Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effects of Brand Attitude and Purchase Intention on Consumption Values of Fair Trade Coffee

공정무역 커피에 대한 소비가치가 브랜드 태도와 구매의도에 미치는 영향

  • Jung, Ju Hee (Department of Foodservice and Culinary management, Kyonggi University) ;
  • Choi, Mi Sun (Department of Foodservice and Culinary management, Kyonggi University) ;
  • Kim, Ye Young (Department of Foodservice and Culinary management, Kyonggi University)
  • 정주희 (경기대학교 외식조리관리학과) ;
  • 최미선 (경기대학교 외식조리관리학과) ;
  • 김예영 (경기대학교 외식조리관리학과)
  • Received : 2017.07.26
  • Accepted : 2017.10.13
  • Published : 2017.10.30
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Abstract

When purchasing products or services, consumers tend to purchase multiple value attributes through the acquisition of a product rather than physical characteristics. This study empirically analyzed the relations between consumption value, brand attitude, and purchase intention of customers purchasing fair-trade coffee, by dividing consumption values that would have significant effects on consumers' actual purchase behavior into five levels. Among the consumption value factors of customers purchasing fair-trade coffee, the functional value, social value, emotional value, and rare value all had significant effects on brand attitude and purchase intention while the influence of situational value on brand attitude and purchase intention was not verified. These finding are partially concordant with those of preceding studies, and the consumption value of consumers purchasing fair-trade coffee has positive effects on purchase behavior; therefore, it would be necessary for companies selling fair-trade products to understand consumers' specific values. Moreover, analysis of the influence of brand attitude on purchase intention of customers purchasing fair-trade coffee revealed that purchase intention increased when brand attitude was higher. These finding indicate that it is necessary to identify measures to increase purchase intention by targeting consumer groups with high brand attitude with intensive promotions.

Keywords

References

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