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http://dx.doi.org/10.17495/easdl.2017.6.27.3.257

Effect of Values on Attitudes and Behavioral Intentions of Consumers towards Fair Trade Coffee - Moderating Effect of Ethical Consumption Consciousness -  

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)
Publication Information
Journal of the East Asian Society of Dietary Life / v.27, no.3, 2017 , pp. 257-267 More about this Journal
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
Fair trade coffee; Schwartz' values; attitude; behavioral intention; ethical consumption consciousness;
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Times Cited By KSCI : 3  (Citation Analysis)
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