MZ세대의 윤리적 소비성향이 사회적 기업의 패션상품 구매의도에 미치는 영향

이상권,정인희,조윤진,Lee, Sang Kwon,Chung, Ihn Hee,Cho, Yun Jin 대한가정학회 2022 Human Ecology Research(HER) Vol.60 No.3

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

MZ세대의 윤리적 소비성향이 사회적 기업의 패션상품 구매의도에 미치는 영향

이상권,정인희,조윤진 대한가정학회 2022 Human Ecology Research(HER) Vol.60 No.3

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, <i>t</i>-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

농촌관광 사회적기업의 사회적 책임이 신뢰와 재방문의도에 미치는 영향 – 윤리적 소비성향의 매개효과-

김경희,정명철,김미희,이상영,최재웅 동북아관광학회 2019 동북아관광연구 Vol.15 No.4

본 연구의 목적은 농촌관광 사회적기업의 사회적 책임이 신뢰와 재방문의도에 미치는 영향을 분석하는 것이다. 또한 소비자의 개인적 특성인 윤리적 소비성향이 사회적책임과 신뢰 간의 관계에 매개효과를 나타내는지를 분석하고자 하였다. 사회적기업 형태로 운영되는 전국의 농촌관광마을을 방문한 방문객 481명을 대상으로 분석하였으며SPSS 20.0과 AMOS 20.0 프로그램을 이용하여 분석하였다. 분석결과 농촌관광 사회적기업의 사회적 책임은 신뢰에 영향을 미쳤으며, 신뢰는 재방문의도에 영향을 미치는것으로 나타났다. 윤리적 소비성향은 사회적 책임과 신뢰 간의 관계에서 매개효과가 있는 것으로 나타났다. 본 연구는 농촌관광 사회적기업의 사회적 책임이 소비자의 의사결정과정에 미치는 영향을 실증적으로 분석하였다는데 의의가 있다. 또한 소비자의 개인적 특성인 윤리적 소비성향의 매개효과를 규명함으로써 방문객의 특성에 따른 마케팅전략의 중요성을 제시하고 있다. 본 연구의 결과는 농촌관광 사회적기업 운영자들이 소비자의 소비성향을 고려한 촉진활동과 운영 전략을 수립하는데 있어 유용하게 활용할수 있을 것이다. The purpose of this study was to examine the relationships among CSR, trust, and revisit intentions in rural tourism destinations. Particularly, this study focused on the mediation effect of ethical consumerism tendency. Data were collected from 481 visitors by field survey from 10 social enterprises in rural tourism. SPSS 20.0 and AMOS 20.0 were used for frequency, confirmatory factor, and path analyses. The results of structural equation modeling indicate that CSR consisted of positive effects on trust, which in turn had a positive effect on revisit intentions. In addition, ethical consumerism tendency mediated the relationships between trust and revisit intentions. The results of this study displays the importance of marketing strategy according to the characteristics of visitors by identifying the mediation effect of ethical consumerism tendency as a consumers’ personal characteristic. To top it all off, the results can furthermore be useful for rural tourism social enterprise operators to establish promotion activities and operation strategies considering consumers’ ethical consumerism tendency

공정성 인지도 및 기업의 윤리적 특성이 납세성향에 미치는 영향

김순자(Kim Soon-ja),김형국(Kim Hyung-kook) 한국국제회계학회 2015 국제회계연구 Vol.0 No.62

본 연구는 기업 구성원의 공정성 인지도와 기업의 윤리적 특성이 납세태도와 납세성향에 미치는 영향을 실증 검증하였다. 연구결과를 정리하면 다음과 같다. 첫째, 공정성 인지도는 기업의 윤리적 특성에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 기업의 윤리적 특성은 납세태도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 구성원들의 공정성 인지도는 납세태도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 납세태도는 조세회피와 탈세에 부(-)의 영향을 미치는 것으로 나타났다. 이상의 연구결과를 종합하면 다음과 같다. 기업의 구성원은 공정성의 인지도가 조직의 윤리적 수준을 결정할 가능성이 크다고 할 수 있다. 따라서 구성원들은 자신이 속한 기업의 공정성을 높게 인식하면 기업의 윤리적 특성이 강화된다. 결국 공정성 인지가 높은 기업은 기업의 윤리가 높고 성실한 납세태도를 보인다는 것을 의미한다. 이러한 성실한 납세태도는 세무당국이나 조세에 대한 신뢰가 높아지게 되며, 이는 결국 조세 순응적 납세태도를 형성한다. 이로 인해 궁극적으로 납세성향(조세회피, 탈세)이 감소되는 것을 알 수 있다. 본 연구는 조직 내의 구성원이 인지하는 공정성이 기업의 윤리적 특성에 영향을 미친다는 관점에서 세법의 관점을 연결한 점에서 의의가 있다고 할 수 있다. 따라서 성실납세를 위한 세무당국의 정책과 세재의 개편은 납세자가 충분히 공정하다고 인식할 수 있는 수준에서 이루어져야 한다는 것을 제시하였다. 윤리를 통한 경영을 하는 기업에서 조세순응적인 납세태도가 나타남을 실증적으로 증명하였기 때문에 기업에서는 올바른 납세 문화의 정착을 위해 경영자의 윤리경영의식을 제고하였다. This research intended to verify the empirical relation among fairness perception, firm"s ethical characteristics, tax payer"s tax attitude and tax payment tendency. Results of this research are as follows. First, the respondent"s level of fairness perception has positive effect on firm`s ethical characteristics. Second, firm`s level of ethical characteristics has positive effect on tax payer"s payment attitude, suggesting that the higher firm"s ethical management level, the higher tax payer"s reliability to tax system, tax audit and tax authorities. Third, the level of tax payer"s payment attitude has negative effect on tax payment tendency that measured by tax avoidance and tax evasion, suggesting that the more positive tax payment attitude, the lower tax payer"s incentives to avoid tax and tax evasion. Forth, the level of the respondent"s level of fairness perception has negative effect on tax payer"s tendency that was measured by tax avoidance and tax evasion. It means that fairness perception level decreases tax avoidance or tax evasion without mediating tax payer"s payment attitude. Recently, tax avoidance and tax evasion have been frequently taking place in society. The damages caused by these tax resistances bring enormous obstruction to secure tax revenue. In this circumstance, this research provides empirical evidence on the way to reduce not only tax avoidance but also tax evasion on the aspects of tax payer"s fairness perception and firm"s ethical features. Using these results of this research, the necessity of tax authorities" policies that strengthen tax payer"s fairness perception level and firm"s ethical characteristics is more needed.

Influence of differential leadership on teachers' professional ethics: an empirical study from Chinese universities

Zhu, Yong-yue,Guo, Min-yu 서울대학교 교육연구소 2021 Asia Pacific Education Review Vol.22 No.3

In Chinese society, the teachers’ professional ethics have been considered important since ancient times and have been widely discussed. This paper aims to explore the mechanism of the infuence of diferential leadership with local cultural adapt‑ ability on college teachers’ professional ethics. A total of 403 valid responses were collected from a questionnaire survey of university teachers in many regions of China, and the data were statistically analysed by SPSS17.0 and AMOS22.0. The results showed that diferential leadership positively infuences college teachers’ professional ethics, and college teachers’ professional identity plays a mediating role between diferential leadership and teachers’ professional ethics. The efect of diferential leadership on college teachers’ professional identity and professional ethics is negatively moderated by the tendency towards collectivism, and it seems to be contrary to the national culture of Chinese, which is high in collectivism, but consistent with the strong will of college teachers and the current workplace characteristics embodied in the sample investigated. It is expected that the research results of this paper can provide theoretical guidance for the construction of teachers’ professional ethics in relevant governments and colleges.

사이버불링 경향성 진단도구 개발

윤미선 ( Mi Sun Yoon ),김명주 ( Myuhng Joo Kim ),박정호 ( Jung Ho Park ) 한국컴퓨터교육학회 2015 컴퓨터교육학회 논문지 Vol.18 No.2

본 연구는 현재 증가일로에 있는 사이버불링 예방에 도움을 주고자 사이버불링의 경향성을 측정할 수있는 높은 신뢰도와 타당성을 갖춘 평가도구의 개발을 목적으로 한다. 먼저 선행 연구를 참고하여 사이버불링의 개념을 정립하고 관련된 요인들을 추출하여 예비문항을 개발하였으며, 이후 전문가 집단을 통해 최종 판별 문항을 추출함으로써 예비 평가도구를 완성하였다. 이후 완성된 평가도구로 청소년들을 대상으로 조사를 실시하여 수집된 자료를 토대로 신뢰도, 문항타당도및 적합도, 내용구성타당도를 분석함으로써 사이버불링의 경향성을 측정할 수 있는 최종 평가도구를 개발하였다. 타당성과 신뢰도 측면에서 이 평가도구는 의미 있다고 볼 수 있으며, 앞으로 사이버불링의 경향성을 측정하는데 있어서 도움이 될 것이라 판단된다. This paper aims at developing a valid evaluation tool which has reliability to measure the tendency of cyber bullying that is on the increase recently. After setting up the concept of cyber bullying and exploring its factors by reference to advanced research, we developed the draft tool through modifying by the expert group. By conducting several surveys using this evaluation tool, we have verified the reliability and validity of our tool. And we also have developed an evaluation tool to measure its tendency. As a result, the complementary evaluation tool of cyber-bullying tendency was proposed with more advanced and accurate test.

치위생 전공학생의 윤리적 성향이 치위생전문직관과 윤리역량에 미치는 영향

홍해경 ( Hae-kyung Hong ),한경순 ( Gyeong-soon Han ) 한국치위생학회 2021 한국치위생학회지 Vol.21 No.3

Objectives: The purpose of this study was to identify the types of ethics, professional intuition, and ethical competencies of students majoring in dental hygiene and to provide appropriate dental hygiene education by confirming the relationship between them. Methods: A survey was conducted from March 2 to March 30, 2021 using a questionnaire, and the data were analyzed using chi-square test, one-way analysis of variance, and Pearson’s correlation analysis. Results: Regarding the ethics type, absolutists accounted for 36.1%, relativists for 33.8%, subjective for 16.5%, and exceptionalists for 13.5% of the respondents. Dental hygiene professional intuition scored 3.53 points, and ethical competence scored 3.52 points. The points for professional intuition and ethical competence according to the type of ethics were 3.64 and 3.61 for the absolutist, 3.55 and 3.53 for the relativist, 3.47 and 3.53 for the exceptionalist, and 3.27 and 3.37 for the subjective, respectively. The propensity of idealism showed a positive correlation with dental hygiene professional intuition and ethical competence (p<0.001). The tendency of relativism correlated with ethical competence, and ethical competence correlated with dental hygiene professional intuition (p<0.05). Conclusions: The implication of this study is that students majoring in dental hygiene must have clear and high dental hygiene professional intuition and ethical competence in order to demonstrate their potential positively. Therefore, ethics education and proper decision-making training must be included in the dental hygiene curriculum.

병원구매윤리의 인식에 관한 연구

장익선,나정미,Jang, Ik-Sun,Na, Jeong-Mi 대한경영정보학회 2007 경영과 정보연구 Vol.21 No.-

This paper deals with recognition differences about the purchasing ethics scale of hospital of Koreans and New Zealanders in order to compare the recognition differences of purchase ethics of people of two countries in the hospital management. The results are as follows : 1. From the viewpoint of recognition about the purchasing ethics scale of hospital of Koreans and New Zealanders as two examining objects, egoism tendency is the lowest and deontology tendency is the highest commonly. 2. Koreans' two separate tendencies mentioned above shows that Korean people have been influenced by Confucian culture in spite of its high speed industralization. 3. New Zealanders' two separate tendencies mentioned above shows that they have performed their duties faithfully despite the fact of New Zealand is a nation of globalization index 2. 4. Average differences between the purchasing ethics scale of hospital shows that Koreans' ethical sensitivity is somewhat higher than of New Zealanders. 5. From the viewpoint between of the purchasing ethics scale of hospital, the egoism and utilitarian scales show big differences in ethical tendencies, and deontology scale shows differences in them.

확장된 목표지향적 행동모델을 적용한 소비자 불매운동의도에 대한 영향요인 연구

장몽교 ( Meng Jiao Zhang ),이승신 ( Seung Sin Lee ),류미현 ( Mi Hyun Ryu ) 대한가정학회 2017 Human Ecology Research(HER) Vol.55 No.6

This study is to apply a goal-directed model for ethical consumption behavior and to see which factors influence consumers’ boycott intention. We identify factors related to a goal-directed model for consumers, level of ethical consumption tendency, and boycott desire; in addition, factors that affect boycott intentions were also analyzed. The results of this study are as follows. First, consumers’ boycott intentions are not high and public intention motivation is relatively low. Second, negative anticipated emotion shows an indirect effect with boycott desire as a mediator. Third, ethical consumption tendency has a significant effect on boycott desire and boycott intention. Therefore, we have to let consumers know that boycott actually shows a consumer’s right and that it is also necessary to conduct various ethical consumption education.

기업의 사회적 책임 활동이 구매의도에 미치는 영향 : 지각된 소비가치의 매개효과와 윤리적 소비성향의 조절효과를 중심으로

이호배,심경환,이철성 韓國商品學會 2014 商品學硏究 Vol.32 No.2

Purpose: This study aimed to examine how CSR activity would influence the purchasing intention. In particular, it focused on the mediating role of the perceived social and ethical consumption value as well as the moderating role of ethical consumption tendency between CSR activity and purchasing intention. Design/methodology/approach: We adopted a survey method, and studied the CSR activity of Lotte Confectionary Co. Ltd. Results/findings: The Result provides evidence supporting our hypotheses. The more favorable the consumer could perceive CSR activity, the more he(she) would intend to purchase the product of the company. There was a direct effect between the perceived CSR and the purchasing intention as well as the indirect effect by mediating the role of the perceived social and ethical value toward a product. When the ethical consumption tendency was higher, the perceived CSR could more influence the purchasing intention. Research implications/limitations: We showed that perceived CSR could influence consumer's purchasing intention, and explained the reason. but we adopted the existing corporate( Lotte Confectionary), so we could not controled exogenous variable. Furthermore we collected the data from undergraduate students, so we had representativeness bias. Future work/research: Further study to figure out type of perceived CSR whether could influence consumer's behavior Originality/value: We used the perceived consumption value concept in CSR activity studies for the first time and a relationship between perceived CSR and consumer's purchasing intention. 연구목적: 연구는 기업이 CSR활동을 하게 되면 어떠한 과정을 통해서 소비자의 구매의도에 영향을 미치는 가를 알아보려고 한다. 그러나 CSR활동은 주로 기업-사회의 관계에 관련된 개념이기 때문에 이를 건너뛰어서 기업-소비자 관계에 직접 초점을 맞추는 것은 무리가 있다. 따라서 CSR활동과 기업-소비자의 관계를 설명하기 위해서 필요한 매개적 개념으로 소비자의 제품 소비 가치에 대한 지각을 도입하였다. 또한 CSR활동은 소비자들의 윤리성향의 정도에 따라서 구매의도도 달라질 것이라는 것을 확인해보려고 한다. 연구 설계 및 방법론: 수도권 4년제 대학에 재학중인 학생들을 대상으로 설문조사를 실시하였으며, 응답자들에게 롯데제과에 대한 CSR정보를 연상하도록 한 후 140명의 설문서를 수집했다. 구체적으로 응답자들에게 롯데제과에 대한 CSR관련 언론보도자료를 떠올리도록 요구하였다. 응답 대상자를 대학생으로 한정한 이유는 20-30대의 스낵제품 소비비중이 높은 편이며 설문 수집의 용이성과 스낵 소비자로서 지표본의 대표성을 확보할 수 있다고 판단해서 대학생으로 한정하였다. 분석 및 연구 결과: 연구 결과, 소비자들이 지각하는 CSR활동이 호의적이게 되면 그 기업의 제품을 구매할 의도가 높아지며, 이러한 관계는 기업의 제품에 대한 사회 윤리적 제품 소비 가치에 의해 매개됨을 밝혔다. 더불어 소비자의 개인성향인 윤리적 소비성향이 이러한 관계를 조절하는 것으로 나타났다. 시사점 및 연구의 한계점: 기업이 CSR활동을 하게 되면 어떠한 과정을 통해서 소비자의 구매의도에 영향을 미치는 가를 알아보았다. 이러한 과정에서 응답자에게 기업에 대한 인지도나 사전지식을 요하는 이유로 일반 소비자들에게 널리 알려진 기업을 연구대상으로 삼았으며 이로 인하여 연구대상 기업에 대한 대표성(representativeness)의 문제를 갖고 있다. 따라서 향후 연구에서는 다양한 기업의 CSR 활동을 연구함으로써 이러한 문제를 극복해야 할 것이다. 향후 연구방향: 향후 연구에서는 기업에 대해 사전에 형성된 태도나 이미지를 함께 측정한다면 보다 엄격한 연구결과를 도출할 수 있을 것이다. 공헌점: 본 연구는 소비자들이 실제로 지각하는 CSR 측면을 살펴보았다는 측면에서 학문적 기여를 했다고 볼 수 있다.