공정무역 커피 브랜드 이미지가 지각된 가치와 재방문의 도에 미치는 영향 -바리스타과정 학생을 중심으로-

At the present day, ethical purchase is one of the most important consuming trend in the world. The research investigates the relationship between revisitation, the brand image of fair trade coffee and the percevied value through field survey to suggest active and variety marketing methods about fair trade products and look around the various issues that can influence to these product consumption, so it provides primary data of differentiated marketing planning about fair trade goods from the perspective of organization. The outcomes of hypothesis testing in this study display below: First of all, product image in brand image issues has positive impact on the perceived value. Secondly, the perceived value has also positive impact on revisitation. Last but not least, product image in brand image issues also has positive impact on revisitation. Therefore, by raising awareness of social responsibility and perceptibility the level of awareness about brand image of fair trade coffee can be enhanced. Through the mentioned outcome above, it has to be an opportunity to grow ethical organization and ethical consumers.