Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on How Barista's Ethical-Consumption Consciousness Effects to Sale of Fair-Trading Coffee

바리스타의 윤리소비의식이 공정무역커피 판매에 미치는 영향 - 프랜차이즈 커피 전문점 바리스타를 중심으로 -

  • Kim, Ji-Eung (Department of Foodservice Management, College of Culture and Tourism, Jeonju University) ;
  • Jeon, Hyo-Jin (Department of Foodservice Management, College of Culture and Tourism, Jeonju University) ;
  • Cho, Won-Young (Major of Tourism & Food Service Management, The Graduate School of Management, Jeonju University)
  • 김지응 (전주대학교 문화관광대학 외식산업학과) ;
  • 전효진 (전주대학교 문화관광대학 외식산업학과) ;
  • 조원영 (전주대학교 경영대학원 관광외식경영전공)
  • Received : 2013.12.17
  • Accepted : 2014.02.20
  • Published : 2014.02.28
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Abstract

The coffee industry has grown very fast ever since international coffee brands were launched in the 1990's. Recently, consumers have begun to focus on coffee produced ethically. This phenomenon is due to ethical-consumption consciousness, which consists of three factors, emotional value, social value and function value. Most studies on this topic have focused on consumers who purchase fair-trade coffee. Thus, this study is novel in its focus on baristas who sell fairtrade coffee in their shops as well as differences from former studies. The three factors of ethical-consumption consciousness of baristas affected the sale of fair-trade coffee, except for the function value. Therefore, the sale of fair-trade coffee could be influenced by ethical-consumption consciousness of baristas. This study shows that education of baristas can promote the sale of fair-trade coffee. However, there are limitations as it only researched coffee brands ranked in the top 5, so further studies will be required in the future.

Keywords

References

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