지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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The purpose of this study was to explain purchase intention of consumers for fair trade coffee as an ethical consumption product. To achieve the purpose, the theory of planned behavior was modified by including the additional factors such as ethical obligation and self-identity besides attitude, subjective norm and perceived behavioral control and tested as a strucutral equation model by using LISREL 8.52 package. First, consumers presented to have more positive attitude, while they would not feel higher pressure from others(the subjective norm). Also they would feel more difficulties(perceived behavioral control) if they purchased the coffee for information, price, availability etc. In addition, they would feel some ethical obligation and self-identity with the coffee and would like to purchase the coffee. Second, as the result of testing the theory of planned behavior, the purchase the coffee. Second, as the result of testing the theory of planned behavior, the purchase intention was found to be significantly influenced not by the subjective norm and perceived behavioral control but by consumer attitude. Furthermore, the additional factors(ethical obligation and self-identity) were found to significantly influence to the purchase intention. Thus, some other factors related with personal values such as ethical obligation and self-identity should be included into the model to raise the explanatory power. Third, consumer attitude was found to be significantly influenced by ethical obligation and self-identity. In other words, the purchase intention of the coffee might be influenced directly by the value of the ethical obligation and self-identity and indirectly by them via consumer attitude. Thus, the the importance of ethical obligation and self-identity should be paid attention for explanining purchase intention of the ethical consumption product such as the fair trade coffee.
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참고문헌 (44)
참고문헌 신청
고재윤 / 2009 / 커피이용객의 커피속성에 관한 연구 / 호텔리조트연구 8(2):23~41
김경원 / 2003 / 계획적 행동이론을 이용한 여대생의 유제품 섭취 행동 분석 / 대한지역사회영양학회지 8(1):53~61
동아일보 / 2007 / 소비자들 ‘착한상품’ 산다 / 동아일보 2007년 11월 24일자 (http://www.donga.com)
박미혜 / 2009 / 윤리적 소비의 개념 및 실태에 대한 고찰 / 한국생활과학회지 18(5):1047~1062
박승환 / 2010 / 쌀에 대한 인식정보가 소비자의 태도 및 구매의도에 미치는 영향 -인구통계특성에 따른 차이를 중심으로 / 한국국제농업개발학회지 22(3):187~196
김경원 / 2003 / 계획적 행동이론을 이용한 여대생의 유제품 섭취 행동 분석 / 대한지역사회영양학회지 8(1):53~61
동아일보 / 2007 / 소비자들 ‘착한상품’ 산다 / 동아일보 2007년 11월 24일자 (http://www.donga.com)
박미혜 / 2009 / 윤리적 소비의 개념 및 실태에 대한 고찰 / 한국생활과학회지 18(5):1047~1062
박승환 / 2010 / 쌀에 대한 인식정보가 소비자의 태도 및 구매의도에 미치는 영향 -인구통계특성에 따른 차이를 중심으로 / 한국국제농업개발학회지 22(3):187~196
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