Environment Consciousness and Consumption Behavior of University Students in Relation to their Perception of Fair Trade

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  • フェアトレードをめぐる大学生の環境意識と消費行動に関する研究

Abstract

This study intended to clarify attitude and behavior about fair trade goods by questionnaire toward university students, such as 1) degree of interest in the environment and related consumption behavior, 2) degree of awareness of fair trade and related purchase behavior, and 3) degree of interest in fair trade and intention of future purchase of fair trade goods. Respondents consideration for the environment shown through consumption behavior was low, while interest of students in the environment was high. Moreover, more than half of the respondents had never purchased fair trade goods although they knew what fair trade was. Contrarily, those students who chose to show consideration for the environment when purchasing goods in daily life tended to have the experience of having purchased fair trade goods in the past, and tended to encounter such goods often. Furthermore, this study showed that a large number of students had an interest in fair trade if they had an opportunity to know about it.

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