본 연구에서는 기업의 사회적 책임활동과 공정무역제품 신뢰, 구매의도, 프리미엄가격 지불의도와의 영향관계를 검정하였다. 공정무역제품에 대한 신뢰를 높일 수 있는 요인으로 기업의 사회적 책임활동을 제시하고 기업의 사회적 책임활동과 공정무역제품 신뢰와의 영향관계를 검정한다. 또한 공정무역제품에 대한 신뢰 형성이 공정무역제품에 대한 구매의도와 프리미엄가격 지불의도에 영향을 미치는지 검정하였다. 그리고 기업의 사회적 책임활동과 공정무역제품 신뢰와의 영향관계에 있어서 윤리적 소비성향과 기업의 사회적 책임활동 동기인식 유형이 조절적 영향을 미치는지를 검정하였다. 설문지를 통해 데이터를 수집하였으며, 분석에 사용된 응답자수는 339명이다. 가설검정 결과, 법적 책임, 윤리적 책임, 자선적 책임, 환경적 책임은 공정무역제품 신뢰에 정(+)의 영향을 미치고, 공정무역제품 신뢰는 구매의도와 프리미엄가격 지불의도에 (+)의 영향을 미치는 것으로 나타났다. 그리고 윤리적 소비성향의 조절적 영향에 관한 가설검정 결과, 경제적 책임, 자선적 책임과 공정무역제품 신뢰와의 관계에서 윤리적 소비성향이 조절적 영향을 미치는 것으로 나타났다. 기업의 사회적 책임활동의 동기인식 유형의 조절적 영향에 관한 가설검정 결과, 윤리적 책임, 환경적 책임과 공정무역제품 신뢰와의 관계에서 기업의 사회적 책임활동 동기인식 유형이 조절적 영향을 미치는 것으로 나타났다.

This study is about relationship among Corporate Social Responsibility, Trust in Fair Trade Certified Products, Purchase Intention and Willingness to Pay a Premium Price. It indicated corporate social responsibility as an element for enhanced trust in fair trade products and verified the influential relationship between corporate social responsibility and trust in fair trade products. It also examined the influence of trust in fair trade products on purchase intention and willingness to pay premium prices for them. Moreover, for the influential relationship between corporate social responsibility and trust in fair trade products, it examined the moderating influence of ethical consumption propensity and perception patterns of motivations of corporate social responsibility. Data were collected from a questionnaire survey, and 339 respondents were chosen for analysis. According to hypothesis test results, legal responsibility, ethical responsibility, philanthropic responsibility and environmental responsibility had a positive influence on trust in fair trade products, and the trust in them had a positive influence on purchase intention and willingness to pay a premium price. Moreover, the hypothesis test on the moderating influence of ethical consumption propensity showed that such propensity had a moderating influence on relationship among ethical economic responsibility, philanthropic responsibility and trust in fair trade products. Accordingly, the hypothesis test on the moderating influence of motivation perception patterns of corporate social responsibility indicated that the patterns had a moderating influence on relationship among ethical responsibility, environmental responsibility and trust in fair trade products.

This study is about relationship among Corporate Social Responsibility, Trust in Fair Trade Certified Products, Purchase Intention and Willingness to Pay a Premium Price. It indicated corporate social responsibility as an element for enhanced trust in fair trade products and verified the influential relationship between corporate social responsibility and trust in fair trade products. It also examined the influence of trust in fair trade products on purchase intention and willingness to pay premium prices for them. Moreover, for the influential relationship between corporate social responsibility and trust in fair trade products, it examined the moderating influence of ethical consumption propensity and perception patterns of motivations of corporate social responsibility. Data were collected from a questionnaire survey, and 339 respondents were chosen for analysis. According to hypothesis test results, legal responsibility, ethical responsibility, philanthropic responsibility and environmental responsibility had a positive influence on trust in fair trade products, and the trust in them had a positive influence on purchase intention and willingness to pay a premium price. Moreover, the hypothesis test on the moderating influence of ethical consumption propensity showed that such propensity had a moderating influence on relationship among ethical economic responsibility, philanthropic responsibility and trust in fair trade products. Accordingly, the hypothesis test on the moderating influence of motivation perception patterns of corporate social responsibility indicated that the patterns had a moderating influence on relationship among ethical responsibility, environmental responsibility and trust in fair trade products.

corporate social responsibility, trust in fair trade products, willingness to pay a premium price, ethical consumption propensity, motivation patterns of corporate social responsibility