The purposes of this study are as follows: First, examined the relationship
of uncertainty(adverse selection, moral hazard, description uncertainty,
performance uncertainty) with attitude for fair trade coffee. Second, used
Theory of Reasoned Action(TRA) that figure out relationships among attitude,
social norm, personal norm and consumers'' purchase intention to identify
fundamental factors driving consumers'' purchase intention of fair trade coffee.
And lastly, analyzed whether social norm had a positive impact on personal
norm. In order to conduct this study, a mobile survey had conducted and data
collected from 370 coffee consumers were statistically analyzed via structural equation modeling(SEM). The results, which had analyzed with statistical
programs SPSS 18 and AMOS 18, are as follows: First, uncertainty that affect
attitude had categorized into four conditions, which were adverse selection,
moral hazard, description uncertainty and performance uncertainty; four
conditions had significantly effects on attitude for fair trade coffee. And
adverse selection, moral hazard, and performance uncertainty had negative
effects on attitude for fair trade coffee. But description uncertainty had
positive effects on the attitude. Second, attitude toward purchasing intention
and social norm toward purchasing intention had significant. Attitude and social
norm had positive effects on consumers'' purchase intention for fair trade
coffee. But personal norm had not significantly effects on consumers'' purchase
intention for fair trade coffee. Lastly, the impact of social norm on personal
norm had significant. And social norm had positive effects on personal norm.
Based on this study'' results, found out how to consumers’ awareness of fair
trade coffee and figured out the operational implications by examining the
decision-making process on consumers'' purchase intention in the fair trade
coffee context.