A communication method of an active radio frequency identification (RFID) tag attached to a product or a pallet is provided. The method includes: transmitting movement completion information to a reader by using a communication channel, which consumes power of a battery, at a time when movement of the product or the pallet which is moving is not sensed, the movement completion information indicating movement completion of the moving product or pallet; receiving a request message, requesting position information of the tag corresponding to the movement completion information, from the reader by using the communication channel; activating a positioning channel, which consumes relatively more power of the battery that the communication channel, to transmit positioning information to the reader by using the activated positioning channel in response to the request message received through the communication channel; and when the transmission of the positioning information is completed, deactivating the positioning channel.