Abstract
This study examines the reasons why people turn a blind eye to fair trade coffee (FTC) and the way to revitalize the FTC market. In-depth interviews with eight Koreans and eight Africans living in Korea were conducted and analyzed qualitatively. Our thematic analysis employed NVivo Word Cloud analysis and Text Search to analyze the relationship among words. The study reveals that Koreans do not purchase FTC due to low awareness, low priority among coffee selection attributes, low accessibility and low product competitiveness. As producers, Africans do not produce FTC because of a lack of information, low returns, cultural factors, lack of interest from political leaders and corruption. African consumers do not purchase FTC due to low accessibility, low priority among coffee selection attributes, doubts about FTC and its high price. To revitalize the FTC market on the demand side, it is important to improve accessibility, promote and market the brand and pay attention to cultural constraints.