윤리적 제품에 대한 소비자 구매 갭(Gap) : 공정무역커피를 대상으로

The fair trade products having characteristics of public goods have been shown the low market share, implying “the ethical purchase gap” in the market. So the purposes of this study were to explain “the ethical purchase gap” between purchase intention and purchase experience of the fair trade coffee and to find the influencing factors on them. According to the results of this study, the level of purchase intention of the fair trade coffee was found to be high while the level of purchase experience was found to be low. It might present the ethical purchase gap between purchase intention and purchase experience of the coffee. In addition, purchase intention was found to be significantly influenced by consumer awareness, consumer attitude, perception of ethical obligation, product anxiety and perception of information cost(time). However, purchase experience was found to be significantly influenced by consumer awareness, consumer attitude, perception of price value and gender. It might imply that influencing factors for purchase intention would be different with those for purchase experience in case of the fair trade coffee. In other words,. consumer attitude and awareness were significantly important factors for both purchase intention and purchase experience of fair trade coffee, while others were significantly different on them. Especially, perception of ethical obligation was an important factor on purchase intention, but it was not for purchase experience. Instead, purchase experience was significantly influenced by perception of price value. Thus, this study might provide useful information to develop effective strategies for increasing purchase intention or purchase experience by understanding the influencing factors on them.