소비자지식의 효과를 고려한 윤리적 제품의 프리미엄 지불의사 및 지불비용 분석-공정무역커피를 대상으로

Title
소비자지식의 효과를 고려한 윤리적 제품의 프리미엄 지불의사 및 지불비용 분석-공정무역커피를 대상으로
Other Titles
A Study of Willingness to Pay Premium and Purchasing Cost of an Ethical Product with Considering the Treatment Effect of Consumer Knowledge
Author(s)
박재홍유소이[유소이]
Keywords
ethical product; consumer knowledge; willingness to pay premium; purchasing cost; treatment effect
Issue Date
201209
Publisher
한국지역사회생활과학회
Citation
한국지역사회생활과학회지, v.23, no.3, pp.291 - 305
Abstract
The purpose of this study was to explore the consumer responses such as willingness to pay premium and purchasing cost for fair trade coffee as an ethical product while considering the treatment effect of consumer knowledge. First, the levels of consumer knowledge,willingness to pay premium and purchasing cost were presented. Then, the influencing factors on willingness to pay premium and purchasing cost of fair trade coffee were analyzed by applying the treatment effect model. From the results, first, the level of willingness to pay premium was high and consumers having purchasing experience of fair trade coffee spent 9,923won at once, while less than half of the consumers knew the fair trade coffee. Second,consumer knowledge, ethical judgement, perception of price value, education level and pocket money significantly influenced to willingness to pay premium, while consumer knowledge,information evaluation, importance of fair trade criteria and level of education significantly influenced to purchasing cost for fair trade coffee. Especially, consumer knowledge of fair trade coffee was an important influencing factor for willingness to pay premium and purchasing cost indirectly as well as directly. Thus, this study might provide some useful information for consumers to choose the ethical behavior and the related companies to create effective promoting strategies for ethical products.
URI
http://hdl.handle.net/YU.REPOSITORY/27197
ISSN
1229-8565
Appears in Collections:
자연자원대학 > 식품자원경제학과 > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE