부산대학교 도서관

Despite the importance of the research to fair-trade products, little is known about the impact of moral identity and self-construal. To fill this gap in the literature, the research examined how moral identity and self-construal, respectively, influence purchase intention toward fair-trade products in an experimental setting. According to the results, moral identity positively influenced on purchase intention toward fair-trade products. Namely, when moral identity was high, consumers' purchase intention toward fair-trade products tended to be raised. Also, the result of the two-way interaction showed that purchase intention toward fair-trade products of consumers with interdependent self-construal tended to be raised regardless of moral identity level. However, purchase intention toward fair-trade products of consumers with independent self-construal was raised only when their moral identity was high. Above all, it also provides some insights for the nature of interactions between the two constructs.