| Résumé |
"The purpose of this study is to identify factors that affect consumers’ decision making regarding purchase of fair trade products in Japan. Fair trade is an approach that guarantees that producers of goods from developing countries are not economically exploited. However, few models have been tested in Japan. Therefore, in this paper, referring to Shaw et al. (2000), which analyzes factors to purchase fair trade products in the UK based on the Theory of Planned Behavior (TPB), we examine the effect of knowledge about fair trade and others on purchase intention in Japan. The data used here is from a survey in Ibaraki Prefecture (males and females aged between 20 and 79; n = 213). The results showed that knowledge alone did not directly affect purchase intention. Rather, the more important factor influencing purchase of fair trade products was whether it was favorable or easy for consumers to do. Knowledge was related to the outcome evaluation that purchasing fair trade products would be important for society. Such persons did not only obtain the knowledge, but also conduct altruistic behavior frequently. They believed that altruism is socially important in daily life. Therefore, besides simply raising awareness about fair trade, education is important to understand the social significance of altruistic behavior. We tested only models based on TRA and TPB in this study. On the other hand, there are many possible models to include factors that may explain consumers’ decision making for fair trade products. In addition, in order to generalize the results as a model of fair trade products in Japan, it is necessary to carry out another survey targeting the whole of Japanese population."
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CDTM de Paris
Centre de ressources sur le commerce équitable
