Factors Influencing the Purchase of Fair Trade Products and E-commerce Startups: The Role and Implications of Digital Competency and Global Mindset

Research Purpose: This study aims to identify the determinants of how trust in fair trade, global mindset, and digital competency influence the intention to purchase fair trade products and the intention to start an e-commerce business. Research Methods: This study examined the factors influencing the intention to purchase fair trade products and the intention to engage in e-commerce startups, employing data analysis through the SPSS statistical program. Results in Research: The analysis yielded the following results. First, trust in fair trade and a global mindset were found to have a positive impact on the intention to purchase fair trade products and the intention to start an e-commerce business. Second, digital competency did not have a significant positive effect on either intention. Research Conclusion: Therefore, companies related to fair trade need to establish marketing strategies that can encourage consumer trust and ethical consumption. In addition, the government and related institutions should develop and operate various programs to raise awareness of fair trade and enhance global business competency.