Do Consumers Prefer FAIR TRADE Products? The Moderating Role of Country : Korea and the U.S.

Kim, Gwang-Suk,Song, Jang-Gwen 釜山 大學校 經營 經濟 硏究所 2009 經營 經濟 硏究 Vol.29 No.1

While research has begun to emerge regarding the benefits of Fair Trade to producers and consumer demand for Fair Trade products, there has been virtually no academic research focusing on its effect on preference for products. This research has significant implications to progress towards its expansion because we prove the positive influences of Fair Trade on businesses such as consumers’ preference for products. Despite the maturity of the literatures that consider Fair Trade, very little work seems to have been undertaken to illustrate the positive effects of Fair Trade and no work related to its effect on preference has been conducted. The primary purpose of this paper is to highlight further research opportunities and to find the effect of Fair Trade on preference by exploring consumer behavior. Structural equation modeling is used to verify the causal relationships from ethical consumerism to preference for Fair Trade products through attitude towards Fair Trade and Fair Trade products. In particular, this study used two samples of 564 consumers in Korea and 247 in America on the basis of the hypothesis that consumer behavior towards Fair Trade varies depending on country. This study contributes to both of the practical and academic areas in several ways. 공급자에게 돌아오는 Fair Trade로부터의 효익과 Fair Trade제품에 대한 소비자의 수요에 관한 연구들이 등장해 오고 있는 반면, Fair Trade가 제품에 대한 선호도에 미치는 영향에 관한 연구가 수행되지 않아왔다. 본 연구는 소비자의 제품에 대한 선호와 같은 Fair Trade의 긍정적인 영향들을 증명함으로써, 이의 확장에 중요한 함축적 의미를 전달하고 있다. Fair Trade에 대한 연구가 상당히 진행되었음에도 불구하고, 극소수의 연구들만이 Fair Trade가 주는 긍정적인 효과를 밝힘을 보여 왔다. 본 연구의 주된 목적은 추후연구 기회를 강조하고, 소비자행동 연구를 통한 Fair Trade의 선호도에 미치는 효과를 분석하기 위함이다. (1)윤리적소비주의, (2)Fair Trade에 대한 태도, (3)Fair Trade제품에 대한 태도, (4)선호도와 같은 본 연구가 제안한 모델 내 주요 변수들 간의 인과관계를 분석하기 위하여 구조방정식모형 접근을 시도하였다. 더욱이, Fair Trade에 대한 태도가 국가 간에 차이가 있을 것이라는 가설 하에, 564명의 한국 소비자들과, 24명의 미국 소비자들을 대상으로 설문을 실시하였다. 결론에는 본 연구가 주는 학문적·실무적 공헌점들을 기술하였다.

공정무역의 가치사슬과 주류화: 한국의 공정무역 사례

장승권,김선화,조수미 서울대학교 국제학연구소 2016 국제지역연구 Vol.25 No.4

This study aims to explain Fair Trade in terms of value chain model and to investigate Fair Trade value chains in Korea. Fair Trade value chain has been developed by various organizations around the world. Recent researches have showed mainstreaming of Fair Trade in Western countries might cause fair-washing, co-optation, and dilution of Fair Trade values. This research sheds light on the issues and the ways in which Fair Trade in Korea can minimize those drawbacks. In Korea, Fair Trade market has been developed by social economy organizations, notably Fair Trade Organizations (FTO), consumer co-operatives, and social enterprises even if few retailers and traders involved in Fair Trade market with FLO mark. However, it is practicable major retailers or multinational corporations are likely to take part in Fair Trade market in Korea. Hence it is needed to act to minimize the problems caused by mainstreaming of Fair Trade. Having value chain perspective, the present research is different from many of previous researches in Korea, which are mainly concerned with consumers’ and producers’ aspects of Fair Trade. 본 연구는 한국의 공정무역(Fair Trade)을 가치사슬(value chain) 이론으로 분석한 것이다. 유럽과 북미를 중심으로 공정무역이 주류화(mainstreaming)되면서 공정무역 가치사슬은 복잡하고 다양하게 변화되고 있다. 주류화로 인해 공정무역 가치사슬이 페어워싱(fair-washing), 포섭(co-optation), 희석(dilution) 되는 과정을 겪기도 한다. 한국 공정무역이 이러한 문제들을 최소화하면서 주류화 될 수 있는 방안을 모색한다. 한국 공정무역 시장은 공정무역단체, 생협, 사회적기업 등 사회적경제 조직을 중심으로 커가고 있다. 일반기업들도 공정무역 인증제품을 판매하고 있으나 시장규모는 크지 않다. 하지만 대기업들이 언제든지 공정무역시장에 참여할 수 있는 상황이다. 따라서 공정무역의 주류화로 인해 나타날 수 있는 문제들을 최소화 하기 위한 실천이 필요하다. 본 연구는 공정무역 가치사슬 이론을 기반으로 한국의 공정무역 사업참여자들을 조사하여 분석하였다는 점에서 기존 국내연구와는 차별점을 갖는다.

공정무역에 관한 평가와 성서적 기조

심종석,유혜영 한국로고스경영학회 2019 로고스경영연구 Vol.17 No.4

In this study, through the evaluation of fair trade, the biblical perspectives on fair trade were merged to infer its net functional significance and to present the path to fair trade in the future. Generally Fair trade is an institutional arrangement designed to help producers in developing countries achieve better trading conditions. Members of the fair trade movement advocate the payment of higher prices to exporters as well as improved social and environmental standards. The movement seeks to promote greater equity in international trading partnerships through dialogue, transparency and respect. It promotes sustainable development by offering better trading conditions to and securing the rights of marginalized producers and workers in developing countries. Fair trade is grounded in three core beliefs. Firstly, producers have the power to express unity with consumers. Secondly, the world trade practices that currently exist promote the unequal distribution of wealth between nations. Lastly, buying products from producers in developing countries at a fair price is a more efficient way of promoting sustainable development than traditional charity and aid. Specifically, Fair trade identity is also accepted in the Bible. In other words, it is expressed in various ways in terms of justice, fairness and fairness. In short, the Bible can summarize fair trade as' the righteous, honest, upright, right relationship, and the very joyful, joyful, and pleasant things of the process of doing good, the power and riches of belonging to those who are capable, brave, and good in all things. have. This implies that fair trade is a real identity to be secured and a direction to be taken. 본고는 오늘날 공정무역의 본말을 되짚어 여기에 공정무역에 관한 또는 공정무역을 보충할 수 있는 성서의 기조를 병합하여 보다 확장된 시각에서 그 순기능적 의의를 추론하고 이로부터 향후 공정무역의 바람직한 노정제시에 목적을 둔 논문이다. 공정무역은 저개발국가 생산자와 노동자의 복지를 증진하여 인류애적ㆍ인본적 시각에서 공평하고 정의로운 무역질서 확립을 기치에 두고 있다. 곧 저개발국의 생산자나 노동자들의 권리를 신장하고, 그들에게 보다 유리한 교역조건 내지 대가를 제공하여 이로써 빈곤을 퇴치하고 생산성 향상을 유도함으로써 지속적 성장발전에 기여한다는 다목적 운동으로서의 지위를 점한다. 공정무역의 정체성은 성서에서도 그 본말을 다름없이 수용하고 있는데, 곧 정의와 공평 그리고 공정 그 밖에 이에 의제할 수 있는 단어로 다양하게 표현되고 있다. 요컨대 공정무역에 관한 성서의 기조는 ‘의롭고 정직하며 곧고 바른 관계 내지 그 실체’, ‘선을 행하는 과정에서 파생한 것으로서 매우 기쁘고 즐거운 그리고 유쾌한 것’, ‘능력 있고 용감하며 매사를 선하게 도모할 수 있는 사람에게 속한 권능과 부의 실체’ 등으로 요약할 수 있다. 이는 오늘날 공정무역이 담보해 두어야 할 실질이자 나아가야할 바람직한 노정임을 함의한다.

Gender and Attitude to Fair Trade : Examination of the Mediation Effect by Consumer Social Mindedness

Eugene Song 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.1

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,? Currently 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.

공정거래 행정사건의 심급 전환에 관한 입법적 고찰

김봉철 한국입법학회 2023 입법학연구 Vol.20 No.1

The Fair Trade Commission, as a central administrative agency, oversees the implementation of the Fair Trade Act and major matters stipulated in the Fair Trade Act, the basic law of competition policy. The Fair Trade Commission takes corrective measures, imposition of fines, and warnings as administrative measures for violations of the Fair Trade Act. According to Article 100 of the Fair Trade Act, in case of filing a lawsuit against the disposition of the Fair Trade Commission, it must be filed with the Seoul High Court, and in case of dissatisfaction, it must be appealed to the Supreme Court. Therefore, the current instance court system of administrative cases concerning fair trade is the three instance court system. Regarding the two instance court system for administrative cases concerning fair trade, some legal and academic circles point out various problems and argue that the system should be changed to the three instance court system like general administrative cases, and amendments to the Fair Trade Act have been submitted several times. On the other hand, there are views that recognize the need to maintain the two instance court system for administrative cases concerning fair trade. The rationale for maintaining the two instance court system of administrative cases concerning fair trade includes the need for high level of expertise in determining violations of the Fair Trade Act and the harm caused by prolonged litigation, and the rationale for switching to the three instance court system includes the expansion of the people's right to appeal to trial and the protection of the people's rights and interests. the issue of independence of the Fair Trade Commission, the issue of non-guarantee of due process and the right to assist an attorney in the case handling procedure, the issue of fairness due to the non-separation of the authority to review and adjudication of the Fair Trade Commission, and the issue of equity with dispositions of other administrative agencies. The problem of the instance system of administrative cases concerning fair trade is, after all, a matter of legislative policy based on mutual balancing of various strengths and weaknesses through the maintenance of the two instance court system and the conversion to the three instance court system. Nevertheless, study on the instance system and conversion of instance system of the administrative cases concerning fair trade is concerned with the expansion of the people's right to appeal for trial, the strengthening of the protection of the people's rights and interests, the prompt dispute resolution to prevent harm caused by prolonged legal proceedings. It is also related to the legal status of the Fair Trade Commission, respect for the Fair Trade Commission's highly professional judgment, and issues of fairness with dispositions from other administrative agencies. Therefore, it will be said that there is a need to study the problem of the conversion of the instance system in a comprehensive and systematic way from various perspectives. For this study, first of all, the legal status of the Fair Trade Commission, the significance of the administrative litigation, and the role of the court were examined in the preliminary discussion related to the conversion of the class structure(II). And in the main argument of the two instance court system for administrative cases concerning fair trade, the need for a high level of expertise in determining violations of the Fair Trade Act and the harm caused by prolonged litigation as the main arguments for maintaining the two instance court system were reviewed(Ⅲ). And in the main arguments and preconditions for the conversion to the three instance court system in administrative cases concerning fair trade, the main arguments for the conversion to the three instance court system include the expansion of the people's right to appeal for trial and the protection of the people's rights and interests, the independe... 공정거래위원회는 중앙행정기관으로서 경쟁정책의 기본법인 공정거래법에 규정된 주요 사항과 공정거래법의 집행을 총괄하며, 공정거래법 위반사항에 대한 행정처분으로서 시정조치, 과징금 부과, 경고 조치 등을 하고 있다. 공정거래법 제100조에 의하면 공정거래위원회의 처분에 대하여 소송을 제기하는 경우, 서울고등법원에 이를 제기하여야 하고 이에 대하여 불복할 경우 대법원에 상고하여야 한다. 따라서 현행 공정거래 행정사건의 심급은 2심제이다. 공정거래 행정사건의 2심제와 관련하여 일부 법조계와 학계에서는 여러 가지 문제점을 지적하면서 일반적인 행정사건과 같이 3심제로 전환하여야 한다는 주장을 하고 있고, 이와 관련한 법률개정안도 수차례 제출되었다. 물론 공정거래 행정사건의 2심제 유지의 필요성을 인식하는 견해들도 있다. 공정거래 행정사건의 2심제 유지를 위한 논거에는 공정거래법 위반 판단에서의 공정거래위원회의 전문성 존중, 소송의 장기화로 인한 폐해 등이 있고, 3심제 전환을 위한 논거에는 국민 재판청구권의 확대 및 국민의 권익 보호, 공정거래위원회의 독립성 문제, 사건처리절차에서의 적법절차 및 변호인 조력권의 미보장 문제, 공정거래위원회의 심사권과 심결권의 미분리로 인한 공정성 문제, 다른 행정청의 처분과의 형평성 문제 등이 있다. 공정거래 행정사건의 심급 확정에 관한 문제는 결국 2심제 유지와 3심제 전환 간의 여러 장단점 간의 상호형량을 바탕으로 하는 입법정책의 문제로 귀결된다고 할 것이다. 그럼에도 공정거래 행정사건의 심급 전환에 관한 연구는 국민의 재판청구권의 확대 및 국민의 권익 보호의 강화, 법적 소송의 장기화로 인한 폐해 방지를 위한 신속한 분쟁해결, 독립규제위원회이자 준사법기관으로서의 공정거래위원회의 법적 지위, 공정거래위원회의 전문적 판단 존중, 다른 행정청 처분과의 형평성 문제 등과도 관련된 사항이기 때문에 심급 전환에 관한 문제를 다양한 관점에서 종합적이고 체계적인 방식으로 연구할 필요성이 있다고 할 것이다. 이 연구를 위하여 무엇보다도 우선 심급 전환과 관련한 사전적 논의(Ⅱ)에서 공정거래위원회의 법적 성격, 공정거래 행정소송의 의의와 법원의 역할을 알아보았다. 그리고 공정거래 행정사건 2심제 유지에 관한 주요 논거(Ⅲ)에서는 2심제 유지를 위한 주요 논거로서 공정거래법 위반 판단에서의 공정거래위원회의 전문성 존중, 소송의 장기화로 인한 폐해 방지 외에도 기타 논거들을 알아보았다. 이후 공정거래 행정사건 3심제 전환을 위한 주요 논거와 전제조건(Ⅳ)에서는 3심제 전환을 위한 주요 논거로서 국민 재판청구권의 확대 및 국민의 권익 보호, 공정거래위원회의 독립성 문제, 사건처리절차에서의 적법절차 및 변호인 조력권의 미보장 문제, 공정거래위원회의 심사권과 심결권의 미분리로 인한 공정성 문제, 다른 행정청의 처분과의 형평성 문제 등에 관하여 면밀히 검토하였다. 또한 이와 함께 3심제 전환을 위한 여러 전제조건을 제시하였다.

Gender and Attitude to Fair Trade: Examination of the Mediation Effect by Consumer Social Mindedness

송유진 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.1

公平交易是一种可选择商业模式,其特点于“生产商和买家之间的直接交易,对生产商来说更价格相对更高更公平,是买家和生产者之间的长期保证,依赖于信用体系,更高的劳动标准,而且更环保(Golding, 2010)。它开始是为了缩小贫富差距(主要是北半球的消费者与南半球的小规模农户和劳动者之间),因为在传统市场体系中,穷人没法提高生活质量。据美国Transfair报道,传统的咖啡豆农民卖出3美元拿铁只能获利2美分(公平交易联盟, 2010)。其基本思路是,生产者应至少赚够生产成本,并且即使价格高于市场价格,买家也应支付。没有中间商就确保了这个“高于正常市场价格”,也就是所谓的公平价格,不会很高。例如,根据公平交易标签组织的标准,传统公平交易保证咖啡农民每公斤咖啡豆最高可赚取的价格的百分之十(公平交易联盟, 2010). 最近,随着全球销量和消费者对公平交易的认识的快速上升,理解的消费者购买公平交易产品变得更加重要。以往研究主要调查了欧洲和北美消费者对公平交易产品的购买动机,以及他们的人口特征。有趣的是,消费者人口统计变量,如性别,对公平交易产品消费的影响好坏参半。一些研究表明,女性消费者对公平交易产品更感兴趣,并且这点和在其他地方研究中得出的有关道德消费(e.g., Kwong, Yau, Lee, Sin, and Tse 2003) 和商业环境中的道德抉择 (e.g., Bampton and Maclagan 2009)基本一致。然而,其他研究指出,在公平交易无性别差异(Doran 2009)。对于性别影响好坏参半的其中一个解释也许是消费者性别和性别认同之间的差异。通常情况下,社会科学中,sex是指生物学上男性和女性的区别,gender则更多与心理范畴有关((Fischer and Arnold, 1994)。普遍认为,消费研究采用性别认同作为变量比默认性别更容易解释(Fischer and Arnold, 1994)。具体实施方法之一是使用消费者男性/女性的价值取向,其与个人成长所处的文化有关,可能与生物性别一致但也可能不然(Hofstede, 2001)。虽然没有直接聚焦于女性交易,Doran研究的消费者的价值观和他们对公平交易消费的影响表明,公平交易产品的消费者往往表现为更多关注他人利益,也就是,公平交易的农民。因此,建议更在乎他人利益的女性消费者,更加关注遥远国家贫困农民的利益。因此,提出假设1如下:假设1a:女性消费者在公平交易中更积极。假设1b:个人价值取向上偏女性化的男性消费者在公平交易中会(否)更积极。如前所述,一些公平交易的研究表明,消费者人口统计数据的影响好坏参半。对于这种差异,有人认为,和其他更主要的变量相比,消费者和非消费者的人口统计学差异显得微不足道(Doran, 2009, 2010)。Doran(2010)指出,价值普遍性与公平交易消费有关。另一项研究也表明,道德消费水平影响消费者对公平交易的态度(Kim et al., 2009)。这些研究说明,一些高阶变量会影响消费者的社会责任行为,比如对公平交易更加积极的态度。此外,另一假设认为,消费者的社会意识可能会调解消费者性别取向和公平交易态度之间的关系。这个假设的原理基于男性化/女性化的价值取向的范围比较广泛,它还包括许多其他的概念,如性别平等,这就本研究课题没有直接关系(Minkov and Hofstede, 2011)。因此,与其说消费者的男性化/女性化价值取向直接影响消费态度,不如说起有更多类型的特定值。因此,提出如下假设:假设2:消费者社会意识和消费者公平交易态度正相关。假设3:个人价值取向上偏女性 ... Currently 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. As mentioned earlier, several fair trad...

공정무역도시로의 서울 브랜딩 구축에 관한 연구

김지현(Kim, Ji-hyun),공용택(Kong, Yongtaek) 한국문화산업학회 2016 문화산업연구 Vol.16 No.4

‘나라와 나라 사이에 서로 물품을 매매하는 일’로 규정 되었던 소극적인 의미의 무역이 ‘보이지 않는 무역(Invisible Trade)’ 즉, 자본의 이동까지 포함하는 방향으로 변화하고 있다. 공정무역이란 일방적인 ‘구매’의 초점을 맞춘 것이 아닌 상호 ‘관계’의 초점을 맞춘 선진화 상행위이며, 구매와 동시에 생산자의 생활환경과 이야기를 알아가게 되는 소통과 신뢰의 무역의 개념으로 변화하고 있다. 이러한 추세 속에 서울시는 지난 2012년 11월 1일 ‘서울특별시 공정무역 지원 및 육성에 관한 조례 안’을 통과 시키며 공정무역 도시 서울이 되기 위한 노력을 시작하였지만 국내에서 공정무역에 대한 개념은 아직 생소한 분야이기에 이를 사회와 지역 그리고 기업과 도시의 경영에 알리고 공유하는 것에 노력을 기울여야 할 시점에 있다. 이에 본 연구는 세계적 빅시티(Big City)가 된 서울이 나아가 선진화 된 시민의식의 공정무역 도시 서울로 거듭나기 위한 다각도적인 접근 방식에 대해 연구 하고자하며, 이를 통해 공정무역에 대한 공유와 인식을 고취 시키고자한다. 공정무역 도시 선정을 위해서는 세계공정무역기구(WFTO)에서 심사하는 다섯 가지 조건에 해당이 되어야 하는데 본 연구에서는 이 가운데 정책적인 부분을 제외한 인식제고 함양 부분의 3가지를 기준으로 외국의 선행 사례를 분석, 도시 브랜딩이 갖는 의미를 통해 공정무역도시로의 서울 브랜딩 구축에 관한 방향성을 제시 하고자 하였다. 연구결과 세계공정무역기구(WFTO)의 승인을 받은 공정무역 도시 선행 사례를 통해 얻은 시사점은 각 도시마다 다른 방식으로 접근을 하여도 크게는 공정무역 지원 조례 제정, 공정무역 센터 설립과 동시에 운영위원회의 구성, 지역 커뮤니티 조성 등을 통하여 시민 인식 제고를 도모한다는 공통점을 갖고 있다. 해외 선행 도시의 사례를 통한 연구의 시사점은 동기부여를 통하여 구매자로 하여금 자발적인 구매를 소구하여 장기적인 움직임이 될 수 있도록 하는 점이다. 공정무역 도시 서울을 위한 선포식이 단순 다짐에 끝나지 않고 물질만능과 이익중심의 비즈니스 형태가 아닌 상호존중의 진정성을 갖는 구체적 협업 전략을 갖고 도시 브랜딩 구축을 갖어야 할 것이며, 더 나아가 선진화 된 윤리적 소비에 대한 국민인식 함양을 위한 노력도 병행 경주되어야 할 것이다. Trade was defined as a negative meaning of ‘Buy and sell goods between the country and the nation’ But it has been changed to ‘"Invisible Trade’ with including the movement of capital. And increased interest in ethical consumption as an advanced national consciousness, November 1, 2012, Seoul passed the "Regulations about Fair Trade support and development in Seoul’ and has begun to effort to become a ‘Fair Trade city of Seoul’. Fair Trade is focused on commercial activities of the "relationship" rather than ‘Buy’ and it will be buying the story of the theirs environment and producers at the same time. Therefore we should try to inform about the concept of an unfamiliar field of fair trade, and this study for a multi approach to be fair trade city, Seoul, and to raise awareness of the general public about Fair trade. For selected as a fair trade city, should be appropriate five conditions at theWorld Fair Trade Organization (WFTO). In this paper, we analyze the preceding other fair trade cities with three criteria and study for city branding to suggest the direction of Seoul to be a fair trade city. Received approval as a fair trade cities from the Organization (WFTO) ,even a different approach, have something in common. The ordinance support, construction of the steering committee, establishment the fair- trade center and create of the local community for promoting civic awareness. With these studies, Let purchase to buyer with the motivation will be voluntary purchase in a long period. Through this Seoul also have strategies to prevent the city branding, for themore, try for the public awareness about the advancement of ethical consumption. ‘나라와 나라 사이에 서로 물품을 매매하는 일’로 규정 되었던 소극적인 의미의 무역이 ‘보이지 않는 무역(Invisible Trade)’ 즉, 자본의 이동까지 포함하는 방향으로 변화하고 있다. 공정무역이란 일방적인 ‘구매’의 초점을 맞춘 것이 아닌 상호 ‘관계’의 초점을 맞춘 선진화 상행위이며, 구매와 동시에 생산자의 생활환경과 이야기를 알아가게 되는 소통과 신뢰의 무역의 개념으로 변화하고 있다. 이러한 추세 속에 서울시는 지난 2012년 11월 1일 ‘서울특별시 공정무역 지원 및 육성에 관한 조례 안’을 통과 시키며 공정무역 도시 서울이 되기 위한 노력을 시작하였지만 국내에서 공정무역에 대한 개념은 아직 생소한 분야이기에 이를 사회와 지역 그리고 기업과 도시의 경영에 알리고 공유하는 것에 노력을 기울여야 할 시점에 있다. 이에 본 연구는 세계적 빅시티(Big City)가 된 서울이 나아가 선진화 된 시민의식의 공정무역 도시 서울로 거듭나기 위한 다각도적인 접근 방식에 대해 연구 하고자하며, 이를 통해 공정무역에 대한 공유와 인식을 고취 시키고자한다. 공정무역 도시 선정을 위해서는 세계공정무역기구(WFTO)에서 심사하는 다섯 가지 조건에 해당이 되어야 하는데 본 연구에서는 이 가운데 정책적인 부분을 제외한 인식제고 함양 부분의 3가지를 기준으로 외국의 선행 사례를 분석, 도시 브랜딩이 갖는 의미를 통해 공정무역도시로의 서울 브랜딩 구축에 관한 방향성을 제시 하고자 하였다. 연구결과 세계공정무역기구(WFTO)의 승인을 받은 공정무역 도시 선행 사례를 통해 얻은 시사점은 각 도시마다 다른 방식으로 접근을 하여도 크게는 공정무역 지원 조례 제정, 공정무역 센터 설립과 동시에 운영위원회의 구성, 지역 커뮤니티 조성 등을 통하여 시민 인식 제고를 도모한다는 공통점을 갖고 있다. 해외 선행 도시의 사례를 통한 연구의 시사점은 동기부여를 통하여 구매자로 하여금 자발적인 구매를 소구하여 장기적인 움직임이 될 수 있도록 하는 점이다. 공정무역 도시 서울을 위한 선포식이 단순 다짐에 끝나지 않고 물질만능과 이익중심의 비즈니스 형태가 아닌 상호존중의 진정성을 갖는 구체적 협업 전략을 갖고 도시 브랜딩 구축을 갖어야 할 것이며, 더 나아가 선진화 된 윤리적 소비에 대한 국민인식 함양을 위한 노력도 병행 경주되어야 할 것이다. Trade was defined as a negative meaning of ‘Buy and sell goods between the country and the nation’ But it has been changed to ‘"Invisible Trade’ with including the movement of capital. And increased interest in ethical consumption as an advanced national consciousness, November 1, 2012, Seoul passed the "Regulations about Fair Trade support and development in Seoul’ and has begun to effort to become a ‘Fair Trade city of Seoul’. Fair Trade is focused on commercial activities of the "relationship" rather than ‘Buy’ and it will be buying the story of the theirs environment and producers at the same time. Therefore we should try to inform about the concept of an unfamiliar field of fair trade, and this study for a multi approach to be fair trade city, Seoul, and to raise awareness of the general public about Fair trade. For selected as a fair trade city, should be appropriate five conditions at theWorld Fair Trade Organization (WFTO). In this paper, we analyze the preceding other fair trade cities with three criteria and study for city branding to suggest the direction of Seoul to be a fair trade city. Received approval as a fair trade cities from the Organization (WFTO) ,even a different approach, have something in common. The ordinance support, construction of the steering committee, establishment the fair- trade center and create of the local community for promoting civic awareness. With these studies, Let purchase to buyer with the motivation will be voluntary purchase in a long period. Through this Seoul also have strategies to prevent the city branding, for themore, try for the public awareness about the advancement of ethical consumption.

베트남 공정무역의 발전: 공정무역조직 사례연구

김선화 ( Kim Sunhwa ),황선영 ( Hwang Seonyoung ),응우엔하프엉 ( Nguyen Haphuong ),장승권 ( Jang Seungkwon ) 한국동남아학회 2018 동남아시아연구 Vol.28 No.2

본 논문은 베트남의 공정무역조직들의 발전 사례를 통해 현재 베트남 공정무역의 현황과 특수성, 그리고 시사점을 토론한다. 베트남은 사회주의 시장경제 하에 급격한 경제성장을 이뤄왔으나 동시에 빈부격차의 문제도 겪고 있다. 소수민족이나 산간지역의 농업분야 생산자들의 빈곤문제가 커져가고 있다. 초기의 공정무역은 북반구 자선단체나 개발협력단체들에 의해 도입 되었고 지금도 그들이 주도한다. 이에 비해 베트남의 경우, 1990년대 말부터 자발적 동기를 가진 베트남인들에 의해 공정무역이 도입되었다. 이런 측면에서 남반구의 다른 공정무역 생산국과 베트남 사례는 다르다. 이 과정에서 공정무역조직들은 다양한 방식으로 공정무역을 실천하고 있었다. 공정무역 생산국에 관한 연구는 주로 아프리카와 남미를 대상으로 하고 있으며, 주제 또한 생산자들에게 미치는 영향에 관한 것이었다. 생산국의 공정무역조직을 분석하고 이들이 공정무역을 시작하게 된 동기와 발전과정을 연구한 것은 많지 않다. 본 연구는 베트남 공정무역조직들을 사례연구를 통해 분석하고, 이로부터 도출되는 조직의 특수성을 통해 현재 베트남의 공정무역을 설명하고자 한다. 본 연구는 베트남에서 전개되고 있는 공정무역에 대한 이해를 돕고, 공정무역 생산국에 관한 연구에 기여할 수 있을 것이다. This research is concerned with the current state and uniqueness of Vietnam’s Fair Trade through the case study of Fair Trade Organizations (hereafter FTOs) in Vietnam. Vietnam has emerged a successful developing country with rapid economic growth under the socialist regime, while the income gap between the rich and the poor is still growing. Especially the poverty is becoming a serious issue for ethnic minorities and smallholder farmers in the mountainous areas. Fair Trade in the early stage has been initiated, and still is led by the charities and international development agencies of the Global North. But Vietnam’s Fair Trade has been introduced by local Vietnamese who have been motivated to solve their own problems voluntarily. This is different from other Fair Trade producing countries in the Global South. It’s noticeable that Vietnam’s FTOs are playing a significant role of adopting and applying Fair Trade practices. Concerning Fair Trade producing countries the researchers are mostly focusing on Africa and Latin America and the themes are mainly to do with the impact of Fair Trade producers. There are very few research outcomes on the analysis of producing countries’ FTOs and their motives and developing processes. The research findings can contribute to understand not only Vietnam’s challenges and issues, but also Fair Trade producing countries in general.

공생주의로 본 공정무역에 관한 연구 : 일본 NGO 공정무역을 중심으로

이시이 사이키 한국평화NGO학회 2022 평화NGO연구 Vol.2 No.-

본 연구는‘NGO들이 공생주의를 실천하기 위해서는 어떻게 해야 될까?’라는 질 문에서 시작했다. 공생주의는 이상사회의 경제적 측면을 다룬 개념인 동시에 특히 소유의 측면을 다룬 개념이다. 지금까지 공생주의에 관한 연구는 이론적으로 정립 되어 있지만, 실천적인 운동 사례에 관한 연구는 미흡하다. 이상세계를 구현하기 위해서는 구체적인 운동을 모색하여 사상을 실천으로 옮기는 활발한 연구가 필요 하다. 그리하여 저자는 실천적인 공생주의 연구로 공정무역에 주목했다. 본 논문의 목적은 통일사상의 경제이념인 공생주의의 관점에서 공정무역을 고 찰하는 데 있다. 이를 통해 하나님의 참사랑이 흐르는 공생주의 사상을 현실화하기 위한 경제운동으로 공정무역이 유의미한 가치를 지님을 밝히고자 한다. 본 논문은 문헌조사를 통해 공생주의와 공정무역의 이론을 정리했으며, 일본 NGO 공정무역 의 사례를 분석했다. 마지막으로 사례 분석을 통해 시사점을 도출했다. 공정무역이란 개발도상국에서 만든 농작물이나 제품을 적정한 가격으로 계속적 으로 거래함으로써 생산자의 생활을 지탱하는 무역이다. 국제협력이나 자금원조는 개발도상국이 선진국에 의존하는 관계성을 형성하고 원조하는 측의 사정에 따라 좌우되어 계속성이 부족한 문제점이 있다. 그에 비해 공정무역은 소비자가 일상생 활에서 커피나 바나나, 초콜릿 등 상품을 구입하는 데서부터 생산자의 생활을 지탱 할 수 있는 구조가 되어 빈곤 문제 해결책의 하나로서 주목을 받고 있다. 공생주의의 관점에서 공정무역을 볼 때 다음과 같은 점에서 긍정적인 검토를 할 수 있다고 본다. 첫째, 공정무역 제품의 유통과정은 개발도상국의 경제적 자립을 위하여 생산부터 소비까지 모든 관계자들의 정성과 사랑이 함께 흐르는 공생주의 의 물심일여(物心一如)의 통일적 과정과 상통하다. 둘째, 공정무역은 공생주의의 특징인 통일산업 중 개별상을 지닌 지역적 특수산업을 중요시한다. 셋째, 공정무역 은 공정무역 원칙 중 양호한 노동조건 지원을 준수하여 복지증진을 목적으로 하는 공생주의의 특징과도 상통하다. 넷째, 공정무역은 근본적으로 기아문제를 해결하기 위해 생산자의 역량 강화나 자립을 도와주는 프로그램을 실시하며 식량문제 해결 을 지향하는 공생주의의 이념과 유사하다. This study began with the question, "How can NGOs put Co-Livingism into practice? Research on Co-Livingism has been established theoretically, but research on practical examples of movements has been insufficient. To realize the ideal world, we need to seek out concrete movements and conduct active research to put our ideas into practice. Therefore the author focused on fair trade in this study of practical Co-Livingism. The purpose of this thesis is to examine fair trade from the perspective of Co-Livingism, the economic philosophy of Unification Thought. Through this, I will try to show that fair trade has a meaningful value as an economic movement for realizing the Co-Living ideology through which God's true love flows. This thesis summarizes the theory through a literature review in order to improve the understanding of Co-Livingism and fair trade and analyzes the current situation and case studies of NGO fair trade in Japan. Finally, the case studies are analyzed, and suggestions are drawn, and a proposal for NGO Fair Trade is presented. Fair Trade is a trade that supports the livelihood of producers by continuously trading crops and products made in developing countries at a fair price. International cooperation and financial aid form a relationship in which developing countries depend on developed countries, and there is a problem of lack of continuity as it depends on the circumstances of developed countries. In contrast, fair trade is a system that allows consumers to support the livelihoods of producers through the purchase of products such as coffee, bananas, and chocolate in their daily lives, and is attracting attention as one of the solutions to poverty issues. Looking at Fairtrade from the perspective of Co-Livingism, the following points can be considered positively. First, the distribution process of Fairtrade products is in line with the unified process of Co-Livingism, where the sincerity and love of all parties involved, from production to consumption, live together for the economic independence of developing countries. Second, fair trade emphasizes the importance of regional special industries that transcend individual images among the unified industries that are characteristic of Co-Livingism. Thirdly, Fairtrade is consistent with the characteristics of Co-Livingism, which adheres to the support of good working conditions and aims to promote welfare among the principles of Fairtrade. Fourth, fair trade is similar to the Co-Livingism principle, which aims to solve the food problem by implementing programs that help producers strengthen their capacity and become self-reliant in order to fundamentally solve the hunger problem. In this thesis, I will define communal ownership as the benefits that are distributed to all producers and stakeholders involved in the domestic and international economic system until the goods produced are delivered to consumers. Finally, through the analysis of this study, three suggestions are presented: revitalizing Co-Livingism, improving civil society's awareness of poverty issues, and public relations for NGO fair trade.

SEGMENTING FAIR-TRADE CONSUMERS BASED ON PRODUCT KNOWLEDGE

Tae-Im Han 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Lack of knowledge is reported to be the main reason that consumers do not buy products with ethical certifications. More than half (59%) of respondents from a study indicated that they had never considered buying such products due to insufficient knowledge about them (Demeritt, 2002). The purpose of this research is to provide a clear overview about the influence of product knowledge on consumer behavior and to develop a typology of fair-trade consumers. An online questionnaire in which respondents self-report their responses was developed to measure the constructs used for the study: self-perceived knowledge, purchase experience, demographic data (age, gender, education level, and income), psychographic data (attitudes and moral norms), and behavioristic data (purchase intentions of fair-trade apparel and willingness to pay more for fair-trade apparel). Data were collected using a web-based survey with 250 U.S. residents. Two-step cluster analysis was used to classify respondents into sub-groups based on their level of self-perceived knowledge and previous purchase experience of fair-trade apparel. In addition, ANOVA was used to test the predictive validity of the cluster solution. A three cluster solution was suggested by the results: 1) Less familiar and less experienced: This group was the largest among the three clusters (40.4%). It mostly consist of people with low level of self-perceived knowledge and low purchase experience related to fair-trade apparel. 2) More familiar and more experienced: This group consists of 30.8% of the sample and has moderate level of self-perceived knowledge and several experience related to fair-trade apparel. 3) More familiar but less experienced: This group was the smallest among the three clusters (28.8%). People from this group feel fairly knowledgeable about fair-trade apparel but have low experience with purchasing the product. Regarding demographic data, ANOVA results showed that there were significant differences in consumers’ income level (F=5.77, p=.004) across groups. Tukey’s HSD post hoc test indicated that the more familiar and more experienced group had higher income levels than the other two groups. Examining psychographic data showed that attitudes toward fair-trade products (F=7.42 p=.001) and moral norms (F=11.66 p<.001) significantly varied across groups. More familiar and more experienced group had more positive attitudes and higher level of moral norms than the less familiar and less experienced group. In terms of behavioristic data, groups differed significantly in both purchase intentions (F=18.16 p<.001) and willingness to pay more (F=5.02 p=.007) for fair-trade apparel. That is, more familiar and more experienced group was willing to pay significantly more and had higher purchase intentions for fair-trade apparel than the less familiar and less experienced group.