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http://dx.doi.org/10.7318/KJFC/2017.32.5.403

Effects of Brand Attitude and Purchase Intention on Consumption Values of Fair Trade Coffee  

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)
Publication Information
Journal of the Korean Society of Food Culture / v.32, no.5, 2017 , pp. 403-411 More about this Journal
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
Fair trade coffee; consumption values; brand attitude; purchase intention;
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