Browse > Article
http://dx.doi.org/10.5934/KJHE.2011.20.6.1121

Promotion strategies for consumption of the fairly traded products  

Seo, Jeong-Hee (Dept. of Child & Family Welfare, Ulsan University)
Publication Information
Korean Journal of Human Ecology / v.20, no.6, 2011 , pp. 1121-1133 More about this Journal
Abstract
Fair trade has received increasing attention from ethical consumers in the North Trans-Atlantic world. It is a movement establishing alternative trading organizations to ensure minimal returns, safe working conditions, and to provide continuity in the trading relationship for disadvantaged producers, especially women and indigenous people in the South. Despite of the growing fair trade movement in the U.S. and Europe, it is still in the introductory stage in Korea. Although fair trade has gained some attention because of the efforts of activists, most Korean consumers are still unaware of it. This paper is divided into four sections including an introduction and conclusions. In section two, I analysed sales of the fairly traded products and the websites of the fairly traded products sellers. In section three, I proposed two effective recommendations for the better marketing and promotion strategies of fairly traded products. One proposal is for providing consumer information, like fair trade certificates, consumer campaigns, and consumer information of the fair trade sellers' websites analyses. The other is for establishing the infrastructure to promote the consumption of fairly traded products such as consumer education, corporate social responsibility, social enterprise, fair trade town and school, and networking. This study is relavant to academics, non-profit fair trade organizations, manufacturers, retailers and governments.
Keywords
Fair trade; fairly traded product; fair trade organization;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 류은아. (2003). 기업의 사회적 책임활동이 구매의도에 미치는 영향에 관한 연구, 한국광고홍보학회 춘계학술대회 자료집.
2 매일경제 편집부. (2011, 5. 9). 교사도 공정무역 연수, 매일경제, p. 19.
3 박명희, 송인숙, 손상희, 이성림, 박미혜, 정주현, 천경희, 이경희. (2011). 누가 행복한 소비자인가?. 서울 : 교문사.
4 배현미. (2003). 기업의 사회적 책임활동이 기업명성에 미치는 영향, 한국광고홍보학회 춘계학술대회 자료집.
5 비즈플레이스 편집부. (2009, 5. 22). 공정무역에 대한 인식과 제품 구매 행태, 비즈플레이스, p. 15.
6 서정희, 허은정, 전향란, 김향숙. 이아름, 김미수, 박진영. (2010). 공정무역을 통한 윤리적 소비 실천방안, 국내공정무역 단체의 활동을 중심으로, 한국생활과학회 2010년 봄 학술대회 발표논문집, 174-175.
7 아주경제 편집부. (2011, 5. 11). 유럽 코리아 재단, 세계공정무역의 날 기념행사, 아주경제, p. 16.
8 이연주. (2011, 6. 7). 프랑스지자체, 착한소비 공정무역 바람훈훈...외국기업에도 불까, SBS CNBC, p. 12.
9 이정옥. (2008). 세계 공정무역의 흐름과 한국상황. iCOOP 생활협동조합연구소 2주년 기념 자료집, 7-26.
10 Lee, S. H., & Kim, B. Y. (2011). A study on consumer attitudes toward socially responsible fashion corporate. Journal of the Korean Society of Design Culture, 17(1), 425-434.
11 Lee, Y. W. (2009). Consumer Awareness about fair trade in non-profit organization focused on social responsibility activities. Unpublished master thesis, Hongik University.
12 Loureiro, M. L., & Lotade, J. (2005). Do fair trade and eco-labels in coffee wake up the consumer conscience?. Ecological Economics, 53, 129-138.   DOI   ScienceOn
13 Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. The Journal of Consumer Affairs, 39(1), 121-147.   DOI   ScienceOn
14 Nicholls, A. (2002). Strategic options in fair trade retailing. International Journal of Distribution Management, 30(1), 6-17.   DOI   ScienceOn
15 Park, M. H., & Kang, L. J. (2009). Study on the concepts and practice of ethical consumption. Korean Journal of Human Ecology, 18(5), 1047-1062.   DOI   ScienceOn
16 Park, J. C., & Hong, S. J. (2009). The ffects of corporate responsibility activities on the customer loyalty: the mediating role of the reciprocity and trust. Journal of Marketing Management Research, 14(4), 19-35.
17 Dawkins, J., & Lewis, S. (2003). CSR in stakeholder expectation: And their implication for company strategy. Journal of Business Ethics, 44(4), 497-505.
18 Seo, H. H. (2011). Evaluation of consumer ethical education using fair trade coffee. 2011 International Conference on Family as Social Capital, 369-370.
19 Wright, L. T., & Heaton, S. (2006). Fair trade marketing: An exploration throughout qualitative research. Journal of Strategic Marketing, 14, 411-426.   DOI   ScienceOn
20 Clarke, N., Barnett, C., Cloke, P., & Malpass, A. (2007). The political rationality of fair trade consumption in the United Kingdom. Politics & Society, 35(4), 583-607.   DOI
21 De Pelsmacker, P., Driesen, L., & Rayp, G. (2005). Do consumers care about ethics? Willingness to pay for fair -trade coffee. Journal of Consumer Affairs, 39(2), 363-385.   DOI   ScienceOn
22 De Pelsmacker, P., Janssens, W., Stercks, E., & Mielants, C. (2006). Fair-trade beliefs, attitudes and buying behaviour of Belgian consumers. International Journal od Nonprofit and Voluntary Sector Marketing, 11(2), 125-138.   DOI   ScienceOn
23 Dine, J. (2008). Democratization: the contribution of fair trade and ethical trading movements. Indiana Journal of Global Legal Studies, 15(1), 177-212.   DOI
24 Hira, A., & Ferrie, J. (2006). Fair trade: Three key challenges for reaching the mainstream. Journal of Business Ethics, 63, 107-118.   DOI
25 Lee, S. H., & Kim, M. Y. (2006). The effects of corporate social responsibility on brand attachment and brand equity. The Research Journal of Costume Culture, 14(4), 684-697.
26 Kim, G. S., Song, J. G., & Lee, S. A. (2009). The effect of fair trade on consumer behavior: In terms of ethical consumerism. 경영학연구, 38(1), 295-315.
27 Koh, A. R., & Noh, J. Y. (2009). Ethical fashion consumer behavior in Korea: Factors influencing ethical fashion consumption. Journal of the Korean Society of Clothing and Textiles, 33(12), 1956-1964.   과학기술학회마을   DOI   ScienceOn
28 Lee, H. J., & Park, J. C. (2009). The effects of corporate social responsibility activities on product and corporate evaluation: the mediating role of trust. Korea Marketing Review, 24(1), 231-150.
29 이지유. (2011, 5. 6). 공정무역 생산지 휴먼 다큐, 스크린으로 만난다, AVING, p. 19.
30 이현준. (2011, 5. 25). 공정무역 도시 만들기 맞손, 경인일보, p. 20.
31 원창수. (2009). 대안무역 단초로서 공정무역, 2009 한국사회포럼 기획토론 발제자료집.
32 조혜정. (2009a). 초콜릿은 천국의 맛이겠죠. 한겨레 21, 745호, 19-20.
33 조혜정. (2009b). 착한 초콜릿. 한겨레 21, 747호, 21-22.
34 착한 초콜릿 대박으로 돈은 얼마나 벌었을까?. (2009, 2. 15). 한국공정무역연합, 자료검색일 2011, 5. 16, 자료출처 http://cafe.naver.com/fairtradekorea/1540
35 천경희, 홍연금, 윤명애, 송인숙. (2010). 착한소비 윤리적 소비. 서울 : 시그마프레스.
36 천경희. (2011, 5. 20). 공정무역은 행복한 소비, 여성신문, p. 11.
37 최혜규. (2011, 5. 16). 부산서도 공정무역 동참 촉구 캠페인, 부산일보, p. 17.
38 Cha, T. H., & Ha, J. Y. (2010). Why do consumers purchase fair trade products?. Journal of Consumption Culture, 13(1), 1-20.   DOI   ScienceOn
39 Bird, K., & Huges, D. R. (1997). Ethical consumerism: The case of fairly traded coffee. European Review, 6(3), 159-167.
40 Boonan, A., Huisman, W. Sarrucco-Fedorovtsjev, E., & Sarrucco, T. (2011). Fair Trade Facts & Figures, A Success Story for producers and Consumers, The Dutch Association of Worldshops.
41 Cho, H. K., & Rhee, K. C. (2003). The analysis of consumer information on electronic commerce-focused of accessibility and suffiency in user interface. Journal of Consumer Studies, 14(2), 161-178.
42 Choi, J. S., & Cho, C. K. (2009). Strategy and the analysis of its effectiveness of global citizenship education through geography. Journal of Geographic and Environmental Education, 17(2),239-257.
43 강병철. (2010, 8. 9). 국제 공정무역 인증기구' 한국에 내년 공식 진출, 중앙일보, p. 19.
44 고애란. (2009). 국내 소비자의 윤리적 소비행동 특성과 앞으로의 전망, 패션정보와 기술, 6, 54-62.
45 고희정. (2011, 6. 24). 공정무역 외치는 스타벅스 등... 실상은 글쎄, 메디컬투데이, p. 17.
46 김나경. (2011). 윤리적 소비자가 몰려온다. LG Business Insight 3월호, 24-32.
47 김무정. (2011, 7. 13.). 공정무역 카페 1호점 '비마이프렌드' 문 열어, 국민일보, p. 27.
48 김보미. (2011, 7. 6). 공정무역 상품 등 코너 마련...G마켓, 사회적기업 돕는다, 경향신문, p. 17.
49 김성대. (2011, 5. 12). 롯데홈쇼핑 공정무역상품 기부방송, 포커스신문사, p. 18.
50 김재문. (2009). 착한 마케팅의 명암과 성공 조건. LG Business Insight 10월호, 17-29.