A Study on How Barista's Ethical-Consumption Consciousness Effects to Sale of Fair-Trading Coffee

The coffee industry has grown very fast ever since international coffee brands were launched in the 1990's. Recently,consumers have begun to focus on coffee produced ethically. This phenomenon is due to ethical-consumptionconsciousness, which consists of three factors, emotional value, social value and function value. Most studies on this topichave focused on consumers who purchase fair-trade coffee. Thus, this study is novel in its focus on baristas who sell fair-trade coffee in their shops as well as differences from former studies. The three factors of ethical-consumption consciousnessof baristas affected the sale of fair-trade coffee, except for the function value. Therefore, the sale of fair-trade coffee couldbe influenced by ethical-consumption consciousness of baristas. This study shows that education of baristas can promote thesale of fair-trade coffee. However, there are limitations as it only researched coffee brands ranked in the top 5, so furtherstudies will be required in the future.Key Words: Barista, ethic-consumption, fair-trading