博碩士論文 etd-0803112-111947 詳細資訊


[回到前頁查詢結果 | 重新搜尋]

姓名 賴譽 (Yu Lai) 電子郵件信箱 E-mail 資料不公開
畢業系所 公共事務管理研究所(Public Affairs Management)
畢業學位 碩士(Master) 畢業時期 100學年第2學期
論文名稱(中) 影響大學生選喝公平貿易咖啡之因素 
論文名稱(英) Factor Affecting College Students’ Preference for Fair Trade Coffee
檔案
  • etd-0803112-111947.pdf
  • 本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
    請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
    論文使用權限

    電子論文:使用者自訂權限:校內 1 年後、校外 1 年後公開

    論文語文/頁數 中文/83
    統計 本論文已被瀏覽 5647 次,被下載 1638 次
    摘要(中) 本研究旨在探討可能影響大學生選喝公平貿易咖啡意願的因素。這些因素包括 Sheth, Newman 和 Gross (1991a)提出的消費價值理論中的四種價值 (功能性價值、社會性價值、情感性價值、嘗新性價值)、價格、便利性和人口變項。在情感性價值部分,本研究是將之再細分為關懷價值與心情價值。前者主要反映對農民、童工和環境生態的關懷,後者主要反映喝公平貿易咖啡可能帶來的好心情。研究方法是以便利抽樣方式,訪問198名在高雄就讀且常喝咖啡的大學生。迴歸預測分析結果發現,受測者覺得公平貿易咖啡的關懷價值或心情價值越高,則購買公平貿易咖啡的意願越高。每個月花費200元以下比花費200元至499元於咖啡的受測者,較不具購買公平貿易咖啡的行為意願。而受測者知覺到的公平貿易咖啡的功能性價值、社會性價值、嘗新性價值、價格與便利性,則均對購買公平貿易咖啡的意願沒有顯著作用。根據這些結果,本研究對政府、學校和其他有意推動公平貿易咖啡的組織提出了多項建議。
    摘要(英) The objective of this study is to explore possible factors affecting college students’ preference for fair trade coffee. The investigated factors included four of the values listed in Sheth, Newman and Gross's (1991a) theory of consumption values, as well as price, convenience (of buying fair trade coffee), and demographic variables. The values were functional value, social value, emotional value, and epistemic value. This study further divided emotional value into caring value and mood value; the formal reflected caring about farmers, child labor and the environment/ecology, and the latter focused on the possibility of having a good mood from consuming fair trade coffee. A convenience sample of 198 college students studying in Kaohsiung who often drank coffee were interviewed. Results from regression analysis suggest that college students would be more intended to buy fair trade coffee if they believed it had high caring value or high mood value. Furthermore, respondents spending less than 200 NTD per month on coffee were less intended to buy fair trade coffee than those spending between 200 NTD and 499 NTD per month on coffee were. Finally, functional value, social value, epistemic value, prices, and convenience—all assessed by respondents' perceptions—did not have significant impact on the respondents’ preference for fair trade coffee. Based on these findings, several recommendations were made to the government, schools, and organizations interested in promoting fair trade coffee.
    關鍵字(中)
  • 倫理消費
  • 公平貿易咖啡
  • 公平貿易校園
  • 消費價值
  • 綠色消費
  • 關鍵字(英)
  • fair trade coffee
  • fair trade campus
  • consumption value
  • ethical consumption
  • green consumption
  • 論文目次 中文摘要 II
    ABSTRACT III
    第一章 緒論 1
    1.1 研究背景 1
    1.2 研究動機 2
    1.3 研究目的 4
    第二章 文獻探討 5
    2.1 公平貿易 5
    2.2 消費者行為 9
    2.2.1 綠色消費 9
    2.2.2 倫理消費 10
    2.2.3 消費者運動 12
    2.3 SHETH, NEWMAN 和GROSS 的消費價值理論 15
    2.4 相關研究 18
    2.4.1 校園內推動公平貿易咖啡 18
    2.4.2 大學生消費行為與咖啡選購行為 19
    第三章 研究方法 22
    3.1 本研究公平貿易咖啡購買行為模式 22
    3.2 預試問卷設計 23
    3.2.1 資料蒐集方法 23
    3.2.2 預試問卷內容 23
    3.3 預試結果 25
    3.4 預試問卷修正 27
    3.5 研究假設 28
    3.6 正式問卷 28
    第四章 研究結果 31
    4.1 樣本結構 31
    4.2 描述統計 32
    4.2.1 購買咖啡的頻率與金額 32
    4.2.2 公平貿易咖啡的認識與選擇 33
    4.2.3 消費價值、價格與便利性的描述統計 36
    4.3 合成變項的因素結構與信度 41
    4.4 迴歸分析 45
    第五章 討論與建議 50
    5.1 變項的描述性統計所呈現的意義 50
    5.1.1 大學生普遍對公平貿易認識不足 50
    5.1.2 在對公平貿易咖啡大概瞭解後,大學生認為公平貿易咖啡對他們具有功能性價值、關懷價值與嘗新性價值,且認為公平貿易咖啡價格合理 50
    5.1.3 即使對公平貿易咖啡有所瞭解,大學生仍認為公平貿易咖啡對他們的心情價值和社會性價值不高 50
    5.1.4 大學生認為不容易買到公平貿易咖啡 51
    5.1.5 在對公平貿易咖啡大概瞭解後,大學生偏向購買公平貿易咖啡 51
    5.1.6 受測者估計大學生公平貿易咖啡願付價格以「十元以內」較多 52
    5.2 研究假設成立與否及原因 52
    5.3 研究限制與後續建議 56
    5.3.1 研究限制 56
    5.3.2 研究後續建議 57
    參考文獻 60
    附錄一 預試問卷 68
    附錄二 正式問卷 71
    附錄三 論文口試審查意見答覆表 74
    參考文獻 王順美、江琇瑩與柯芸婷(民89)。臺灣綠色消費運動的參與分析─主婦聯盟共同購買為例。師大學報,45,15-28。
    向春玲(2009)。消費者對公平貿易認知及態度之研究。私立中原大學國際貿易學系碩士論文,未出版,桃園縣。
    呂玉玲(2008,10月)。以"三鹿奶粉"看企業社會責任承擔。企業研究,10,43-44。
    吳明隆(2009)。SPSS操作與應用:問卷統計分析實務(二版)。台北市:五南。
    林玉貴(2000)。青少年及青年食品綠色消費認知、態度及行為研究。國立臺灣師範大學人類發展與家庭學系碩士論文,未出版,台北市。
    張育菁(2010)。從商業倫理探討全球農產品之公平貿易。國立中央大學哲學系碩士論文,未出版,桃園縣。
    彭雯君(1993)。個人價值觀、產品屬性、綠色態度與綠色消費行為關聯性之研究-以大專學生為目標。國立成功大學企業管理學系碩士論文,未出版,台南市。
    齊國瑛(2007)。中華民國消費者文教基金會成員採行倫理消費之行為意向。國立中山大學公共事務管理研究所碩士論文,未出版,高雄市。
    謝明玲(2011,3月)。與咖啡的最佳距離。天下雜誌,467,174-175。
    Andrew A. and Alex N. (2006). Rediscovering consumer-producer involvement: A network perspective on fair trade marketing. European Journal of Marketing, 40(11/12), 1236-1253.
    Bok, D. (1982). Beyond the ivory tower: Social responsibility of the responsibility of the modern university. Cambridge: Harvard University Press.
    Benjamin, M. (2000). Toil and trouble: Student activism in the fight against sweatshops. New York: Prometheus Books.
    Browne, A. W., Harris, P. J. C., Hofny-Collins, A. H., Pasiecznik, N., & Wallace, R. R. (2000). Organic production and ethical trade: definition, practice and links. Food Policy, 25(1), 69-89.
    Basu, A. K., & Hicks, R. L. (2008). Label performance and the willingness to pay for fair trade coffee: a cross-national perspective. International Journal of Consumer Studies, 32(5), 470-478.
    Cowe, R. and S. Williams. (2000). Who Are The Ethical Consumers? Co-operative bank report, 1-44. Retrieved June 23, 2012, from http://caseplace.org/pdfs/All-Cooperative%20Bank-2000-Who%20are%20the%20ethical%20consumers%20pt.%201.pdf
    Husselbee, D. (2000). NGOs as development partners to the corporates: Child football stitchers in Pakistan. Development in Practice, 10(3/4), 377-389.
    Doane, D. (2001). Taking flight: The rapid growth of ethical consumerism-the ethical purchasing index 2001. London: New Economics Foundation.
    De Ferran, F., & Grunert, K. G. (2007). French fair trade coffee buyers’ purchasing motives: An exploratory study using means-end chains analysis. Food Quality and Preference, 18(2), 218-229.
    Dalton, D., & Ortegren, M. (2011). Gender differences in ethics research: The importance of controlling for the social desirability response bias. Journal of Business Ethics, 103(1), 73-93.
    Chang, D., & Wong, M. (2005). After the consumer movement: Toward a new international labour activism in the global garment industry. Labour, Capital and Society 38(1/2), 126-155.
    Pelsmacker, P., Driesen, L., & Rayp, G. (2005). Do Consumers Care about Ethics? Willingness to pay for fair trade Coffee. Journal of Consumer Affairs, 39(2), 363-385.
    Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
    Emma, B. & Carrigan, M (2000). Do consumers really care about corporate responsibility? Highlighting the attitude–behavior gap. Journal of Communication Management, 4(4), 355-368.
    Engel, J. F., Miniard, P. W.,& Blackwell, R. D. (2008)。消費者行為 (10版)。白滌清(譯)。臺北市:華泰。(原作2007出版)
    Fridell, G. (2004). The university and the moral imperative of fair trade coffee. Journal of Academic Ethics, 2(1), 141-159.
    Gemma, C. Harper, & Aikaterini Makatouni (2002). Consumer perception of organic food production and farm animal welfare, British Food Journal, 104(3), 287-299.
    Galbraith, S., & Stephenson, H. B. (1993). Decision rules used by male and female business students in making ethical value judgments: Another look. Journal of Business Ethics, 12(3), 227-233.
    Getz, C., & Shreck, A. (2006). What organic and fair trade labels do not tell us: towards a place-based understanding of certification. International Journal of Consumer Studies, 30(5), 490-501.
    Hilton, M. (2003). Consumerism in twentieth-century Britain: The search for a historical movement. Cambridge University Press.
    Higdon, J. V., & Frei, B. (2006). Coffee and health: a review of recent human research. Critical Reviews in Food Science and Nutrition, 46(2), 101-123.
    Hira, A., & Ferrie, J. (2006). Fair trade: Three key challenges for reaching the mainstream. Journal of Business Ethics, 63(2), 107-118.
    Hsu, J. L., & Hung, W.-C. (2005). Packed coffee drink consumption and product attribute preferences of young adults in Taiwan. Food Quality and Preference, 16(4), 361-367.
    Hines, J. M., Hungerford, H. R., & Tomera, A. N. (1987). Analysis andsynthesis of research on responsible environmental behaviour: A metaanalysis. Journal of Environmental Education, 18, 1-8.
    Jaffee, D (2007). Brewing justice: Fair trade coffee, sustainability, and survival. University of California Press.
    Kotler, P. (1998). Marketing management: analysis, planning, implementation, and control (9 ed.). Prentice-Hall.
    Kinnear, T. C., Taylor, J. R., & Ahmed, S. A. (1974). Ecologically concerned consumers: Who are they? Journal of Marketing, 38(2), 20-24.
    Levi, M & Linton, A. (2003). Fair trade: A cup at a time? Politics and Society. 31(3), 407-432.
    Loureiro, M. L., & Lotade, J. (2005). Do fair trade and eco-labels in coffee wake up the consumer conscience? Ecological Economics, 53(1), 129-138.
    Nicholls, A. J. (2002). Strategic options in fair trade retailing. International Journal of Retail & Distribution Management, 30(1), 6-17.
    Ottman J. A. (1999)。綠色行銷: 企業創新的契機。石文新(譯)。台北市:商周。(原作1998出版)
    Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy & The Environment, 11(5), 285-297.
    Roberts, J. A. (1996). Will the real socially responsible consumer please step. Business Horizons, 39(1), 79.
    Raynolds, L. T. (2002). Consumer/producer links in fair trade coffee networks. Sociologia Ruralis, 42(4), 404-424.
    Raj Patel (2009)。糧食戰爭。葉家興、謝伯讓、高薏涵、謝佩妏(譯)。臺北市:高寶國際。(原作2008出版)
    Strong, C. (1996). Features contributing to the growth of ethical consumerism-a preliminary investigation. Marketing Intelligence & Planning, 14(5), 5-13.
    Shaw, D. & Clarke, I. (1999). Belief formation in ethical consumer groups: an exploratory study. Marketing Intelligence & Planning, 17(2), 109-120.
    Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409.
    Schanberg, S. H., & Dorigny, M. (1996). Six cents an hour. Life, 19(7), 38.
    Sheth, J. N., Newman, B. I., & Gross, B. L. (1991a). Consumption values and market choices: Theory and applications. Cincinnati : South-Westem.
    Sheth, J. N., Newman, B. I., & Gross, B. L. (1991b). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
    Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
    Straughan R. D., Roberts J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558-575.
    Taylor, P. L.(2002). Poverty alleviation through participation in fair trade coffee networks: Synthesis of case study research question findings. at Colorado state university; a project funded by the Ford Foundation, internet papers.
    TransFair Canada (2011). Fairtrade international consumer perceptions survey 2011. Retrieved June 17, 2012, from http://fairtrade.ca/sites/default/files/Fairtrade_2011_Consumer%20Perceptions%20Survey_Canada_Consumer_EN.pdf
    Tsalikis, J. J., & Ortiz-Buonafina, M. M. (1990). Ethical beliefs' differences of males and females. Journal of Business Ethics, 9(6), 509-517.
    Uusitalo, O., & Oksanen, R. (2004). Ethical consumerism: a view from Finland. International Journal of Consumer Studies, 28(3), 214-221.
    Vitell, S. J., & Muncy, J. (1992). Consumer ethics: An empirical investigation of factors influencing ethical judgements of the final consumer. Journal of Business Ethics, 11(8), 585-597.
    Wells, D. (2004). How ethical are ethical purchasing policies? Journal of Academic Ethics, 2(1), 119-140.
    Zeithaml, Valarie A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July), 2-22.
    中央社新聞網(2012)。買異國小農商品 實踐公平貿易。2012年6月28日取自http://www.cna.com.tw/News/YourNews/201205170001.aspx
    台灣公平貿易協會(2012)。什麼是公平貿易茶水間? 2012年7月8日取自http://fairtrade.org.tw/?p=263
    行政院環保署(1992)。我國環保標章。2012年6月23日取自http://greenliving.epa.gov.tw/greenlife/green-life/mark-1.aspx
    行政院勞工委員會職訓局泰山職業訓練中心(2010)。機會篇》公平交易 塑造公平世界 你我都能參與。2012年6月13日取自http://forum.vtu.nat.gov.tw/www/10/tsvtc_c0408_p01.html
    香港公平貿易動力(2009)。公平貿易十原則。2012年6月20日取自http://www.hkfairtradepower.com/forum/attachment.php?aid=787
    美國學生反抗血汗工廠(2009)。組織理念、使命與願景。2012年6月28日取自http://usas.org/about-us/mission-vision-organizing/
    柴松林(1996)。從環保主義到綠色消費。消費者保護研究:中華民國消費者月特刊第二輯,86-96。台北:行政院消費者保護委員會。
    消費者文化基金會(1943)。認識消基會。2012年6月24日取自http://www.consumers.org.tw/unit110.aspx
    邱花妹(2005)。台灣環境資訊中心。倫理消費——用消費力展現你的價值觀?(中)。2012年6月21日取自http://e-info.org.tw/node/2420
    經濟部能源局(2006)。政府綠色採購。 2012年7月8日取自http://www.energylabel.org.tw/purchasing/govgreen/list.asp
    網路市調公司(2011)。公平貿易,尚需推廣的綠色消費。2012年6月17日取自http://www.eolembrain.com.tw/Latest_View.aspx?SelectID=247
    郭秋梅(1999)。當前我國消費者教育之實踐與展望。消費者保護研究:中華民國消費者月特刊第五輯,97-122。台北:行政院消費者保護委員會。
    樂施會。無窮校園/Sweatshop 血汗工廠。2012年6月28日取自http://www.cyberschool.oxfam.org.hk/glossary.php?cod=109
    陳洛薇(2009年12月25日)。馬讀《我的小革命》感動買咖啡。中國時報,A10版。
    蘇格蘭公平貿易論壇(2012)。蘇格蘭公平貿易指南。2012年6月28日取自http://www.scottishfairtradeforum.org.uk/assets/299
    Fairtrade Canada (2002). Retrieved June 23, 2012, from http://fairtrade.ca/en
    Fairtrade International (2009).What is fair trade? Retrieved June 17, 2012, from http://www.fairtrade.net/faqs.html?&no_cache=1
    Fair Trade Foundation (2011). About fairtrade universities and colleges. Retrieved June 17, 2012, from http://www.fairtrade.org.uk/get_involved/campaigns/fairtrade_universities/about_fairtrade_universities.aspx
    Maietta, O. W. (2004). The hedonic price of fair-trade coffee for the Italian consumer. Capri: The University of Naples Federico II. Retrieved July 1, 2012, from http://www.depa.unina.it/depa/wpmaietta3.pdf
    The Roper Organization (1990). The environment: Public attitudes and individual behavior. New York: Commissioned by S.C. Johnson & Son, Inc. Retrieved July 1, 2012, from http://www.scjohnson.com/Libraries/Download_Documents/SCJ_and_GfK_Roper_Green_Gauge.sflb.ashx
    World Fair Trade Organization (2009). What is fair trade? Retrieved June 20, 2012, from http://www.wfto.com/index.php?option=com_content&task=view&id=1&Itemid=12
    World Fair Trade Organization (2011, July 25). Where did it all begin? Retrieved June 20, 2012, from http://www.wfto.com/index.php?option=com_content&task=view&id=10&Itemid=17&limit=1&limitstart=1
    World Fair Trade Organization (2004). The WFLO logo. Retrieved June 20, 2012, from http://www.wfto.com/index.php?option=com_content&task=view&id=904&Itemid=310
    World Fair Trade Organization (2004). 10 principles of fair trade. Retrieved June 20, 2012, from http://www.wfto.com/index.php?option=com_content&task=view&id=2&Itemid=14
    口試委員
  • 蕭仁傑 - 召集委員
  • 邱花妹 - 委員
  • 林新沛 - 指導教授
  • 口試日期 2012-07-19 繳交日期 2012-08-03

    [回到前頁查詢結果 | 重新搜尋]


    如有任何問題請與論文審查小組聯繫