공정무역제품 구매에 대한 소비자태도의 영향요인

Factors affecting consumer attitude towards purchasing fair trade goods

Social consciousness of consumers across the globe is rising. Driven by an increase in ethical consumerism , the global market for fair trade goods has grown enormously in the past years. The purpose of this study is to address factors affecting consumer attitude towards purchasing fair trade goods and purchase intention. Thus, this study developed and tested hypotheses beyond borrowing from the extant literature. A total of 210 respondents were included. Structural equation modeling (AMOS 20) was used to examine the impact of factors on consumer attitude toward purchasing fair trade goods and as well as consumer attitude on purchase intention. Most of the respondents are aware of fair trade and have partial purchase experience. The results indicated that perceived quality, ethical consumption and CSR consciousness have significant impact on attitude among Korean consumers towards purchasing fair trade goods. But, price fairness is not significant. In addition, Korean consumers purchasing intention for fair trade goods was affected by their attitude towards buying fair trade goods. Practical and managerial implications are further discussed.