Perceived justice of Fair Trade Organization and social norms on consumer intention to purchase Fair Trade products

• Main Authors: Yu-Chen Chen, 陳昱甄
• Other Authors: Shih-Tse Wang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/87813631945149328417

碩士 === 國立中興大學 === 生物產業管理研究所 === 105 === This study explored the effect of the perceived justice(i.e., perceived distributive justice, perceived procedural justice and perceived interactional justice)on consumers'' trust in Fair Trade organization, social norms(i.e., descriptive norms and injunctive norms)on personal norms, trust and personal norms on attitude and attitude on purchase intention. All participants that have know of fair trade were asked to participate in this survey. Through SEM analysis, the results of this study show that consumers will generate trust through the perceived distributive justice and perceived interactional justice. In term of supporting fair trade products, injunctive norms has a positive impact on personal norms. Consumers will generate positive attitude through the trust and personal norms. Finally, attitude has significant positive effects on purchase intentions. The results of this study can serve as a direction for fair trade companies or organizations to promote fair trade products and communication strategies.