KCI등재
Gender and Attitude to Fair Trade : Examination of the Mediation Effect by Consumer Social Mindedness
저자
발행기관
학술지명
권호사항
발행연도
2011
작성언어
-주제어
KDC
325
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
23-31(9쪽)
제공처
公平交易是一?可??商?模式,其特点于“生?商和?家之?的直接交易,?生?商??更价格相?更高更公平,是?家和生?者之?的?期保?,依?于信用?系,更高的???准,而且更?保(Golding,2010)。??始是?了?小?富差距(主要是北半球的消?者?南半球的小?模??和??者之?),因?在??市??系中,?人?法提高生活?量。据美?Transfair?道,??的??豆?民?出3美元拿?只能?利2美分(公平交易?盟,2010)。 其基本思路是,生?者?至少??生?成本,?且?使价格高于市?价格,?家也?支付。?有中?商就?保了??“高于正常市?价格”也就是所?的公平价格,不??高。例如,根据公平交易????的?准,??公平交易保????民每公斤??豆最高可?取的价格的百分之十(公平交易?盟,2010). 最近,?着全球?量和消?者?公平交易的??的快速上升,理解的消?者??公平交易?品?得更加重要。以往硏究主要??了?洲和北美消?者?公平交易?品的???机,以及他?的人口特征。有趣的是,消?者人口???量,如性?,?公平交易?品消?的影?好??半。一些硏究表明,女性消?者?公平交易?品更感?趣,?且?点和在其他地方硏究中得出的有?道德消?(e.g.,Kwong,Yau,Lee,Sin,and Tse 2003)和商??境中的道德抉?(e.g.,Bampton and Maclagan 2009)基本一致。然而,其他硏究指出,在公平交易无性?差?(Doran 2009)。 ?于性?影?好??半的其中一?解?也?是消?者性?和性??同之?的差?。通常情?下,社?科?中,sex是指生物?上男性和女性的??,gender?更多?心理范?有?((Fischer and Arnold, 1994)。普遍??,消?硏究采用性??同作??量比默?性?更容易解?(Fischer and Arnold,1994)。具??施方法之一是使用消?者男性/女性的价?取向,其??人成?所?的文化有?,可能?生物性?一致但也可能不然(Hofstede,2001)。?然?有直接聚焦于女性交易,Doran硏究的消?者的价??和他??公平交易消?的影?表明,公平交易?品的消?者往往表??更多?注他人利益,也就是,公平交易的?民。因此,建?更在乎他人利益的女性消?者,更加?注???家?困?民的利益。因此,提出假?1如下: 假? 1a:女性消?者在公平交易中更??。 假? 1b:?人价?取向上偏女性化的男性消?者在公平文易中?(否)更??。 如前所述,一些公平交易的硏究表明,消?者人口???据的影?好??半。?于??差?,有人??,和其他更主要的?量相比,消?者和非消?者的人口???差??得微不足道(Doran,2009,2010)。Doran(2010)指出,价?普遍性?公平交易消?有?。?一?硏究也表明,道德消?水平影?消?者?公平交易的?度(Kim et al., 2009)。?些硏究?明,一些高??量?影?消?者的社??任行?,比如?公平交易更加??的?度。 此外,?
더보기Currently many research reported that more and more consumers consider ethical factors as one of the more critical cues in their decision making (Bray, Johns, and Kilburn 2011). This study is interested in one particular area of ethical consumption, purchasing fair trade products. Fair trade is an alternative business model which is characterized by “direct trade between producers and buyers, relatively higher and fair price for producers, long-term commitment between buyers and producers, reliance on credit system, higher labor standards, and upholding environmental concerns (Golding, 2010). It started as an effort to narrow the gap between the haves (mainly consumers of the northern hemisphere) and the have-nots (small scale farmers and laborers of the southern hemisphere) who have little chance of improving the quality of life in the conventional marketing system. According to Transfair USA, conventional coffee bean farmers receive only two cents from the sale of $3 latte (Fair Trade Federation, 2010). The basic idea is that producers should earn at least the cost of production and buyers should pay as much even though the price is higher than the market price. Having few middlemen ensures this higher-than-regular market price, which is called the fair price, not very high. For example, typically fair trade certified coffee farmers can earn ten cent premium on top of the per kilo price of coffee beans, according to Fairtrade Labeling Organization standards (Fair Trade Federation, 2010). As the global sales volume and consumers’ awareness of fair trade is increasing rapidly recently, understanding consumers who buy fair trade products gets more important. Previous research which mainly performed in Europe and North America has investigated consumers’ purchasing motivation of fair trade products, as well as their demographic characteristics. It is interesting that the effect of consumers’ demographic variables, such as gender on the consumption of fair trade products has been mixed. Some research suggested that female consumers were more interested in fair trade products in general and that was in line with the result from the research on other venues of ethical consumption (e.g., Kwong, Yau, Lee, Sin, and Tse 2003) and ethical decision making in business settings (e.g., Bampton and Maclagan, 2009). However, other studies pointed out that there were no gender differences in fair trade consumption (Doran, 2009). One possible explanation for the mixed results of gender effects might lie with the difference between sex and gender identity of consumers. Typically, in social sciences sex refers to biologically based distinction of male and female, and gender is more about the psychological aspects related to sex (Fischer and Arnold, 1994). It has been argued that gender identity has more explanatory power than sex and should be used in consumer research instead of the default sex as a variable (Fischer and Arnold, 1994). One way to operationalize gender is using consumers’ masculine/feminine value orientation, which individuals internalized growing up in their culture and might or might not be consistent with ones’ biological sex (Hofstede, 2001). While not directly deals with the focal topic of femininity, Doran’s study of consumer values and their influence on fair trade consumption indicated that consumers of fair trade products tend to exhibit higher concerns of the welfare of out-group members, that is, fair trade farmers. Thus, it is suggested that consumers with higher level of femininity, who care more about other people’s welfare, will be more interested in welfare of poor farmers in faraway countries. Thus, hypothesis 1 is proposed as below. H1a. Female consumers will show more positive attitude toward fair trade. H1b. Consumers who are more feminine (masculine) in their personal value orientation will show more (less) positive attitude toward fair trade.
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