Green marketing in the hotel industry is no longer just an option. As awareness of environmental issues has increased, more consumers have began to prefer eco-friendly products, the so-called “green option” in relation to their behavioral intentions despite higher cost. Previous literatures focused on the relationship from green marketing to value, belief, and norm separately. However, this research applied green marketing to VBN simultaneously. The purpose of the study is to clarify whether hotels’ green marketing activities have a significant effect on the actual behavioral intentions and decision making. The eleven 5-star hotels located in Seoul, South Korea were selected for the survey. The survey was via online due to COVID-19 (coronavirus disease) from August 15, 2020 to August 30, 2020. A total of 318 responses were used for analysis. This study conducted an empirical analysis using SPSS 22 and Amos 22. The result shows that hotels’ green marketing has a positive impact via the VBN theory at large, though the relationships from recycling to norm and pro-environmental programs to value are less significant. In other words, variables such as recycling and energy saving as they pertain to direct behavioral intentions influence hotel customers’ value and belief in psychological perspectives and indirect variables such as pro-environmental programs also influence customer’s belief and norm but not as significantly for value. The results of this study are expected to help us understand which attributes affect behavioral intentions, especially in the hotel industry which is conducting green marketing.

This study aims to analyze variations in the willingness to pay more for fair trade coffee between South Korea and Vietnam. Employing the theory of planned behavior (TPB), the research delves into consumer attitudes, subjective norms, and perceived behavioral control related to increased expenditure on fair trade coffee. The investigation centers on two coffee-centric nations: South Korea, known for its substantial coffee consumption, and Vietnam, a global powerhouse in both coffee production and consumption. In this study, hypothesis testing was conducted using SmartPLS 4.0.9.5, and CFA (confirmatory factor analysis) and SEM (structural equation modeling) were used to assess each initial and second stage. In the second stage, moderating effects were examined through multi-group analysis. This study particularly explores how moral responsibility, knowledge, and involvement in fair trade coffee shape individuals’ attitudes toward FTC. Additionally, it aims to validate potential moderating effects between the two countries. While previous studies have emphasized the significance of ethical consumption, especially in business ethics, this research expands on these insights by examining fair trade coffee within the broader context of the coffee industry, encompassing both coffee-consuming and coffee-producing nations. The practical implications highlight that merely increasing knowledge about fair trade coffee is insufficient to foster a positive attitude. Instead, it underscores the importance of moral responsibility, which significantly influences attitudes toward fair trade coffee among both Koreans and Vietnamese.

Kim CS, et al. Nutr Res Pract. 2020 Aug;14(4):401-411. https://doi.org/10.4162/nrp.2020.14.4.401

Yoon H, et al. Nutr Res Pract. 2021 Dec;15(Suppl 1):S110-0. https://doi.org/10.4162/nrp.2021.15.S1.S110

본 연구는 제 4차 산업혁명의 대표 기술로 평가되는 가상현실기반 문화유산 체험에 대한 사용자 경험을 이해하고자 VR 기술의 특성 이해, 개인의 VR 미디어에 대한 이해 및 활용능력, VR 기기와의 상호작용을 통해 유발되는 긍정적, 부정적 감정과 만족도 간의 영향관계를 연구모델로 설계하여 실증분석하였다. 설문조사 기간은 2019년 11월 22일부터 24일까지 3일간 경주에서 진행되었으며, 수집된 157개의 유효표본에 대하여 PLS_SEM 기반의 Smart PLS 3.0 프로그램을 활용하여 실증분석하였다. 주요 연구 결과를 살펴보면, 먼저 VR 기기의 인지적, 물리적, 감각적, 기능적 어포던스가 방문객의 긍정적 감정에 유의한 영향을 미치는 것으로 나타났으며, 부정적 감정 경험에는 VR기기의 감각적 어포던스와 기능적 어포던스가 유의한 영향을 미치는 것으로 도출되었다. 또한 사용자의 디지털 미디어 리터러시는 방문객의 긍정적인 감정 경험에만 유의한 영향을 미치는 것으로 나타나, 디지털 미디어 리터러시 요인이 VR 기반 문화유산 콘텐츠 경험에 영향을 미치는 새로운 주요 변수로서 논의될 수 있음을 제시하고 있다. 마지막으로 연구 결과는 학문적, 실무적 관련 연구에 대한 시사점을 포함하고 있다.