What consumption values influence to intention to buy fair trade products and how to moderate intention - buying behavior gap = 공정무역제품 구매행동에 어떤 소비가치가 영향을 주며, 어떤 요소가 구매의도와 실제 행동의 간격을 조절하는가

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Fair trade is a term indicating alternative trading partnerships that sustainable development of suppliers in the third world. A growing number of people have been concerned about fair trade in current days. Ethical consumerism has accelerated this phenomenon. However, there is a serious problem in ethical consumerism. Even if ethical consumers have the intention to buy, this intention rarely connects to actual behavior. Moreover, values have a significant role in any attempt to understand consumer buying decisions. There have been only a few studies on which values lead consumers to choose fair trade products. The purpose of this study is to use the extended TPB model to examine what consumption values motivate consumers to buy fair trade products and how to reduce the gap between intention and behavior. An online survey was conducted to gather data. The Structure Equation Model (SEM) and moderated regression analysis were used to investigate the relationships. In the results, among consumption values, premium, perceived quality, and ethical value have positive relationships with implementation intention; intention-behavior gap was positively moderated by PBC and IAT results.
Advisors
Lee, Eue-Hunresearcher이의훈
Description
한국과학기술원 : 경영과학과,
Publisher
한국과학기술원
Issue Date
2013
Identifier
566177/325007  / 020114509
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 경영과학과, 2013.8, [ v, 49 p. ]

Keywords

Fair trade; 구매의도와 행동 불일치; 계획된 행동 이론; 소비 가치; 공정무역; Intention-behavior gap; Consumption value; Theory of Planned Behavior

URI
http://hdl.handle.net/10203/197411
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=566177&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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