공정무역커피에 대한 불확실성에 따른 소비자 태도 형성과 규범 및 구매의도 간 구조 관계 분석

Abstract

This study examined the relationships among uncertainty(adverse selection, moral hazard, description uncertainty, performance uncertainty), attitudes, social norms, personal norms and the purchase intentions of consumers. This was done to identify fundamental factors driving consumer purchase intention for fair trade coffee. It also investigated whether social norms have a positive impact on personal norms. Empirical investigation for this survey was conducted and data collected from 370 coffee consumers and was statistically analyzed via structural equation modeling(SEM). The results showed that uncertainty attitudes(adverse selection, moral hazard, performance uncertainty) toward fair trade coffee had negative effects, but description uncertainty had a positive effect on attitude. Furthermore, attitudes toward purchasing intention and social norms caused significantly positive effects on consumer purchase intention. On the contrary, personal norms did not produce a significant effect. Also, the impact of social norms on personal norms was positive and significant. Based on the results of this study, theoretical, academic, and useful practical implications were discussed.