• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.307-316
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• 2021

This research aims to investigate the relationship between moral deficiency and moral consumption. Consumers' moral values cannot be separated from their consumption activities. In other words, consumers' spending preferences may be an expression of their beliefs about what is right and wrong. A less explored concept within moral consumption behavior theory is 'moral deficiency'. To the best of our knowledge, this is the first research effort to integrate green purchasing and religious purchasing under the banner of moral consumption behavior. There are two studies: Study 1 aimed to measure the moral deficiency of participants through moral scenarios (implicit) and then test its relationship with the green purchase and religious purchase, two proxies of moral consumption. A total of 121 universities were chosen via the nonprobability sampling method. To improve the results of the prior study, Study 2 aimed to measure the moral deficiency of participants through moral deficiency self-report (explicit) and then test its effects on green purchase and religious purchase. A total of 208 participants from the general public were recruited via the nonprobability sampling method. The findings of the two studies suggest that participants with high moral deficiency showed more intention to engage in moral consumption behavior.

• The Korean Journal of Community Living Science
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• v.12 no.2
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• pp.1-14
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• 2001

This study was performed to explore the adolescents\` conception and practice of Hyo(filial piety). Fifteen teams of 500 adolescents were allowed to discuss about Hyo for two hours and the team leaders presented what they had discussed. The subjects were 330 elementary school students, 130 middle school students, and 40 high school students. The findings from the discussion and presentation were as follows: First, the adolescents\` conceptions of Hyo were different in the stages of schools. Elementary school students thought that they should do Hyo because they got lots of mercy from parents. Middle and high school students both thought that Hyo came from mutual(parent-children) understanding, but they showed somewhat different view about what disturbed the mutual understanding. Middle school students pointed the deficiency of parents'self-disclosure as a disturbing factor while high school students pointed the deficiency of adolescents'understanding of their parents. Second, the behavioral items that the subjects suggested as Hyo were analysed by the 12 Subvirtues of Adolescent's Hyo which was classified by Chung et al.(1996a). Adolescents could not propose any behavioral items for Thanks, Ancestor Worship, and Ecological Equilibrium, and some items for Advising Parents and Thrift. A lot of items were suggested for Moral Training, Supporting (Parents), Consorting (Parents), Respecting (Parents), Establishing Oneself, and Following Parents.

• Journal of Korea Entertainment Industry Association
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• v.13 no.7
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• pp.321-346
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• 2019

The cycle of human life has a limited time to death. Everyone cannot help but think how to live in the limited time and then they try to reach toward their happiness. Their pursuit for the happiness gives rise to the new trend called 'Well-bing'. Generally speaking, it means to eat well, to feel their own satisfaction with their lives and to spend a time on doing what they want to do. However, considering their current lives which are tough and harsh, it could be impossible for them to accomplish the well-being stated above. From this point, it is natural to think what real well-being means. Its real meaning would be understood by identifying its cause if well-being is the way to happiness. Based on the thesis stated above, let me look into the desire of human being. It has both side; it should be eliminated or overcome as a deficiency and disability in human life while it could be an driving force to let the human being keep their lives. They can find the real meaning of well-being and their happiness can be realized through the control of their desires. Above all, according to the control for them, they can accomplish their happiness or fail to do it. The trend of well-being can be kept in our culture when moral value is reflected to the well-being. Finally, it orients to the purpose of happiness. It also means that everyone shares moral and positive value one another in the process of challenge to achieve their goals. In order to realize it, they should be satisfied with their current situation and have a balance with everything related to themselves.