Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Effect of Values on Attitudes and Behavioral Intentions of Consumers towards Fair Trade Coffee - Moderating Effect of Ethical Consumption Consciousness -

공정무역커피 소비자의 가치, 태도 및 행동의도의 인과관계 - 윤리적 소비의식의 조절효과 -

  • Park, Sun-Woo (Dept. of Culinary Science & Food Service Management, Graduate School, Kyung Hee University) ;
  • Yoon, Hye Hyun (Dept. of Culinary Arts & Food Service Management, Kyung Hee University)
  • 박선우 (경희대학교 대학원 조리외식경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Received : 2017.02.21
  • Accepted : 2017.05.16
  • Published : 2017.06.30
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Abstract

This study investigated the effects of values towards Korea fair trade coffee consumers upon attitudes and behavioral intentions and verified the moderating effects of ethical consumption consciousness between relationships among values, attitudes and behavioral intentions. A total of 283 data were analyzed for consumers of fair trade coffee residing in Seoul. Structural equation models were used to identify the relationship between the variables. As a result of the analysis, Schwartz (1994)'s 30 value items were factored into four areas: openness to change, self-enhancement, conservation, and self-transcendence. The value of 'self-transcendence' showed a significant positive impact on attitudes toward fair trade coffee, whereas 'openness to change' had a significant negative impact. Positive attitude toward fair trade coffee showed a significant impact on intentions to buy fair trade coffee. In addition, a moderating effect of ethical consumption consciousness between attitude and behavioral intention was found. Limitations and future research directions are also discussed.

Keywords

References

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