Self-Identity, Ethical Obligation, and Fair Trade Consumption Among Consumers in an Emerging Fair-Trade Market

Date
2017-01-01
Authors
Shin, Yeun Wook
Ma, Yoon Jin
Koh, Ae-Ran
Journal Title
Journal ISSN
Volume Title
Publisher
Source URI
Altmetrics
Authors
Research Projects
Organizational Units
Journal Issue
Series
Abstract

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.

Description
Keywords
Citation