Consumer Intentions toward Fair Trade Products: the Role of Justice Restoration Potential, Product Type, and Consumer Knowledge

• Main Authors: CHU,CHING-YU, 朱景裕
• Other Authors: CHIANG,YI-FANG
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92879480066525901977

碩士 === 逢甲大學 === 合作經濟學系 === 102 === Based upon the justice restoration potential (JRP) theory proposed by White, MacDonnell, and Ellard (2012), this research develops a model to examine factors that influence consumers’ purchase intentions toward fair trade products. This study employs a 2*2*2 between subject, quasi-experiment design. The results show that when consumers perceive their purchase of fair trade products can provide substantial help to people in the Third World, their intentions toward buying fair trade product will be higher. In addition, this research also probes into the moderating effect of product type. This study finds that in the condition of substantial raise in perceived JRP, consumers buying hedonic products will have higher extent of purchase intention than those buying utilitarian products. However, it will make no difference between buying hedonic products and buying utilitarian products, when their perceived JRP is low. This study also finds a significantly positive relationship between consumer knowledge towards fair trade product and the purchase intention. Moreover, consumer knowledge may as well play as a moderating role. Interestingly, under the circumstance of higher perceived JRP, the purchase intentions show insignificant differences between consumers with higher knowledge toward fair trade products and those with lower knowledge. However, in the condition of poor perceived JRP, consumers with higher knowledge will reveal a significantly higher extent of purchase intention than those with lower knowledge. The contributions of this research include: 1. Further examining justice restoration potential and employing the concept to Taiwanese consumers’ intentions toward buying fair trade products; 2. Exploring relative factors that may also influence the consumers’ purchase intentions incorporating product type and consumer knowledge; and 3. Clarifing the relationships between consumers’ purchase intentions, justice restoration potential, product type, and consumer knowledge in the field of fair trade marketing. Keywords: justice restoration potential; product type; consumer knowledge; purchase intention