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공정무역 의류 광고에서 정서 소구의 효과 - 광고채널의 조절효과와 PCE의 매개효과 분석 -
The Impact of Emotional Appeals in Fair Trade Apparel Advertisements - The Interaction Effect of Advertising Channel and the Mediation Effect of PCE - 원문보기

服飾 = Journal of the Korean Society of Costume, v.66 no.5, 2016년, pp.49 - 65  

이조은 (서울대학교 의류학과) ,  이유리 (서울대학교 의류학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) wer...

주제어

#광고채널   #정서소구   #공정무역 광고   #지각된 소비자 효과성  

질의응답

핵심어 질문 논문에서 추출한 답변
공정무역이란? 공정무역은 국제 무역에서 대화와 투명성, 존중에 기초한 공정한 무역 관계를 추구하며, 특히 경제발전의 혜택으로부터 소외된 저개발 국가의 생산자 및 노동자의 삶의 질을 향상시키기 위하여 공정한 가격, 건강한 노동 환경, 환경 보전, 생산자의 경제적 독립 등을 원칙으로 한다(Fair Trade International, 2009; 2011).
의류 산업에 공정무역이 필요한 이유는? 의류 산업은 대표적인 노동집약적 산업으로 글로벌 소싱이 보편화 되었으며, 유통기업이 공급망 상에서 막강한 힘을 가지고 있는 ‘구매자 주도적’인 특성으로 인하여 기업이 생산국 노동 환경에 미치는 영향이 크다. 특히 저렴한 가격과 빠른 유행주기가 경쟁 요소인 패스트 패션 브랜드는 대부분 인건비가 저렴한 저개발국가에서 생산되고 있으며, 이들 기업이 제시하는 값싼 인건비와 촉박한 납기일은 생산국의 열악한 노동 환경을 형성하고 있다(MacCarthy & Jayarathne, 2012). 따라서 의류 산업에서 공정무역이 정착되기 위해서는 의류 기업들의 자발적이고 지속적인 투자와 노력이 필요하며, 공정무역 의류의 인지도를 높이기 위하여 공정무역을 시행하고 있는 기업들의 적극적인 홍보가 요구된다.
공정무역에 대한 소비자의 관심이 증가하는 이유는? 윤리적 소비에 대한 인식이 향상되면서, 공정무역에 대한 소비자의 관심이 증가하고 있는 추세이며 생산국의 노동자 인권과 근무환경은 소비결정에 영향을 미치고 있다. 공정무역 제품의 매출은 불황에도 꾸준히 증가해오고 있으며, 경기가 침체되었던 2008년과 2009년에 공정무역 제품의 매출액이 각각 약 280%, 210% 성장하여 한국 소비자의 윤리적 소비 의식이 빠르게 성장하고 있음을 볼 수 있다(Kim, 2011).
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