• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.583-592
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• 2021

This study examines social identity and self-identity as the antecedents of the theory of planned behavior (TPB) model in predicting purchase intention of certified coffee, whereas perceived trustworthiness (PT) is evaluated whether it directly affects intention and/or indirectly through attitude. In addition, ethics and luxury are investigated as the salient beliefs affecting attitude formation in this regard. A face-to-face survey was conducted with 727 coffee consumers in Thailand. Confirmatory factor analysis is applied to assess the adequacy of the model, followed by structural equation modeling to evaluate the hypotheses proposed for the relationships between constructs in an extended TPB model. The results confirm that self-identity is the most influential antecedent on attitude when compared to social identity, and attitude, in turn, is the strongest determinant in predicting purchase intention. PT has a direct positive effect on purchase intention, meanwhile, ethical, luxury beliefs, and PT are confirmed to portrait the attitude formation. As such the marketing campaigns can address manipulating consumers' beliefs on both ethical and luxury aspects as well as PT, along with consumers' social identity and self-identity to fortify a positive attitude toward certified coffee. Then the actual purchase behavior can be foreseen based on empirical evidence.

• Journal of the Economic Geographical Society of Korea
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• v.20 no.4
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• pp.503-521
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• 2017

Demands in a sustainable coffee certification program have increased steadily in the global coffee market. Along with this trend, recently the introduction of sustainable coffee certification programs in Vietnam has increased significantly. However, Vietnam's the coffee certification programs led by a single state-owned company, which is called Vinacafe, shows some differentiations from other sustainable coffee programs certified in other countries. The structure of exclusive decision-making in Vinacafe has been interfered with economic impacts in accordance with the introduction of sustainable coffee certification programs in Vietnam. Therefore, the purpose of this paper is to identify changes in and limits of the value chain of the coffee industry with the introduction of Vietnam's sustainable coffee certification program by investigating the case of Vinacafe. To this end, the research has attempted 1) to concern with the role of Vinacafe in the process of growth in the coffee industry in central highland of Vietnam, 2) to analyze changes stemmed from the introduction of Vinacafe's sustainable coffee certification programs, and 3) to examine the limits to the introduction of sustainable coffee certification programs in Vietnam. As a result, it found out that Vinacafe subsidiaries shifted the losses resulted in the payment of additional environmental costs to produce sustainable certification coffee onto coffee farmers depended on Vinacafe subsidiaries, because the price of premium emerged from supports for certificated coffee production has not been guaranteed by Vinacafe mother firm.

• Journal of the Economic Geographical Society of Korea
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• v.19 no.2
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• pp.399-416
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• 2016

The main aim of the research attempts to identify value relations appropriated and realized in the coffee frontier of Vietnam by investigating the ways in which it is integrated into coffee global value chains driven by multinational companies, and to provide some implications of the integration of the frontier into sustainable coffee global value chains for creating shared value in Dak Lak, Vietnam. Recently Dak Lak has gone through the transition of value relations from exploitative value chains based upon conventional coffee production into shared value chains relied upon the production of sustainable or certified coffee in Dak Lak. The transition has been expected to result in sustainability in the creation of value by enhancing regional competitive advantages and regional bargaining power in global value chains driven by multinational companies. However, the reality has shown the intensification of hierarchical profits allocation among stakeholders such as farmer, middlemen, and multinational companies in the region. The main reasons for this could be found in two perspectives. Firstly, the formation of exclusive relations among farmers, middlemen, and processors has led to stakeholders to secure market, but resulted in the intensification of hierarchy among them in global value chain, because multinational companies could control indirectly over the farming system through exclusive middlemen. Secondly, social and ecological costs imputed by multinational companies to coffee farmers in the name of creating shared value has deteriorated the economic profits of stakeholders such as farmers and middlemen. As a result, it has led to the configuration of systematically hierarchical and subordinated global value chain in Dak Lak.

• Korea Trade Review
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• v.41 no.5
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• pp.1-14
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• 2016

Consumers have been increasing their interests in firms' ethicality as well as in the features of the firms' products when they decide to purchase a certain product. Recently, fair trade is considered to be a type of ethical marketing in the business-to-consumer market. In this regard, the effects of fair trade-based marketing on firm performance have become the center of academic and managerial concerns. Despite this importance, few studies have investigated whether fair-trade is a source of competitive advantage or just a cost of doing business. The present research attempts to provide evidence of how fair trade-based marketing influences competitive advantage. Two experimental studies were conducted to explore consumers' purchase intention, which can be a proxy of competitive advantage, in a foreign product-consumption context. Drawing on the stakeholder theory, the first study was performed to examine the effects of fair trade marketing on consumers' purchase intention through a within-subjects design. In addition, building on the signal theory, the second study was executed to test the effects of a fair trade mark on consumers' purchase intention. The findings of the current research reveal that consumers prefer fair trade-based products to others and that when it comes to fair trade-certified products, consumers are more likely to purchase products with that certification than otherwise, even when those products are sold at higher costs than rival products. Interestingly, the results of this research present that there is a significant difference of consumers' purchase intention of a fair trade-based product between two different marketers. This implies that fair trade-based products should be differentially distributed and targeted at a certain type of consumers.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.12
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• pp.37-50
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• 2017

This study was performed to understand Malaysian Muslims' awareness, attitudes and purchasing behaviour on ginseng (G) and red ginseng (RG) products. A survey of 200 Muslims residing in Malaysia was conducted on awareness, eating experience, preferences, cognitive efficiency of G and RG products, purchase behaviors and satisfaction through a online-survey methodology. Results shows that 50 % and 40% of the participants aware the G and RG products. In particular, awareness amongst female or married consumers is relatively high. Health promotion is the major reasons to consume eat G and RG products in this group of participants. However, the most frequently consumed type of G products was ginseng coffee, candies and chocolates, in their 40s and 50s or married consumers. Participants are also aware of the efficacy claims of these products with regard to improvement of fatigue, immunity and hypertension. While Malaysian Muslim consumers are satisfied with the health claims, convenience to purchase and tastes and aroma, they are dissatisfied with packaging specifications, price. Participants would intend to recommend G and RG products to relatives (82.6%), and are willing to buy them in the future (83.5%). Conclusively, there must be a clear interest and demands of Halal-certified G and RG products among Malaysian Muslims and it is deemed to need of strategic product development and marketing to enhance awareness of G and RG products in the future.