A Study on the Awareness and Utilization of Certification Marks among College Student Consumers

Jun,Byoungho(전병호 ) 표준인증안전학회 2024 표준인증안전학회지 Vol.14 No.1

Certification is a system whereby a reputable third-party organization evaluates the ability of a product or system to meet certain standards, thereby demonstrating its conformity or excellence in quality. Certification marks are awarded to products or services that meet the criteria for conformity, providing consumers with information to actively assess the quality and functionality and guaranteeing it. Thus, certification marks play an important role by simultaneously providing quality assurance and information provision among the traditional functions of standards. These marks enable consumers to verify the certification for the products they intend to purchase, making product selection easier for them. However, awareness and utilization levels of certification marks seem to be somewhat low. In this study, the awareness and utilization levels of certification marks were analyzed among university students consumers, who are expected to lead the industry. According to the research findings, the awareness of certification marks among university student consumers was lower compared to the level of standard knowledge, and the extent to which they utilized certification marks when purchasing products and services was also not very high. However, there was a significant difference in the trust level of certification marks between consumers who checked for certification marks and those who did not. Thus, it indicated that consumers check for certification marks when purchasing products and services because they trust the certification marks. Therefore, it is imperative to prioritize increasing awareness of certification marks through education and promotion. Additionally, efforts should be made to enhance trust in certification marks by implementing efficient certification systems. 인증이란 공신력 있는 제3자 기관이 제품이나 시스템의 품질 보증 능력을 일정 기준으로 평가하여 적합성 또는 품질의 우수성을 증명하는 제도이며, 인증마크는 적합성에 부합하는 제품이나 서비스에 인증마크를 부여하고, 소비자가 능동적으로 품질 및 기능의 판단이 가능하도록 정보를 제공하고 보증할 수 있도록 하는 제도이다. 즉 인증마크는 표준의 전통적 기능 중 품질 보증 및 정보 제공의 기능을 동시에 제공하는 중요한 역할을 하는 것이다. 이러한 인증마크는 소비자로 하여금 자신이 구매하고자 하는 제품에 대한 인증을 확인할 수 있게 해주어 제품 선택을 더욱 수월하게 해준다. 인증마크의 특성에도 불구하고 인증마크에 대한 인지도 및 활용 수준은 다소 저조한 수준이다. 이에 본 연구에서는 향후 산업계를 주도할 대학생 소비자를 대상으로 인증마크에 대한 인지도와 활용 수준을 분석해 보았다. 연구 결과에 따르면 대학생 소비자의 인증마크에 대한 인지도는 표준 지식 수준에 비해 낮은 것으로 나타났으며, 제품 및 서비스 구입 시 인증마크를 활용하는 정도 역시 그리 높지 않은 것으로 나타났다. 그러나 인증마크를 확인하는 소비자와 그렇지 않은 소비자 간에 인증마크 신뢰도에 대한 유의미한 차이가 있는 것으로 나타났다. 이는 인증마크를 신뢰하기 때문에 제품 및 서비스 구입 시 인증마크를 확인하는 것으로 이해할 수 있다. 따라서 교육 및 홍보를 통해 인증마크에 대한 인지도를 높이는 방법이 우선되어야 하며, 효율적인 인증제도의 운영을 통해 인증마크에 대한 신뢰도를 높이는 방안도 강구되어야 할 것이다.

상표법상 증명표장의 보호와 사용범위

심미랑 한국경영법률학회 2013 經營法律 Vol.23 No.3

A certification mark is not used by the owner nor is it used to identify and distinguish the goods or services of any one party. Rather, it is used only on the goods and services of others and serves as a guarantee that those goods and services meet the standards set by the certification mark owner. A certification mark has been regulated by US Federal Trademark law(Lanham Act) since it had been enacted. In order to reflect the Korea-US FTA, a certification mark system was introduced in Korean Trademark law through Revision Act 2011. A certification mark is an unusual breed of mark which has been described as a "special creature" of trademark law. It performs a distinctly different function from that of a trademark, service mark or collective mark. The several special provisions which reflect the characteristics of certification marks were introduced in the Korean Trademark law. Furthermore, it is necessary to make up additional specific regulations to reflect the characteristics of the certification mark In many cases, because a certification mark is comprised of descriptive and generic marks without distinctiveness, the concrete standards for distinctiveness judgment should be complemented by cases. Also, the concept of a certification mark use to certify the quality of the product apart from a trademark use concept as an indication of source should be defined. Furthermore, to distinguish injunctions and damages for the infringements, if certification marks are used for goods as certification subjects without the permission of certification mark owner's, significant measures that can be taken by the owner of a certification mark should be regulated accurately.

DQ마크 인증제도의 시스템 소프트웨어 품질인증 수행 방안 연구

윤재형(Jae-Hyeong Yun),송치훈(Chi-Hoon Song) 한국산학기술학회 2021 한국산학기술학회논문지 Vol.22 No.2

방위사업청은 2012년부터 군수품의 우수한 기술력과 품질을 인증하기 위해 DQ마크(Defense Quality Mark) 인증제도를 운영하고 있다. 하지만, 현행 DQ마크 인증제도는 소프트웨어(Software, SW) 단독 제품의 품질을 검증할 수 없어 소프트웨어 제품에 직접 DQ마크 인증을 부여하지 못하고 있다. 그러므로 본 논문은 DQ마크 인증제도에서 소프트웨어 제품의 품질을 검증할 방안을 찾기 위해 DQ마크 인증제도의 인증심사 절차와 국내 · 외 소프트웨어 품질평가, 인증 표준을 분석하였다. 그 중 국제표준인 ISO/IEC 25000 시리즈를 따르는 GS(Good Soft) 인증제도를 DQ마크 인증제도에 적용하는 방안을 개선방안으로 제시하여 DQ마크 인증제도에서 소프트웨어 제품의 품질을 검증하여 인증을 부여할 수 있도록 인증범위의 확대를 꾀하였다. 본 논문은 DQ마크 인증제도에 GS인증제도를 도입함으로써 시스템 소프트웨어 단독 제품에 대해 DQ마크 인증을 부여할 수 있도록 기존 인증절차에서 소프트웨어 제품 품질 평가에 불필요한 절차인 공장심사의 생략과 제품심사에 GS 인증서를 제출받아 검증하는 개선된 절차를 제안했고, 부여받은 DQ마크를 활용한 방산수출의 증대와 GS인증을 통한 국방 분야 소프트웨어 제품의 품질향상을 기대한다. The DAPA (Defense Acquisition Program Administration) has been operating the DQ mark certification since 2012 to certify the superior technology and quality of munitions. On the other hand, the current DQ mark certification can not directly provide DQ mark certification to software because it is impossible to verify the quality of software alone. Therefore, this study analyzed domestic/overseas software quality evaluation/certification standards to find a way to verify the quality of software in the DQ mark certification. Among them, the method of applying the GS certification according to the international standard ISO/IEC 25000 series to the DQ mark certification was suggested as an improvement plan, and DQ mark certification verified the quality of software and provided certification. An attempt was made to expand the certification scope of DQ mark certification. This paper proposes that the DQ mark can be given to the system software by introducing GS certification to the DQ mark certification. To this end, an improved procedure for omitting the factory audit and verification by submitting a GS certificate for product evaluation is proposed. This is expected to increase defense exports using the granted DQ mark and improve the quality of defense software products through GS certification.

상표법상 증명표장에 의한 지리적 표시의 보호 고찰

이영주(Young-Ju Lee) 한국비교사법학회 2010 비교사법 Vol.17 No.2

Geographic Indication(GI) is the sign to identify a product originating from a certain region since the quality or other characteristics of a product is essentially attributable to its geographic origin. GI itself does not have inherent distinctiveness. However, when GI is used on goods for a long time, it will be able to acquire distinctive character. It is essential that the product with certification mark is managed and controlled because it is used in order to indicate specific aspects of products such as their geographical origin. The products passing the test in accordance with accredited standard are the key element of the certification mark. On account of this characteristic, many countries operate that GI could be registered in the form of certification mark under trademark Act. From the consumers' point of view, the certification mark system has a strong point such as providing an information and a standard about quality of the product and also the local brand or sign indicating certification of quality could be registered in the type of GI certification mark. However, the certification mark system has the shortcomings as difficulty of the management and control to correspond a certain standard. In Korea, the system for the protection of GI certification mark has been not introduced yet. In this situation, it will be very meaningful to examine in advance on the introduction of the GI certification mark trademark system in Korea. This study, above all, presents the explanation of the GI certification mark. And then I will review the cases of other countries about the protection of geographical name by trademark right. Finally, I will consider the applicability and the scope of protection of the GI certification mark in Korean trademark system.

화장품 패키지에 삽입된 인증마크 정보가 제품에 대한 품질평가, 신뢰, 태도, 구매의도에 미치는 영향

이주미,여은아 복식문화학회 2023 服飾文化硏究 Vol.31 No.4

This study examines the effect of cosmetic certification marks on consumer behavior. The underlying objectives of this study are threefold. First, it explores whether the certification mark inserted into the cosmetic package—such as marks denoting quality assurances, ethical practices (specifically, pertaining to animal testing), and recycling packaging—affects consumer responses. Second, it investigates whether a higher number of certification marks leads to heightened positive consumer responses. Third, it analyzes the potential moderating effect of consumers’ certification mark knowledge on the relationship between certification marks and consumer responses. In the pretest, certification marks with higher recognition were selected as stimuli, and a survey involving a total of 550 male and female consumers was conducted. The collected data were analyzed through ANOVA and post-hoc tests. The findings of this study confirm a significant difference in consumer responses to products based on the certification marks inserted in the cosmetic packaging. Compared to clusters without a certification mark, groups with two or more certifications (recycling certification + ethics certification, recycling certification + quality certification, recycling certification + ethics certification + quality certification) exhibit significant consumer responses. Second, more certification marks did not result in an increase in positive consumer responses. Third, a moderating effect of consumers’ cosmetic certification knowledge on the certification mark-consumer response relationship was not found. The findings of this study have implications for developing product promotion strategies that leverage cosmetic certification marks as a marketing tool.

인증마크에 나타난 시각정보와 신뢰성연구 - 유기농 화장품에 표시되는 인증마크를 중심으로 -

정유경 한국브랜드디자인학회 2016 브랜드디자인학연구 Vol.14 No.4

인증마크는 소비자와의 신뢰를 바탕으로 하는 시각정보이며 약속이다. 이에 유기농 화장품 인증마크는 신뢰와 보증을 바탕으로 제작되어야 한다. 유기농 화장품 시장의 지속적인 증가로 세계의 주요 국가인 미국, 유럽, 호주, 중국 등은 각국의 기준에 적합한 유기농 화장품 인증마크를 도입해 운영하고 있고, 철저한 관리 기준을 규정․시행하고 있다. 본 연구에서는 우선, 유기농 화장품 구매 시 소비자가 인증마크를 확인하는지 알아보았다. 그 결과 구매 시 유기농 화장품 인증마크의 확인여부는 해마다 점점 높게 나타나고 있었다. 연령은 30대, 직장인, 기혼인 경우, 소득이 많을수록 인증마크를 확인하는 경우가 더욱 높게 나타났다. 하지만 소비자는 마크에 대한 정확한 정보보다는 인증마크의 유무에만 집중하고 있었다. 이에 따라 세계 유기농 화장품 시장에서 높은 수요를 차지하는 8개 국가, 19개의 인증마크를 선정하여 시각정보를 분석하였다. 인증마크의 네임은 인증기관의 약자, 또는 ‘Organic', ‘Bio'등의 단어를 사용하고 있었고, 색채는 그린계열, 타이포그래피는 고딕계열 또는 고딕 변형을 사용하고 있었다. 신뢰성 분석을 위하여 인증마크의 조형요소를 기호 감성 좌표축(Taste Scale System)으로 분석한 결과, 각 국가의 섬세한 표현과 신뢰감을 주는 조형요소로 디자인되어 있음을 알 수 있었다. 본 연구의 결과를 통해 신뢰감 있는 인증마크의 감성표현 언어들은 국내 유기농 화장품의 인증마크를 디자인할 때 기초자료가 되기를 기대해 본다. Certification mark is a communication tool and commitment based on trust with consumers. So, Organic cosmetics certification marks must be built on trust and assurance. Due to the continuous increase of the organic cosmetics market, the major countries of the world such as USA, Europe, Australia, and China have adopted organic cosmetics mark conforming to the standards of each country and be stipulating and implementing strict management standards. As the organic market expands, consumers have been asked to check the certification mark when purchasing organic cosmetics. As a result, confirming the certification mark of organic cosmetics is increasing year by year but Consumers were focusing on whether there is a certification mark rather than the exact information of the mark. The 30-year-old married worker who has a large income showed more confirmation the certification mark. For this reason, we selected 19 certification marks from eight countries that have high market demand in the global organic cosmetics market, and analyzed the visual information. The name of the certification mark used the abbreviation of the certification authority which can give a trust, the words such as 'Organic', 'Bio' and color is green and the typography used the Gothic system or the Gothic system. As a result of analyzing the form factor of the certification mark with the Taste Scale System for reliability analysis, it was proved that it is designed as a molding element which gives the delicacy and confidence of each country. Through the results of this study, it is expected that the derivation of emotional expression language which gain the trust of the certification mark will become the basic data when designing certification mark of domestic organic cosmetics.

친환경인증마크가 제품에 대한 소비자의 태도와 구매의도에 미치는 영향에 관한 연구 : 환경의식 수준과 이타주의 성향의 조절효과를 중심으로

장우성,박윤서,이승인 韓國商品學會 2014 商品學硏究 Vol.32 No.4

연구목적: 본 연구는 최근 중요 소비 트랜드로 주목받고 있는 ‘웰빙(Well-being)’과 ‘로하스(LOHAS)’를 주제로, 친환경인증마크유무와 유형(로하스 인증마크 vs. 웰빙 인증마크)에 따른 소비자들의 친환경제품에 대한 태도, 구매의도와의 관계를 살펴보고, 이러한 관계가 소비자의 개인적 특성 중 친환경제품 구매 시 중요한 영향을 미칠 것으로 예상되는 소비자의 환경의식 수준과 이타주의 성향에 따라서 어떻게 조절되는가를 살펴보았다.연구 설계 및 방법론: 연구목적의 달성을 위해 친환경인증마크 유무 및 유형에 관한 설문지를 제작하였다. 설문지는 두 가지 다른 친환경인증마크 유형에 따라 두 가지 버전으로 작성되었으며, 응답한 설문 중 총 287부가 최종 분석에 활용되었다.분석 및 연구 결과: 본 연구의 실증분석 결과, 소비자들은 친환경인증마크가 부착되지 않은 제품보다 인증마크가 부착된 제품에 대해서 보다 긍정적인 태도와 높은 구매의도를 보이는 것으로 나타났다. 반면, 인증마크의 유형(로하스 인증마크 vs. 웰빙 인증마크)은 소비자들의 친환경제품에 대한 태도 및 구매의도에 차이를 주지 못하는 것으로 나타났다. 한편, 친환경인증마크 유무와 제품태도의 관계에 있어서 환경의식 수준의 조절효과는 유의하게 나타났으나, 이타주의 성향의 조절효과는 유의하지 않은 것으로 나타났다. 또한, 인증마크 유무와 소비자들의 제품에 대한 구매의도와의 관계에 있어서 환경의식 수준과 이타주의 성향의 조절효과는 모두 유의한 것으로 나타났다. 마지막으로 친환경인증마크 유형(로하스 인증마크 vs. 웰빙 인증마크)과 제품태도, 구매의도와의 관계에 있어서 환경의식 수준과 이타주의 성향의 조절효과는 모두 유의하지 않은 것으로 나타났다.시사점 및 연구의 한계점: 본 연구에서는 인증마크가 구매와 관련한 위험 지각을 감소시키고, 제품에 대한 품질의 단서로 이용되며, 더불어 구매시점에서 구매에 대한 자신감을 증대시켜 매출 증대에 기여한다는 기존의 연구결과를 지지하면서, 친환경제품을생산하고 판매하는 기업의 마케팅 담당자에게 상품에 대한 인증마크 부착의 중요성을 제시하고 있다. 향후 연구방향: 본 연구에서는 인증마크와 친환경제품에 대한 소비자 태도와 구매의도와의 관계에 있어서 단지 환경의식 수준 과 이타주의 성향만을 조절변수로 사용하였다. 하지만 향후 연구에서는 소비자에 대한 다양한 정보를 획득하기 위하여 성별, 지역,소득수준 등 다양한 인구통계학적 변수를 바탕으로 한 연구가 추가적으로 수행될 필요가 있을 것이다. 공헌점: 본 연구는 최근 친환경제품에 대한 소비트랜드를 반영하여 친환경인증마크의 유형을 나누고 환경의식과 이타주의 성향을 통해 친환경제품에 대한 소비자의 태도와 구매의도를 살펴보았다는 점에서 학문적 실무적으로 중요한 의의를 갖는다. Purpose: As consumers have recently started to become interested in environmental preservation and prefer eco-friendly products, companies are putting more effort into showing that their products are eco-friendly. A typical way to do this is to attach certification marks. Since this helps consumers make rational decisions by providing them with a type of external condition that can solve problems related to the asymmetry of information, it has important implications for both companies and consumers. Though there have been many researches related to brands or countries of origin as external conditions, researches on certification marks are relatively insufficient. Focusing on 'Well-being' and 'LOHAS' which has recently attracted a lot of attention as an essential consumption trend, this paper studied the relation between the consumers' attitude and purchase intention towards eco-friendly products in accordance with the existence and type of eco-friendly certification marks. It also examined the moderating effects of the consumers' environment consciousness and altruistic tendency that are expected to have an important influence on the consumers' purchase of eco-friendly products as individual characteristics.Design/methodology/approach: To achieve the purposes of this research, questionnaires were created according to whether or not the products have environmentally-friendly certification labeling and what types of labels are put on the products. The questionnaires were divided into two versions depending on the types of labeling and the respondents were asked to complete one of the two versions randomly. In both versions, the respondents gave responses to questions about product attitude and purchase intentions towards products without certification. Of 320 questionnaires, 287 were used for the final analysis. Results/findings: The results of the study are as follows. In the results of analyzing the influence of the existence of certification marks(products with certification marks vs. products without certification marks) on the consumers' attitude and purchase intentions towards eco-friendly products, first, consumers showed more positive attitudes and higher purchase intentions towards products with certification marks than products without certification marks. In the results of analyzing the influence ofthe type of certification marks(Well-being certification marks vs. LOHAS certification marks) on the consumers' attitude and purchase intentions towards eco-friendly products, second, the two types (Well-being and LOHAS certification marks) had no difference in influencing the consumers' attitude and purchase intentions towards eco-friendly products. In the results of examining the moderating effect of consumers' environmental consciousness level(high/low) and altruistic tendency(high/low), third, the moderating effect of the environmental consciousness level was significant in the relation between the existence of certification marks and the consumers' attitude towards products, while the moderating effect of altruistic tendency was not significant. In the relation between the existence of certification marks and the consumers' purchase intention towards products, the moderating effect of environmental consciousness level and altruistic tendency were all shown to be significant. While, fourth, the moderating effect of environmental consciousness level and altruistic tendency was not all significant in the relation between the type of certification marks and consumers' attitude as well as purchase intention. Research implications/limitations: Supporting the existing studies which found that certification marks reduce the risk perception related to purchase, and can be used as a clue of the product quality and contribute to the sales increase by increasing confidence in purchase, this study also places emphasis on the importance of attaching eco-friendly certification marks to products for the people in charge of

한ㆍ미 FTA 이행을 위한 미국의 증명표장제도 검토

김원오(Won-Oh Kim) 세창출판사 2007 창작과 권리 Vol.- No.48

Recently KORUS FTA including the Clause that "Each Party shall provide that trademarks shall include certification mark" has been concluded at the end. This article is to review on the American certification mark system as an implementation action of KORUS FTA. This article firstly studies a certification mark in general by comparing it with a trademark, service mark or collective mark. It performs a distinctly different function from that of a trademark, service mark or collective mark. It is not used by the owner nor is it used to identify and distinguish the goods or services of any one party. Rather, it is used only on the goods and services of others and serves as a guarantee that those goods and services meet the standards set by the certification mark owner. Further, this article is to address issues concerning the requirements for the registration of certification marks and the responsibilities of the certification mark owner. Under the American certification mark system, a certification mark owner is required to adhere to strict standards of enforcement and control. Improper use of the mark or failure to adequately control the use of the mark can lead to the cancellation of the registration. For the protection of geographical indication as a certification mark, there are some exceptions in registration requirements thereof. In order to introduce it into Korean trademark law system properly, the above issues are discussed or examined and proposed a desirable directions for the revision of the Korean trademark law.

국내외 농산물 인증마크에 대한 소비자 인식의 비교

박미선,이범준,함선옥,이한주 한국식생활문화학회 2014 韓國食生活文化學會誌 Vol.29 No.6

The purpose of the study is to determine how consumers perceive certification marks for agricultural products. The study examined three agricultural product certifications, such as the certification of environment-friendly agricultural products, Good Agricultural Procuts (GAP) certification mark, and United States Department of Agriculture (USDA) certification mark. A survey was utilized for data collection from adults over the age of 19 in November, 2013. A total of 390 questionnaires were distributed, and 300 of those were obtained for an analysis of the study. The results were as follows. First, consumers' awareness of, image of, and credibility on the agricultural products with the certification marks were not significantly different among the three certification marks except consumers’ awareness. Second, consumers’ purchase intentions for and willingness to pay for the agricultural products with the certification marks were not significantly different among the three certification marks. Third, these variables were not significantly different between buying group and non-buying group except consumers’ awareness. Lastly, buying group and non-buying group were significantly different only in gender and marital status. The findings offer implications to the food and food service industry regarding consumers’ purchase of certified agricultural products. Further, the study enforces the roles of food industry for environment.

연구논문 : 국내외 농산물 인증마크에 대한 소비자 인식의 비교

박미선 ( Mi Sun Park ),이범준 ( Bum Jun Lee ),함선옥 ( Sunny Ham ),이한주 ( Han Ju Lee ) 한국식생활문화학회 2014 韓國食生活文化學會誌 Vol.29 No.6

The purpose of the study is to determine how consumers perceive certification marks for agricultural products. The study examined three agricultural product certifications, such as the certification of environment-friendly agricultural products, Good Agricultural Procuts (GAP) certification mark, and United States Department of Agriculture (USDA) certification mark. A survey was utilized for data collection from adults over the age of 19 in November, 2013. A total of 390 questionnaires were distributed, and 300 of those were obtained for an analysis of the study. The results were as follows. First, consumers`` awareness of, image of, and credibility on the agricultural products with the certification marks were not significantly different among the three certification marks except consumers’ awareness. Second, consumers’ purchase intentions for and willingness to pay for the agricultural products with the certification marks were not significantly different among the three certification marks. Third, these variables were not significantly different between buying group and non-buying group except consumers’ awareness. Lastly, buying group and non-buying group were significantly different only in gender and marital status. The findings offer implications to the food and food service industry regarding consumers’ purchase of certified agricultural products. Further, the study enforces the roles of food industry for environment.