공정무역마을운동은 공정무역 비즈니스 성과에 영향을 주었는가? 생협의 패널데이터 분석 = Has Fair Trade Towns Movement Impacted Fair Trade Business Performance? A Panel Data Analysis of a Consumer Cooperative

다국어 초록 (Multilingual Abstract)

Since the beginning of the 21st century, the Fair Trade Towns movement has been active in Korea. However, the performance of the Fair Trade Towns movement has not been studied in terms of Fair Trade business. This study empirically analyzes the claim that Fair Trade Towns movement practices promote the consumption of Fair Trade products. The study focuses on the Fair Trade Towns movement and the business performance of Gyeonggi Dure Consumer Cooperative, which is active in Bucheon, Gwangmyeong, and Siheung, Gyeonggi-do. The study collected data on the Fair Trade Towns movements and sales of Fair Trade products by region and month for Gyeonggi Dure, and conducted a panel data analysis. The results of the analysis are as follows.
First, the number of educational activities during Fair Trade Towns movement activities had a positive effect (+) on some business outcomes. Second, the degree of participation in the Fair Trade Towns movement had a positive effect (+) on business performance. This is a meaningful result that confirms the contribution of the Fair Trade Towns movement to the business performance of the cooperative activists who have contributed to the expansion of Fair Trade in Korea. This research confirms that the Fair Trade Towns movement affects Fair Trade business performance by utilizing sales data of Fair Trade products from consumer cooperatives, which will be helpful for future research and the direction of the movement. It is also expected to be used as a resource for future research and policies to revitalize businesses that pursue social values such as Fair Trade.