소비자 환경윤리 의식에 기초한 녹색제품 구매촉진 방안 연구

이정석,염정윤,임채은,김기현,김도균,이재혁 한국환경연구원 2022 기본연구보고서 Vol.2022 No.-

Ⅰ. Introduction 1. Research purpose □ Following the Ministry of Environment’s announcement of the Act on the Promotion of Purchase of Green Products, the Fourth Master Plan for Encouraging Purchase of Green Products was prepared in January 2021. ㅇ Emphasis on raising green product awareness and promoting the purchase of green products in the private sector ㅇ Expansion of the green product market in the private sector led by public participation will play a core role in successful employment of the Fourth Master Plan for Encouraging Purchase of Green Products. □ To boost green consumption in the private sector, it is necessary to understand consumers’ green purchase behavior based on their environmental ethics. ㅇ Environmental ethics is one moral standard to judge whether the behavior is environmentally correct. ㅇ Establishing environmental ethics as an analysis tool, this study explores the preference and purchase intention for green products by socioeconomic group to increase green product sales in the private sector, which is the core objective of the Fourth Master Plan for Encouraging Purchase of Green Products. 2. Research scope □ Theoretical framework and previous research □ Green product market overview and purchase promotion policy of green products □ Problems and improvement directions for promoting purchase of green products □ Survey results □ Green product marketing strategy and policy suggestions Ⅱ. Theoretical Framework and Previous Research 1. Environmental ethics □ Since the definition of environmental ethics is too broad, this study is conducted focusing on the most representative concepts of environmental ethics, that is, anthropocentrism, biocentrism, and ecocentrism. ㅇ Anthropocentrism - Only humans are the most valuable beings, with human interests and happiness being the most important. - Non-human beings have only instrumental values. - Nature must be taken care of because destruction threatens human survival. ㅇ Biocentrism - All living things including animals and plants have intrinsic values. - All living things have their own values and humans must respect them all. - Humans are part of an ecosystem, so they must not harm other species. ㅇ Ecocentrism - Human beings, animals, and plants, as well as nature and ecosystems, qualify for moral considerations. - All living things are part of nature, and nothing can transcend nature. - Since nature has its own value, humans have an obligation to protect nature. 2. Previous research □ 11 studies on environmental ethics were selected and reviewed. ㅇ Most studies have found a correlation between environmental ethics and pro-environmental behaviors. ㅇ Studies defined environmental ethics differently depending on research focus (e.g. environmental ethics, environmental worldview, environmental value, etc.). ㅇ According to the review, psychological factors (e.g. environmental ethics) and socio-economic factors (e.g. demographic characteristics) are two major types of factors affecting pro-environmental behaviors. Ⅲ. Green Product Market Overview and Purchase Promotion Policy of Green Products 1. Types of green products □ Green products refer to ‘products that minimize the input of energy and resources and the emission of greenhouse gases and pollutants.’ ㅇ It aims to reduce social costs by minimizing negative environmental impact and reducing environmental restoration cost at the stage of use. ㅇ Consumers’ purchase of green products can contribute to social and environmental improvement. □ In response to climate change and to spread the pro-environmental consumption culture, the government has enacted the ‘Framework Act on Low Carbon, Green Growth’ and introduced the green certification accordingly. ㅇ Currently, green products are defined as Eco-Label product, Good Recycled product, and Low-Carbon product. ㅇ As public procurement for green products has been in place by regulation since 2005 under the Act on the Promotion of Purchase of Green Products, the purchase of green products is expected to increase. 2. Overseas green product purchase promotion policy □ The issue of green production and consumption has emerged as a global agenda item for sustainable development goals (SDGs). ㅇ In many countries such as the United States and Europe, there is a movement to revitalize green production and consumption. - In the case of the United States, green production and consumption policies set zero greenhouse gas emissions, sustainable infrastructure and industrial investment, and ensured access to sustainable environment as key goals of the Green New Deal. - The European Green Deal has a vision of becoming the first climateneutral continent. In 2003, the European Commission introduced environmental regulations related to products and made it mandatory for public institutions to purchase green products. □ Actively utilizing the green certification for the promotion of proenvironmental consumption ㅇ The U.S. has prepared an ‘eco-friendly label evaluation index’ to evaluate certification labels. - Evaluation is based on five criteria: usefulness and verifiability from consumers’ point of view, consistency, transparent information disclosure, independence of the certification body, and objectivity of the certification system. ㅇ In France, the private sector has developed ‘Eco-Score’ and the government has conducted a pilot project which involved specifying environmental information in product labels. 3. Domestic green product purchase promotion policy □ The green public market has increased with the enactment of the Act on the Promotion of Purchase of Green Products. ㅇ The Ministry of Environment of Korea first promoted the purchase of certified green products among public institutions in 1994. ㅇ In 2005, the purchase of green products was made mandatory by the Act on the Promotion of Purchase of Green Products. ㅇ In 2020, the green public market grew more than 2.2 times compared to 2012. □ The Ministry of Environment plans to promote pro-environmental consumption in the private sector through the Fourth Master Plan for Encouraging Purchase of Green Products (2021-2025). ㅇ The Ministry of Environment establishes a master plan for promoting the purchase of green products every five years following the Act on the Promotion of Purchase of Green Products. - Since the master plan mainly focuses on the public sector, while the public sector account for 87.1% of the total green market, the private sector only account for 12.9%. - The recently announced Fourth Master Plan for Encouraging Purchase of Green Products (2021-2025) focuses on the growth of green market in the private sector. □ The government is operating the Green Store Designation System to lay the groundwork for the increment of green consumption in the private sector. ㅇ It was made mandatory for large-scale stores to set up stands for green products in 2007 and green store designation standards were established in 2010. ㅇ The number of designated green stores will be expanded to 850 by 2025 through the Fourth Master Plan for Encouraging Purchase of Green Products (2021-2025). □ Expand education and public relations to raise public awareness of the green product system and to make a green lifestyle ㅇ According to a survey on consumers’ awareness of pro-environmental products and policies in 2019, recognition of green products is low at 16.5%. - To improve consumer awareness of the green product system and promote green consumption, green consumption education that takes into account each consumer’s life cycle will be strengthened through various institutions, such as national and local environmental education centers, local governments, and private organizations. - Respond to changing trends and promote green products and certified companies through various media Ⅳ. Problems and Improvement Directions for Green Product Purchase Promotion 1. Purchasing status of green products □ The amount of green products purchased in the public sector has steadily increased. ㅇ Purchases of green products in the public sector increased by ￦1.2 trillion in three years, and the purchase rate also steadily increased from 46.1% to 54.4%. ㅇ With the establishment of the green purchase system, the number of green product producers participating in the green product procurement market also increased sharply. □ The government is trying to promote the private market as well as the public market through various policies. ㅇ The government’s policies, such as the Comprehensive National Environmental Plan, Five-Year Plan for Green Growth, Master Plan for Encouraging Purchase of Green Products, and Framework Act on Resource Circulation, aim to promote the private market. ㅇ The Fourth Master Plan for Encouraging Purchase of Green Products aims to strengthen green consumption infrastructure, expand green products centered on consumers, and create pro-environmental consumption culture and new markets by 2025. 2. Problems of green product purchase promotion □ In order for the government to promote the sale of green products in the private market, it is necessary to review the basic premise such as the certification process of green products. ㅇ Despite the growth of the green product market, consumers’ participation and awareness of promoting pro-environmental consumption in the private market are still low. ㅇ Until now, the government has been focusing on certified green products, such as expanding the number of certified products and distribution channels for certified green products. However, a consumer-centered approach is needed by reviewing basic premises such as various green product certification processes, including products manufactured in the private sector. □ In the private market, it is necessary to prepare indirect measures to encourage consumers to make autonomous choices. ㅇ Economic incentives such as tax benefits may be offered to consumers to encourage them to choose certified green products. Measures to ensure greater consumer trust in green product certification over other pro-environmental certifications can also be considered. ㅇ Expanding the target of consumption promotion by recognizing and evaluating not only government-certified green products but also products with private certificates can achieve policy goals for environmental effects in both public and private markets. □ There is a need to come up with an approach to promoting purchases from various angles. ㅇ Possibility of violating relevant laws and systems such as the Fair Trade Act needs to be considered. ㅇ Decisions on pro-environmental products should reflect the life cycle, which includes all processes before and after use, focusing on the use of the product rather than on the production of the product. ㅇ In the case of services, it is difficult to see them as falling to the category of consumption promotion because the government- supported, multi-use delivery container service reduces consumption of disposable products, which may alienate the policy on services. 3. Direction for promoting green product purchase □ Extend the concepts from ‘green products’ to ‘pro-environmental products’ and from ‘purchase’ to ‘consumption’ by redefining problems ㅇ Considering that individual consumers can recognize governmentcertified green products and private-sector-certified green products equally, it is necessary to discuss how to support and manage various private certifications rather than developing support plans for government-certified green products only. ㅇ An approach taking circular economy into account that covers use and disposal beyond sale and purchase is needed. 4. A marketing approach to promoting green consumption □ Marketing of green products is needed to promote pro-environmental consumption in the private market. ㅇ Strategies are needed to promote purchase of green products using the STP strategy and Green Marketing Mix. - A pro-environmental product marketing strategy needs to be developed using a three-step STP strategy: segmentation of the entire market by specific criteria, targeting specific customer segments, and positioning against competitive products. - After the STP strategy determines how to pursue a differentiated image for a particular consumer group, detailed action plans are drawn in four aspects: product, price, distribution, and promotional marketing. Ⅴ. Survey Results 1. Overview of the survey □ A nationwide online survey targeting 1,000 participants was conducted from July 26 to July 29, 2022. 2. Composition of the questionnaire □ Demographic and socio-psychological characteristics □ Environmental ethics awareness □ Recognition of environmental issues (severity, responsibility, efficacy, etc.) □ Recognition, attitude, and behavior □ Opinions on green products policy □ Attitude toward pro-environmental marketing 3. Results □ Group characteristics based on environmental ethics ㅇ Although environmental ethics were measured under three types of operational definitions (anthropocentrism, biocentrism, and ecocentrism), no statistically significant difference was found in the consumption of green products or policy opinions among the three groups. ㅇ The three types of definitions of environmental ethics were incorporated in one question and the participants were grouped into the high-level group and low-level group according to their level of environmental ethics, to examine the relationship between environmental ethics and green consumption. ㅇ The group with high environmental ethics had high proportions of women, senior citizens, non-metropolitan residents, married people, people with children, and high-income families. □ Recognition and purchase of green products ㅇ Participants in the high-level group well recognized green products and green certification. ㅇ The mean difference in recognition between high and low-level groups was the highest in Eco-Label certification among green certifications. ㅇ Participants in the high-level group purchase green products more and tend to check whether the product is eco-friendly before purchase. □ Willingness to purchase and use green products ㅇ The degree of willingness to purchase and use products currently classified as “green” by type was examined, and the high-level group was generally more willing to purchase and use green products than the low-level group. - Detergent, infant and child products, and household goods were the preferred types, while clothing and electronic devices were the non-preferred types. - There was no change in the preferred product types according to the degree of awareness of environmental ethics. ㅇ The degree of willingness to purchase and use products that do not currently fall under the category but are potentially “green” was examined, and the participants in the high-level group were more willing to purchase and use than those of the low-level group. - It was found that local food and animal welfare-approved livestock products were preferred products, while zero waste products and recycled products were non-preferred products. □ Reasons for and obstacles against buying green products ㅇ Participants in the low-level group make purchases for themselves (self-enhancement, satisfaction, health, etc.), while participants in the high-level group aimed to preserve the environment (global ecosystem, etc.). ㅇ For obstacles against purchasing green products, participants in the high-level group paid more attention to objective characteristics such as price and accessibility, while participants in the low-level group paid more attention to subjective characteristics such as quality and environmental quality. □ How they check whether a product is green ㅇ Many respondents chose ‘product packaging’ and ‘certification label’ as how they identify green products. In addition, the low-level group also uses media and information provided by manufacturers, while the high-level group tends to stick to certification labels. □ Government’s support to promote green products ㅇ In both groups, the majority of people said that they need more information on green products. ㅇ Other than information, participants in the high-level group pointed out the need for the expansion of green stores and the benefits of buying green products, while those in the low-level group highlighted the need for product variation and quality improvement. However, these differences were not statistically significant. □ The psychological mechanism of environmental ethics ㅇ Mediation models showed that both ascription of responsibility and altruistic motive mediated the effect of environmental ethics on the willingness to purchase green products. □ Attitudes toward environmental marketing based on environmental ethics ㅇ The high-level group’s mean scores for environmental severity, ascription of responsibility, participatory efficacy, and collective efficacy were higher than the low-level group. Participants in the high-level group also had more positive attitudes toward pro-environmental marketing strategies than those in the low-level group. Ⅵ. Conclusions and Suggestions 1. Conclusions □ Survey results revealed that consumers had a high preference for products related to their health conditions in purchasing green products and a low preference for green products produced for resource circulation such as zero waste and recycled products. ㅇ High price was pointed out as an obstacle to the purchase of green products, suggesting that different price strategies are needed according to the preference for each type of green products. ㅇ Further efforts by the government and companies are required, such as enhancing price competitiveness and expanding distribution channels to increase citizens’ purchases of non-preferred items. □ In light of the claim that distribution and packaging services should be certified first than indoor cleaning services and travel services, it is judged that people’s experience regarding the impact of the COVID-19 pandemic (e.g. excessive generation of delivery packaging waste) is reflected in the survey. □ The purchase of a green product is made in an intuitive way, such as checking the certification mark on the product. Thus, a ‘nudge’ policy is very useful, such as setting the default so that green products can be compared easily, quickly, and accurately with other non-green products. 2. Recommendations on green product marketing strategy □ Marketing strategies are needed to encourage consumers to buy green products instead of non-green products in the private market. ㅇ A plan on how to effectively make consumers aware of green products or services should be established based on the STP strategy. - Based on environmental ethics, consumers can be divided into groups with high and low levels of environmental ethics. How to approach each group differently and how to allocate limited resources to different customer groups should be considered. ㅇ Effective, efficient, and detailed action plans should be developed considering the following four aspects of marketing: product, price, distribution, and promotion through 4P strategy - Effective marketing strategies in terms of product, price, distribution, and promotion, such as those that consider eco-friendliness of not only the product itself but also of packaging, are needed. Understanding the willingness to pay additional prices, improving access to eco-friendly products, and environmental education are also needed. 3. Policy suggestions □ In order to promote green product purchase effectively, it is necessary to analyze differences in attributes between groups with high and low levels of environmental ethics and establish different intervention strategies for each group. ㅇ Tailored approaches based on environmental ethics need to be deployed: provide “know-how” information on green purchases to the high-level group who has a specific schema for green products, and provide “know-what” information to the low-level group who has an uncertain schema. ㅇ In the case of the low-level group, education and campaigns are needed to develop a schema on green purchases, and a nudge strategy based on choice architecture is also expected to work.

CONSPICUOUS GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER ETHICS AND CONSPICUOUS CONSUMPTION

Lawrence W.T. Lo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

소비자의 윤리의식, 짝퉁에 대한 소비자태도가 짝퉁구매행동에 미치는 영향 분석

허경옥 ( Kyungok Huh ) 한국소비자학회 2014 소비자학연구 Vol.25 No.5

The purpose of this study was to investigate the effects of conspicuous consumption, fashionoriented behavior, consumer ethics on the purchase behavior of counterfeit products, and the effects of consumer attitude for counterfeit products as a mediate variable on the purchase behavior of counterfeit products. The summary of the results of this study belows as below. The first, female, unmarried, university educated, housewife, family income not in the lowest group, spending 1,000 thousands Won per month as personal expenditure, and spent more money for clothing were more likely to show highly conspicuous and fashion-oriented behavior. On the other hand, consumers who lived Seoul, or near Seoul, the lowest and highest group in spending more money for clothing showed the lower level of consumer ethics. Second, male, unemployed, high school educated, housewife, not living in Seoul nor near Seoul, high income family, spending the lowest money for clothing showed the positive attitude toward counterfeit products. On the other hands, male, married, high school educated, housewife, not living in Seoul nor near Seoul, having family income between 2,001 and 3,000 Won, spending the highest money for clothing showed the active in purchasing counterfeit products. Third, female, old age, strong tendency for fashion-oriented were lower in consumer ethics, however male, young, lower in fashion-oriented were higher in consumer ethics. On the other hand, married, having lower level of consumer ethics were more likely to have positive attitude for counterfeit products and also active in purchasing counterfeit products. Finally, results of Path analysis showed that married, the lower level of consumer ethics effects on consumers`` attitude toward counterfeit products directly, and purchasing behavior of counterfeit products directly, and indirectly. In conclusion, consumers`` attitude toward counterfeit products was founded as a mediate variable in purchasing counterfeit products.

Cosmetics and conscience. The impact of human values on CSR perception and ethical purchases: A multi-method approach

Karpal Singh Dara Singh,Ghazanfar Ali Abbasi,Shaian Kiumarsi,Islam Elgammal,Heetae Cho 한국마케팅과학회 2025 Journal of Global Fashion Marketing Vol.16 No.3

Empirical research on corporate social responsibility (CSR) and ethical purchase intention (EPI) has garnered prominence. However, the role of human values in shaping EPI has been overlooked. Thus, we examined the influence of human values on consumers’ EPI through CSR perception, and the moderating role of CSR knowledge on the relationship between human values and CSR perception of cosmetic brands. The data collected from 414 shoppers in Malaysia were analyzed using symmetrical (variance-based structural equation modeling) and asymmetrical (fuzzy-set qualitative comparative analysis, fsQCA) methods. The findings from PLS showed that all direct relationships had significant effects, with the exception that CSR knowledge did not moderate the relationship between conservation value and CSR perception. The results of the FSCA also showed that openness to change, conversation, and CSR perception were essential to producing the suggested outcome. This study – analyzing net effects and complex configurational causal models – offers practical implications for stakeholders seeking to increase customer EPI.

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.

윤리적 소비성향이 윤리적 화장품에 대한 태도와 구매의도에 미치는 영향

백지은,이영주 한국의상디자인학회 2020 한국의상디자인학회지 Vol.22 No.1

Recently, there has been a change in consumer culture. The paradigm is changing from a consumption model that used to emphasize rationality to an ethical consumption model that focuses on sustainability. Such a change in consumption patterns has also been seen in the cosmetics industry, but studies to empirically assess this trend are incomplete. Therefore, the purpose of this study is to empirically identify the impact of ethical consumption proprieties on attitudes and purchasing intentions for ethical cosmetics. To achieve the aim of this study, 506 adult women residing in Korea were selected as subjects and surveyed. To identify the demographic characteristics of the study participants, a technical statistical analysis and frequency analysis were conducted. To check the validity and reliability of the measuring tools, an exploratory factor analysis was performed, and the Cronbach's α factor was calculated. The analysis method was analyzed using the SPSS 25.0 and the Amos 25.0 statistical analysis programs. The results of this study are as follows. First, ethical spending tendencies had a positive impact on attitudes toward ethical cosmetics. Specifically, interest in ethical issues, altruism, and business ethics perception have had a positive impact on attitudes toward ethical cosmetics. However, consumer effectiveness had no significant impact on attitudes toward ethical cosmetics. Second, attitudes toward ethical cosmetics had a positive effect on purchasing intentions. This study found that for the spread of ethical cosmetics and ethical consumption trends varied according to the age and that attitudes toward ethical cosmetics and differences in purchasing intentions should be kept in mind. It also showed that attitudes toward ethical cosmetics affect purchasing intentions. The results of this study suggested that the analysis of adult women, the main consumers of cosmetics, by age was meaningful for finding the factors for growth in the macroscopic ethical cosmetics industry and that the industry could raise its ethical awareness. If such tasks are systematically established, ethical cosmetics are thought to be able to actively solve social problems and lead a mature cosmetics industry.

외식기업의 기업시민 행동과 윤리적 기업태도가 소비자의 윤리적 소비와 구매의도에 미치는 영향

박범우(Beam-Woo Park) 한국관광연구학회 2017 관광연구저널 Vol.31 No.6

This study looks into the effects of corporate citizenship behavior and ethical corporate attitude on consumers ethical consumption and purchase intention in the food service industry. To achieve this, a survey was carried out to consumers using famous brands. The findings were summarized as follows. Hypotheses 1 ,2, 3, 4 and 5 were verified in the effects of corporate citizenship behavior and ethical corporate attitude on consumers’ ethical consumption and purchase intention in the food service industry. In hypothesis 1, corporate citizenship behavior had a positive effect on ethically responsible behavior. In hypothesis 2, ethical corporate attitude had a positive effect on ethical consumption. In hypothesis 3, ethical consumption had a positive effect on consumers’ purchase intention. In hypothesis 4, consumers’ ethical consumption was positively mediated in the relationship between normative responsible behavior and consumers’ purchase intention. In hypothesis 5, consumers’ ethical consumption was positively mediated in the relationship between ethical corporate behavior and consumers purchase intention. As for the above-stated findings, ethical corporate attitude had a positive effect on consumers ethical consumption and purchase intention, and their ethical consumption had a positive effect on their purchase intention. However, the corporate citizenship behavior had no significant effect on consumers ethical consumption, and ethical corporate attitude had no significant effect on their purchase intention, conflicting with ethical corporate attitude, ethical consumption, and purchase intention from the consumers’ perspective. Consequently, both consumers consumption values and purchase intention from a business perspective are not in favor of business.

친환경농산물 소비자의 구매동기 분석을 통한 윤리적 소비 행동 사례연구

홍연금(Hong Yeon Geum),송인숙(Song In sook) 한국소비문화학회 2008 소비문화연구 Vol.11 No.3

  The purpose of this study is to evaluate if the consumers who purchase environmentally-friendly agricultural products are ethical consumers by analysing their purchasing motives. It also investigate the changes in purchasing motives, the factors influencing such changes, and the orientation of these changes. This study would be helpful for clarifying the concepts of ethical consumption and ethical consumerism. In addition, it provides strategies for increasing of ethical consumers and expanding of the markets of environmentally-friendly agriculture products. The data was gathered by in-depth interviews of 9 housewives who have purchased environmentally-friendly agriculture products for more than 4 years.<BR>  The results of this study are as follows. First, at the beginning, the motives of purchasing environment-friendly agriculture products are food safety and health which were focused on self-interest. Those motives are gradually changed to pursue the altruistic benefits of the environment, agriculture, community, etc. Among 9 subjects, 7 consumers with such altruistic motives are regarded as ethical consumers, but the rest of two with self-interest motives could not be considered as ethical consumers. Second, consumers who had altruistic motives would purchase more environment-friendly agriculture products as well as other environment-friendly products in the future. Besides, they showed ethical consumption behavior in use and disposal as well as purchase, which indicates that they become real ethical consumers. The motives, interest and practice on consumption could be categorized into two parts: one is a sustainable consumption and another is a living together with others. Third, factors affecting changes in the purchasing motives included hearing lectures from Cooperative Consumer Union or Hanbat-LETS, participations in activities or reading newsletters of environmental organizations and a practice of meditation, etc.<BR>  This study suggests that purchasing motives should be examined before evaluate the ethics of one"s consumption, one"s consumption ethics, and education or participation program is important for increasing ethical consumption.

소비자의 윤리적 상품에 대한 태도 및 구매의도의 관련요인 분석

허은정 ( Eun Jeong Huh ) 한국소비자학회 2011 소비자학연구 Vol.22 No.2

Recently many consumers have been concerned about ethical products and the real purchasing power on the ethical products have been increased in Korea. The purposes of this study are to investigate major factors to influence the consumer`s attitude and purchase intention on the ethical products and to analyze the casual relationship among independent variables, attitude, and purchase intention. For the theoretical model of ethical consumer decision-making, this study is based on the ``modified theory of planned behavior`` by Shaw & Shui(2002a; 2002b; 2003). The independent variables in this study included three consumer values related to ethical consumption(universalism, benevolence, and self-direction), ethical obligation, self-identity, perceived consumer effectiveness, human relation, altruism, and the socio-demographic variables. For this study, the ethical products include eco-friendly products which are no harm both to nature and human body and various fair-trade products which are designed to contribute to economical self-sufficiency of poor workers in the Third World. The data were collected from both on-line and off-line survey in March, 2010 and 888 samples were used to the final analyses. The major results are follows. First, 65.3% of the sample had purchased at least one or more the ethical products. The high purchase percentage among the ethical products was the order of eco-friendly agricultural products, fair-trade coffee, fair-trade chocolate, and fair-trade clothing & fashion products. The average score about consumer`s attitude on the ethical products was 4.85 point at 7 point criteria, and it means that the respondents have some positive attitude on the ethical products. The average score about consumer`s purchase intention on the ethical products was 5.04 point at 7 point criteria, meaning the respondents have some purchase intention on the ethical products. Second, the results of impacts of the socio-demographic variables on consumer`s attitude on the ethical products indicated that there were significant differences among the educational level, the average monthly household income, and the occupation. For the consumer`s purchase intention on the ethical products, there were significant differences among the educational level, the religion, and the average monthly household income. Especially, the groups with the college graduate and over and the highest household income had not only positive attitude on the ethical products, but also high purchase intention on the ethical products. Third, the results of the regression analysis indicated that the value of universalism, ethical obligation, perceived consumer effectiveness, and altruism positively influenced on the consumer`s attitude on the ethical products. Among the socio-demographic variables, women in terms of sex, the groups both college and college graduate and over in terms of the educational level, and the group with 4,000 thousand won and over in terms of the average monthly household income positively influenced on the consumer`s attitude. Among significant factors influencing on the consumer`s attitude, the value of universalism had the greatest influence and the next are ethical obligation, the education level with college and college graduate and over, the household income with 4,000 thousand won and over. For the purchase intention on the ethical product, only altruism and attitude were significant factors, and the attitude was greater influence than the altruism. Finally, the results of path analysis indicated that the attitude and altruism had direct effects on the purchase intention of the ethical products, while the value of universalism, ethical obligation, perceived consumer effectiveness, women in terms of sex, college graduate and over in terms of educational level, and the group with 4,000 thousand won in terms of average monthly household income had indirect effects on purchase intention. This result implies that in order to increase the purchase of ethical products, it is important for consumers to have positive attitude toward the ethical products. The results of this study has some implications of consumer`s purchase behavior on the ethical products for the experts at consumer studies and marketing. For example, the consumer educators help some groups(for instance, men and the consumer with the high school graduate) to have positive attitude toward the ethical products. For the marketing managers, the results of this study may help to create a sales strategy about, the ethical products, implying that some groups(women, the consumers with college graduate and over, and the group with 4,000 thousand won and over at monthly household income) had positive attitude and higher probability to purchase the ethical products. This study included the ethical obligation, self-identity, and attitude as the major independent variables based on the ``modified theory of planned behavior``, but the results indicated that the self-identity didn`t have significant effect on both the consumer`s attitude and the purchase intention. The further studies are needed to elaborate the measure of the self-identity and to help the understanding of consumer`s ethical consumption behavior with the quantitative data.

윤리적 브랜드 초콜릿의 상업적 경쟁력을 위한 소비자 연구

김유림 ( Kim Yoorim ),김보연 ( Kim Boyeun ) 커뮤니케이션디자인학회 2022 커뮤니케이션 디자인학연구 Vol.81 No.-

As people’s preferences for ethical consumption grow, this study aims to understand how to satisfy consumers’ needs beyond ethical fulfillment in the process of purchasing chocolate of ethical brand. Thus, this study intends to investigate and analyze how chocolates of ethical brands deliver information via their packages and how consumers build their motivation of purchase and preferences. The study researched Korean consumers between the ages of people under 18 to over 50 via online survey. The survey was analyzed and investigated using SPSS 21.0. According to the survey, consumers answered that they have higher preference and motivation of purchase on ethically conscious brand products. However, when actual package samples are provided, their preference and motivation of purchase did not have significant correlation with the type of packages provided. Therefore, additional research was conducted to observe what appeals and motivates customers in the process of purchasing chocolate of ethical brand. The result suggests that consumers purchase chocolate more emotionally than rationally. In addition, emotional value is turned out to be the most significant factor among five consumer values suggested by Shet et al (1991) when it comes to purchasing chocolates of ethical brands.