무역업 창업의 Niche Market으로서 공정무역에 대한 탐색적 연구

A Study on Fairtrade as a niche market of Entrepreneurial Activity

Nowadays, the volume of fair trade has been remarkably increased. As the quality of life improves, consumers are concerned about fairness and ethical consumption. According to Fairtrade International, fair trade is a social movement that aims to set fair prices for products, alleviate poverty, and assist producers marginalized by the traditional economic model. The purpose of this study is to attempt to explain an alternative for entrepreneurial activity in the fair trade market. For this purpose consumer perceptions toward fair trade were investigated and a model was tested. A total of 210 respondents were included. Structural equation modelling(AMOS 20) was used to examine the impact of affecting factors on purchase intent. The results are follows. Purchase attitude, expectation, and perceived risk had a significant effect on the purchase intent. Practical and managerial implications are further discussed.