Self-Identity, Ethical Obligation, and Fair Trade Consumption Among Consumers in an Emerging Fair-Trade Market

Based on the modified theory of planned behavior, this study aimed to explore consumer characteristics by focusing on social images and beliefs such as self-identity and ethical obligations, socially responsible consumption, and fair-trade beliefs from their previous purchase experience of fair-trade products. The data was collected from a convenient sample of 276 Korean consumer panels recruited through an independent marketing research company. There were significant differences in self-identification, ethical obligation, beliefs about fair practice, and socially responsible consumption behaviors, particularly on supporting responsible and cause-related products, purchasing local products, and helping small businesses, between fair-trade products purchasers and non-purchasers

Green with Envy at Your Kid: The Effects of Two Different Types of Envy on Purchase Intention

Envy is an emotion that “arises when a person lacks another’s superior quality, achievement, or possession and either desires it or wishes that the other lacked it”. Envy has been classified into two types: benign envy and malicious envy. Benign envy emphasizes the brighter side of envy, which is related to moving-up motivation, while malicious envy represents the destructive side of envy, which motivates people to pull down. The purpose of this study is to address research gap by exploring how envy affects purchase intention among mom through experimental design. Participants were recruited by research company, total one hundred and twenty eight moms with 5-7 year old kids were randomized in each study. Envy is manipulated into two types depending on the deservingness of the situation. Participants were given a short scenario which described a friend who has more capital for raising her children. In purchasing economic capital related products, benign envy condition(M=2.57, SD=1.36) reported greater desire for purchasing products than malicious envy condition(M=2.35, SD=1.21)(F=5.392, p\u3c.05). In purchasing cultural capital related products, benign envy condition(M=4.00, SD=0.78) reported greater desire for purchasing products than malicious envy condition(M=3.98, SD=1.08)(F=.235,n.s). The findings confirm that difference depending on type of envy, and benign envy play an important role for Koreans in purchase intention. In result, envy has no influence in purchasing cultural capital related products. It reveals that in Korea, fashion is used as a strategy of cultural capital, and sense of advanced taste are likely to be interpreted as part of cultural capital

Self-Identity, Ethical Obligation, and Fair Trade Consumption Among Consumers in an Emerging Fair-Trade Market

Based on the modified theory of planned behavior, this study aimed to explore consumer characteristics by focusing on social images and beliefs such as self-identity and ethical obligations, socially responsible consumption, and fair-trade beliefs from their previous purchase experience of fair-trade products. The data was collected from a convenient sample of 276 Korean consumer panels recruited through an independent marketing research company. There were significant differences in self-identification, ethical obligation, beliefs about fair practice, and socially responsible consumption behaviors, particularly on supporting responsible and cause-related products, purchasing local products, and helping small businesses, between fair-trade products purchasers and non-purchasers.</p

Green with Envy at Your Kid: The Effects of Two Different Types of Envy on Purchase Intention

Envy is an emotion that “arises when a person lacks another’s superior quality, achievement, or possession and either desires it or wishes that the other lacked it”. Envy has been classified into two types: benign envy and malicious envy. Benign envy emphasizes the brighter side of envy, which is related to moving-up motivation, while malicious envy represents the destructive side of envy, which motivates people to pull down. The purpose of this study is to address research gap by exploring how envy affects purchase intention among mom through experimental design. Participants were recruited by research company, total one hundred and twenty eight moms with 5-7 year old kids were randomized in each study. Envy is manipulated into two types depending on the deservingness of the situation. Participants were given a short scenario which described a friend who has more capital for raising her children. In purchasing economic capital related products, benign envy condition(M=2.57, SD=1.36) reported greater desire for purchasing products than malicious envy condition(M=2.35, SD=1.21)(F=5.392, p<.05). In purchasing cultural capital related products, benign envy condition(M=4.00, SD=0.78) reported greater desire for purchasing products than malicious envy condition(M=3.98, SD=1.08)(F=.235,n.s). The findings confirm that difference depending on type of envy, and benign envy play an important role for Koreans in purchase intention. In result, envy has no influence in purchasing cultural capital related products. It reveals that in Korea, fashion is used as a strategy of cultural capital, and sense of advanced taste are likely to be interpreted as part of cultural capital.</p

What Do You Think of Fair Trade? Focusing on Young Korean Consumers in an Emerging Fair Trade Market

The purpose of this study was to explore public expectations regarding the concept of fair trade, focusing on higher education student consumers in South Korea and using a qualitative approach.</p

Effect of Abdominal Massage before In Vitro Fertilization Injection on Alleviating Pain among Infertile Women

PURPOSE: The purpose of this study was to evaluate the effect of abdominal massage on alleviating pain caused by the injection of recombinant gonadotropin for In Vitro Fertilization (IVF) among infertile women. METHODS: This study employed a nonequivalent control group non-synchronized design. A total sample of 149 infertile women who never experienced in vitro fertilization was recruited at C fertility center. Seventy women were assigned into experimental group and 79 into controls. The experimental group had been informed to do abdominal massage prior to the injection and to record their subjective pain using visual analogue scale. The control group had been informed to record their subjective pain in the same way just after the injection. RESULTS: Compared to the pre-tested pain scores, the pain scores in experimental group were significantly reduced by 0.7 points, whereas the control group increased by 0.9 points (t=-4.55, p=.001). CONCLUSION: This study confirms that the use of abdominal massage prior to the injection is an effective way to alleviate pain on injection site. This massage may be a useful intervention for infertile women about pain alleviation