두 ivs 유전자의 변이형질을 지니는 것으로 확인되었다. 분자마커 선발을 위해 고안 된 프라이머를 사용하여 IVS 유전자의 exon 2와 intron 5 영역을 증폭하여, ivs 대립형질인 ivs-stb 및 ivs-pwt을 야생형 IVS로부터 구분할 수 있었다. PCR 결과로 예측한 IVS 유전자의 대립형질 구성 상태는 Southern blot 분석 결과와 정확하게 일치하였다. PP 와 PR은 ivs-stb에 의한 열성 변이체였으며, M과 FP 계통은 ivs-stb 대립형질에 더하여 각각 야생형 IVS 및 ivs-pwt와의 이형접합체로 확인되었다. 본 연구에서 선발된 분자마커는 IVS 유전자의 대립형질 구분에 매 우 유용하였다.

아시아틱나리 ‘다프네(Daphne)’ 품종은 국립원예특작과학원에서 2009년에 육성되었다. 2000년 적색의 원예원 계통인A95-45(Avignon × Connecticut King)’ 를 모본으로 하고,황색의 아시아틱나리 ‘황금(Hyanggum)’ 품종을 부본으로 교배하였다. 2004년 교배실생 중에서 ‘A04-67’계통을 선발하였다. 2005년부터 2008년까지 조직배양에 의한 대량증식, 순화 및 양구를 거쳐 생육 및 특성검정을 수행하였다. 특성평가는 2009년에 ‘원교 C1-105호’로 수행되었고, 국립종자원에‘다프네’ 품종으로 출원 및 등록 되었다. ‘다프네’ 품종의 개화기는 6월 초순이다. 꽃은 상향으로 개화하고, 화색은 분홍색과 아이보리색의 복색(RHS, R61D+W115B)이다. 초장은77.8 cm이고, 꽃의 크기는 9.6 cm로 소륜이다. 꽃잎은 길이가 5.8 cm이고, 폭은 2.2 cm이다. 잎의 길이는 9 cm이고, 폭은 1.4 cm이다. 구근의 무게는 58.9 g이고, 구주는 17.2 cm이다. 주년재배를 위해서는 -1.5℃에 구근을 동결 저장하여정식시기를 달리하여 활용할 수 있다.

A new cultivars Dendranthema grandiflourm ‘Dream River’ was developed at Gyeonggi-do Agricultural Research ＆ Extension Services(GARES),Korea in 2010. The cultivar ‘Dream River’ was crossed in 2007 between ‘Geumsu’, a spray cultivar with yellow single type, and ‘Crangball’, a spray cultivar with pink single type. Trials were conducted from 2008 to 2011 for evaluations and selection of this variety, including a shading culture in summer and a retarding culture in autumn. The natural flowering time of ‘Dream River’ was late October, and year-round flowering is possible by shading or lighting treatment. After the test of specific characters from 2009 to 2011, it was finally selected and named. The cultivar has an single type flowers with ivory petals and a green flower center. The diameter of flower is 56.0mm. Numbers of flowrs per stem and petals per flower are 15.2 and 26.5, respectively. Days to flowering under the short day treatment is about 53 days in the four season. The cultivar ‘Dream River’ has ivory petal with 7.5weeks to flowering under the short day treatment.

A new spray chrysanthemum cultivar, ‘oon Festival’was released by National Horticultural Research Institute (NHRI), Rural Development Administration (RDA), Korea in 2007. A cross was made in 2002 between ‘1B1-559’ a breeding line of NHRI and ‘aeksokuk’ a spray cultivar with white petals. Trials were conducted from 2005 to 2007 for evaluation and selection of this cultivar, including shading culture in summer and retarding culture in autumn. The natural flowering time of “oon Festival”is late October, but year-round flowering is possible by shading and lighting treatment. The cultivar is semidouble type flowers with light-ivory white petals and green flower center. Flower neck and stem are very hardy. The diameter of flower is 67.5 mm. The number of flowers per stem and petals per flower is 11.5 and 100.5, respectively. The days to flowering under the short day is about 54 in autumn season.

"Pinky Smile", an Asiatic lily variety was released by the National Horticultural Research Institute (NHRI), in 2006. A cross was made between a light pink colored Asiatic lily variety "Marlene" and a white colored Asiatic lily variety "Pinguin" in 1998. Selection was made in the natural cultivation condition from the progenies derived from the cross between "Marlene" and "Pinguin" in 2000. The flower characteristics and performance of "Pinky Smile (line name was Wongyo C1-82)" were investigated from 2001 to 2005. Although its flowering time is early June, year-round cut flower production was possible by storing the bulbs at -1 or -2℃. It has unspotted, upward facing, and ivory-pink (RP62A+W155B) petals with no fragrance. The plant height is 107 cm. The width of flower is 13.9 cm. The weight and circumstance of bulb are 39.3 g and 15.4 cm, respectively. For forcing culture, it is necessary to add calcium to the fertilizer or remove side scales to prevent leaf scorch. Botrytis disease should be properly controlled especially in wet season.

A new spray chrysanthemum cultivar, 'Whitney PangPang' was released by National Horticultural Research Institute (NHRI), Rural Development Administration (RDA), in 2006. The cross was made in 2003 between '01B1-41', a breeding line of NHRI and `01B1-273', a breeding line of NHRI. The characteristics were investigated from 2004 to 2006 for the evaluation and selection of this variety, including shading culture in summer and retarding culture in autumn. The natural flowering time of "Whitney PangPang" is late October, but year-round flowering is possible by shading and illumination. It has pompon type flowers with light-ivory petals and yellow green flower center. Flower neck and stem showed very strong hardness. The diameter of flower is 5.0 cm. The number of flowers per stem is 11 and the days to flower under the short day treatment is about 56 in autumn season. "Whitney PangPang" has over 22 days of long vase life.

A new cut-Qower gerbera (Gerbera hybrida Hort.) "Noble Hugging" was renamed from 'B3-16', a seedling selectedfrom Fi Population ofa cross ofmatemal parent "Michelle", the single flower having orange ray flowers and black disc and pollenparent "Picasso", t

a new ivory white colored standard rose(Rosa hybrida Hort.) cultivar 'Nina' was developed at the Floricultural Experiment Station of Gyeongnam Agricultural Research and Extension Services(ARES) af ter seeding and line selection in 1997, and its character