A Study on Fair Trade Perception and Purchase Behavior of University Students

대학생의 공정무역에 대한 인식과 구매행동 유형에 관한 연구

Choi, Ara;Koo, Hye-Gyoung

  • Received : 2018.10.30
  • Accepted : 2018.12.24
  • Published : 2019.01.28


The purpose of this study is to identify factors affecting the purchase of Fair Trade products and to segment consumer which were typed according to the fair trade consumption competency, attitude and ethical consciousness of the University students. As a result, there are 4 type consumers, general type, indifferent type, individualism type, and fair trade practice type. Factors that directly affect the purchase experience of Fair Trade products are knowledge, willingness and interest in fair trade. In the end, education should be provided through fair education and ethical consumption through systematic education, and outside of school, social effort should be accompanied by the media and various contents to enable college students to promote their knowledge and interest in fair trade. In order to activate the fair trade market, it will be necessary to improve the quality to secure the market value as a commodity and to increase the price acceptance of the consumer.


Fair Trade;Consumer Type;Fair Trade Knowledge;Fair Trade Skill;Fair Trade Involvement


Supported by : 충남대학교