• Industry Promotion Research
• /
• v.9 no.4
• /
• pp.311-320
• /
• 2024

The purpose of this study was to analyze a casual relationship of ethical consumer behavior and related variables, perception of fair tourism, fair travel choice attributes, & consumer happiness, and entitled the effect of ethical consumer behavior and consumer happiness. The data were gather 306 questionnaires of students who study in middle and high school, using a survey questionnaire. The major findings of this study were follow; first, there were significant difference between perception of fair tourism and consumer Happiness by gender. second, ethical consumer behavior were significantly correlated with perception of fair tourism, fair travel choice attributes, & consumer happiness. third, perception of fair tourism, fair travel choice attributes were significantly predicting variables in ethical consumer behavior. fourth, consumer happiness was significantly predicting variable in ethical consumer behavior. Finally, it is important to increase the integration of ethical consumer behavior that can arose consumer happiness during the whole life.