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http://dx.doi.org/10.29214/damis.2018.37.2.014

A Study on the Effects of Consumer Self-Determination Psychological Needs and Perceived Influence for Fair Trade Products  

Ock, Jung-Won (Dept. of Distribution Management, Catholic University of Pusan)
Publication Information
Management & Information Systems Review / v.37, no.2, 2018 , pp. 283-297 More about this Journal
Abstract
This research focuses on the perceived marketplace influence(PMI: A belief that recognizes the effect that an individual's actions will have on the behavior of other consumers in the market and thus drives them to act on fair trade consumption) of consumers who may act as a more fundamental explanatory alternative to the gap in attitudes and behaviors of fair trade products. The purpose of this study is to investigate the relationship between consumer's self - determination psychological needs (autonomy, competence, relevance), influence (personal influence, market influence), and the assets of fair trade products. As a result of the empirical analysis, it was found that among the major psychological needs related to self-determination, the variables other than competence and the perceived influence relations of consumers can be directly formed, and the perceived consumer effectiveness(PCE) has a positive influence on perceived marketplace influence(PMI). It is also found that the perceived influence of consumers(PCE, PMI) has an influence on the consumers' perceived equity of Fair Trade products. The results of this study will provide an opportunity to theoretically explain the gap between consumers' attitudes and behaviors of Fair Trade products, which is a part of ethical consumption, and provide important implications for the establishment of marketing strategies.
Keywords
Self-Determination Psychological Needs(autonomy, competence, relevance); Perceived Consumer Effectiveness(PCE); Perceived Marketplace Influence(PMI); Fair-Trade Product;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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