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Cosmopolitanism and ethical consumption: An extended theory of planned behavior and modeling for fair trade coffee consumers in South Korea

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  • Hyemi Lee
  • Yanhong Jin
  • Hyun Shin

Abstract

To better understand consumers' fair trade purchasing intentions, this study proposed an extended model of the Theory of Planned Behavior (TPB) in which a new determinant, cosmopolitanism, was added to reflect consumers' global orientation and perception of fair trade coffee in the context of globalization. In addition, this study employed the construct of “purchase implementation intention” to address the gap between stated intention and actual behavior. To test the study's hypotheses, a random survey was administered to 400 participants in Seoul, South Korea, a key emerging market for fair trade coffee consumption. The data were analyzed using a hierarchical regression method. Our findings suggest that (i) attitudes toward purchasing fair trade coffee, subjective norms, and cosmopolitanism were significant factors in predicting purchase implementation intentions with regard to fair trade coffee; (ii) perceived behavioral control was not statistically significant; and (iii) cosmopolitanism had a partial moderating effect on purchase implementation intentions. To confirm the utility of purchase implementation intention, a choice experiment involving 145 undergraduate and graduate students was administered. The data were analyzed using logistic regression. Purchase implementation intention was shown to reflect consumers' actual choice of fair trade coffee. Theoretical and managerial implications are discussed.

Suggested Citation

  • Hyemi Lee & Yanhong Jin & Hyun Shin, 2018. "Cosmopolitanism and ethical consumption: An extended theory of planned behavior and modeling for fair trade coffee consumers in South Korea," Sustainable Development, John Wiley & Sons, Ltd., vol. 26(6), pages 822-834, November.
  • Handle: RePEc:wly:sustdv:v:26:y:2018:i:6:p:822-834
    DOI: 10.1002/sd.1851
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    Cited by:

    1. Ho-Hei Cheng & Shinya Takata & Takaaki Kawanaka & Takahiro Ohno, 2023. "Does SDGs Advertising Promote Ethical Consumer Behavior?: An Integrative Model of Ethical Consumption with Elements of Communication Strategy and Rational Purchase," Sustainability, MDPI, vol. 15(8), pages 1-25, April.
    2. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    3. Luigina Canova & Andrea Bobbio & Anna Maria Manganelli, 2023. "Sustainable purchase intentions: The role of moral norm and social dominance orientation in the theory of planned behavior applied to the case of fair trade products," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(2), pages 1069-1083, April.
    4. Takumi Kato & Katsuya Hayami & Kenta Kasahara & Minami Morino & Yui Ikuma & Ryosuke Ikeda & Masaki Koizumi, 2023. "Environmental vs. labor issues: evidence of influence on intention to purchase ethical coffee in Japan," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    5. Myung Ja Kim & James F. Petrick, 2021. "Roles of constraint and attachment in crowdfunder behavior for sustainable development: An extended theory of planned behavior," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(4), pages 780-792, July.
    6. Patrick Schenk & Jörg Rössel & Sebastian Weingartner, 2021. "It’s All about Distinction: The Lifestyle Embeddedness of Fair Trade Consumption," Sustainability, MDPI, vol. 13(19), pages 1-22, October.
    7. Jisong Kim & Chang-Sik Kim & Mina Jo, 2023. "Cross-Country Analysis of Willingness to Pay More for Fair Trade Coffee: Exploring the Moderating Effect between South Korea and Vietnam," Sustainability, MDPI, vol. 15(23), pages 1-22, November.
    8. Mei‐Fang Chen, 2020. "The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2404-2417, September.

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