윤리적 제품에 대한 소비자 구매 갭(Gap) : 공정무역커피를 대상으로
Ethical Purchase Gap of the Fair Trade Coffee
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초록
공공재적 성격을 지니는 윤리적 표시 제품들은 긍정적인 소비자태도에도 불구하고 시장에서 낮은 점유율을 보이는 윤리적 구매 갭 현상을 보이고 있다. 이에 따라 본 연구는 대표적인 윤리적 소비제품인 공정무역커피에 대한 소비자의 구매의도와 구매경험 간의 갭을 파악하고, 더 나아가서 관련 요인들의 영향력에 있어서 어떠한 차이가 있는 가를 분석하고자 하였다. 분석 결과 다수의 응답자가 향후 공정무역커피를 구매할 의도가 있다고 응답한 반면, 실제 구매경험이 있다고 응답한 소비자들은 상당히 낮은 것으로 나타나 구매의도와 구매경험 간의 차이가 존재함을 알 수 있다. 관련 요인에 있어서도 공정무역커피의 구매의도와 구매경험에 유의한 영향요인들에 차이가 있는 것으로 나타났다. 먼저 구매의도에 유의한 영향요인으로 소비자인지, 소비자태도, 윤리적 책임 지각, 제품선택 불확실성 지각 및 정보비용 지각이 유의한 것으로 나타난 반면, 구매경험의 경우는 소비자인지와 소비자태도, 가격가치 지각 및 성별이 유의한 것으로 나타났다. 즉, 공정무역커피에 대한 소비자의 구매의도와 구매경험에 있어서 소비자태도와 인지도는 동일하게 유의한 요인으로 나타났으나 이들을 제외한 요인들은 서로 상이한 것으로 나타났다. 특히 윤리적 책임 지각은 구매의도에는 긍정적인 요인인 것으로 나타났으나 실제 구매행동에 있어서는 제품에 대한 가격가치 지각이 보다 유의한 요인으로 작용하고 있음을 알 수 있다. 이처럼 사회적 책임을 지각하여 제품 선택이 이루어지는 공정무역 커피에 대한 소비자 행동의 이해를 통해 향후 관련 제품의 구매의도나 구매행동 제고를 위한 방안 모색에 있어서 효과적인 정보로 활용될 수 있을 것이다.
Abstract
The fair trade products having characteristics of public goods have been shown the low market share, implying “the ethical purchase gap” in the market. So the purposes of this study were to explain “the ethical purchase gap” between purchase intention and purchase experience of the fair trade coffee and to find the influencing factors on them. According to the results of this study, the level of purchase intention of the fair trade coffee was found to be high while the level of purchase experience was found to be low. It might present the ethical purchase gap between purchase intention and purchase experience of the coffee. In addition, purchase intention was found to be significantly influenced by consumer awareness, consumer attitude, perception of ethical obligation, product anxiety and perception of information cost(time). However, purchase experience was found to be significantly influenced by consumer awareness, consumer attitude, perception of price value and gender. It might imply that influencing factors for purchase intention would be different with those for purchase experience in case of the fair trade coffee. In other words,. consumer attitude and awareness were significantly important factors for both purchase intention and purchase experience of fair trade coffee, while others were significantly different on them. Especially, perception of ethical obligation was an important factor on purchase intention, but it was not for purchase experience. Instead, purchase experience was significantly influenced by perception of price value. Thus, this study might provide useful information to develop effective strategies for increasing purchase intention or purchase experience by understanding the influencing factors on them.
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