ABSTRACT

This study deals with the motivation of purchasing Fair Trade Products. We conducted in-depth interview with 12 Fair Trade Product buyers and we found three different reasons to buy these products. First is the perception of product quality. Subjects believe that Fair Trade Products offer better quality because they accept Fair Trade as either quality proxy or a cue for halo effect. Next is the low search cost, which is related to the ethical aspect. Interviewees think Fair Trade Product purchase means doing good things to the society and provides similar pleasure of donation. Finally the conspicuous consumption also explains Fair Trade Product purchase.

KEYWORD

공정무역(Fair Trade), 탐색적 연구(Exploratory Study). 구매동기(Purchase Motivation)

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