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The Effects of Psycho-social Variables on Consumers' Fair Trade Practice Behavior

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2017, 22(9), pp.163-170
  • DOI : 10.9708/jksci.2017.22.09.163
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : August 3, 2017
  • Accepted : August 25, 2017
  • Published : September 29, 2017

Huh, Eun-Jeong 1

1울산대학교

Accredited

ABSTRACT

The purpose of this study is to find the differences in fair trade practice behavior, according to socio-demographic variables and to analyze the effects of psycho-social variables on fair trade practice behavior. This study includes the psycho-social variables as materialism, altruism, ethical identity, and perceived consumer effectiveness. The results of this study are as follows. First, the mean score of consumers' fair trade practice behavior was 4.12 on a 7-point scale, which means that respondents performed fair trade practice behavior at the middle level. Second, in terms of socio-demographic variables, there was a significant difference only in an age. Third, fair trade practice behavior had positive correlations with each of altruism, ethical identity, and perceived consumer effectiveness. Finally, regression analyses showed that altruism, ethical identity, and perceived consumer effectiveness had positive effects on fair trade practice behavior, whereas materialism had a negative effect on fair trade practice behavior.

Citation status

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