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한국 소비자의 공정무역 커피 가격프리미엄지불의사에 대한 연구

A Study on the Willingness-to-Pay the Price Premiums for Fair Trade Coffee in Korean Market

정선미|Hyun Sang Shin
사단법인 사회적기업학회 (Academy of Social Enterprise)|2019.08|사회적가치와 기업연구 (Journal of Social Value and Enterprise)|제12권 제2호|pp. 3-44|DOI 10.32675/ses.2019.12.2.001

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참고문헌

키워드

Theory of Planned Behavior윤리적 소비확장된 계획적 행동이론지불의사CosmopolitanismFair Trade Coffee공정무역 커피Willingness-to-Pay for Price Premium
주제분류경영학

초록

공정무역 커피시장의 지속적 성장을 위해서는 윤리적 소비에 대한 깊은 이해를 바탕으로 마케팅전략을 수립해야 한다. 본 연구에서는 확장된 계획적 행동이론(Extended Theory of Planned Behavior)을 바탕으로한국 소비자가 공정무역 커피에 대하여 지불하고자 하는 가격프리미엄의 지불수준을 파악하고, 소비자의지불의사에 영향을 미치는 주요 특성요인을 찾아내고자 했다. 이를 위해 서울에 거주하는 400명의 성인남녀를 대상으로 온라인 설문조사를 실시했으며 순서형 로짓분석 등을 통하여 분석한 주요 연구 결과는 다음과 같다. 첫째, 약 87%의 응답자가 공정무역 커피에 대하여 가격프리미엄을 지불할 의사가 있음을 보여주었다. 둘째, 태도, 주관적 규범, 세계시민주의가 공정무역 커피 가격프리미엄 지불의사에 영향을 미치는것으로 나타난 반면 지각된 행동통제는 유의한 영향을 미치지 않았다. 셋째, 한국에서는 여성에 비해 남성이 공정무역 커피에 대한 가격프리미엄 지불의사가 높은 것으로 나타났다. 이상의 연구결과는 향후 공정무역 커피시장에서의 고객세분화 및 가격결정 등 실무자들의 마케팅 전략수립시 활용될 수 있다.

Abstract

In spite of price premium, fair trade, a form of ethical consumption, showssteady growth these days. This study adopts an Extended Theory of PlannedBehavior with a new variable, cosmopolitanism, in order to explore Koreanconsumers’ willingness-to-pay the price premium for fair trade coffee andidentify the key consumer characteristics that impact on consumers’ decisionmaking. In an online survey of 400 respondents in Seoul, consumers’ willingness topay price premium is measured. In addition, this study uses an ordered logitregression method. Findings suggest that 1) attitude, subjective norm andcosmopolitanism predict consumers’ willingness to pay price premium for fairtrade coffee; 2) the effect of perceived behavioral control was not significant;3) cosmopolitan as a moderator variable does not show any interaction effecton the relationship between consumer characteristic factors andwillingness-to-pay the price premiums; 4) consumers with higher income orhigher coffee consumption indicate higher willingness-to-pay the pricepremium for fair trade coffee; 5) surprisingly, male consumers are more likelyto pay the price premium for fair trade coffee than female consumers in Korea. Based on the results of this paper, one can develop a better marketing strategyin terms of customer segmentation and pricing.

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