Consumer Attitudes and Intentions to Buy Fair Trade Goods: Case Study of Starbucks in Thailand
The objective of this research was to study effect ofself-uniqueness, basic involvement, and perceived risk to consumer attitudes and intentions to buy fair trade goods. The sample of this research was 400 consumers who consume Starbucks in Bangkok, Thailand. The research instrument was questionnaire which consisted of 5 demographic questions, 5 behavior questions, and 26 5-likert-scale questions for self-uniqueness, basic Starbucks involvement, financial risk, social risk, Starbucks fair trade attitude, and purchase intention of Starbucks fair trade. While the usage statistical techniques are frequency, percentage, mean, standard deviation, and structural equation model. All of Calculations was calculated by IBM SPSS Statistics 22 and IBM SPSS AMOS 22 Trial Version. It was found that most of them were female, 31 – 40, single, were employee in private company, monthly income 30,001 – 50,000 THB. As for behavior, most of samples drank 4-5 times/week, drank at 08.01–12.00,liked latte the most, cost 101–200 THB per, and came to Starbucks alone (38.50%). The results also revealed that all aspects were significant in same directions as hypotheses to the others.The factor loading for all items exceeded level of 0.7, Moreover, the AGFI, GFI, NFI, and CFI were more than 0.8.
Keywords- Fair Trade, Starbucks, Attitude, Intention