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This study is focused on analysing the relationship among ethical consumption concept, fair tourism attitude and purchasing intention of ethical consumption on tourism social media with considering risk perception of ethical consumption as a mediator between fair tourism attitude and purchasing intention of ethical consumption. We found the results as follows. First, the statistically positive relationship is found between ethical consumption concept and fair tourism attitude and between fair tourism attitude and purchasing intention of ethical consumption. And also we observed that the moderating effects of risk perception of ethical consumption on the relationship between fair tourism attitude and purchasing intention of ethical consumption. The most important is resulted as offering fair tourism information through social media.

diji'teol jeongchaeg yeon'gu

The Influence of Tourist's Ethical Consumption Concept on Fair Tourism Attitude and Purchasing Intention of Fair Tourism on Tourism Social Media -Considering Risk Perception of Ethical Consumption as the Mediator-