Comparison of fair trade approach in terms of purchasing involvement: The study of Gaziantep University and Vienna University of economics and business

The aim of this research is to investigate the situation of the alternative trade method known as Fair Trade for Gaziantep University and Vienna University of Economics and Business students to understand the buying behavior and to compare the results, since the young consumers are seeking for ethically produced products. The research population consists the Gaziantep University students and Vienna University of Economics and Business students. The variables of the research are; fair trade knowledge, product involvement, trust, willingness to pay premium and purchasing involvement. In this context, with the simple random sampling method, it was achieved to 355 participants in Gaziantep University, and 323 participants in Vienna University of Economics and Business. In Gaziantep University, for statistical analysis 200 completed questionnaires were used and 159 completed questionnaires were used in Vienna University of Economics and Business. The collected data were analyzed by using SPSS and AMOS statistical programs and structural equation modeling. The comparisons were made from data obtained from the Vienna University of Business and Economics and Gaziantep University; and aimed to contribute to the literature with the research results.