Self-Identity, Ethical Obligation, and Fair Trade Consumption Among Consumers in an Emerging Fair-Trade Market
Ma, Yoon Jin
Based on the modified theory of planned behavior, this study aimed to explore consumer characteristics by focusing on social images and beliefs such as self-identity and ethical obligations, socially responsible consumption, and fair-trade beliefs from their previous purchase experience of fair-trade products. The data was collected from a convenient sample of 276 Korean consumer panels recruited through an independent marketing research company. There were significant differences in self-identification, ethical obligation, beliefs about fair practice, and socially responsible consumption behaviors, particularly on supporting responsible and cause-related products, purchasing local products, and helping small businesses, between fair-trade products purchasers and non-purchasers.