- 學位論文
台灣零售業者生態綠採用公平貿易之個案研究
A Case Study on the Adoption of Fair Trade by Okogreen in Taiwan
摘要
全球化以及自由貿易的影響下，造成各國貧富差距擴大。在這情況下，消費者意識到他們的消費決策和道德、社會等議題有所關連。公平貿易的理念是提供生產者維持生計的保證收購價，並運用社區發展金，作為社區設施投資的資金，協助產地脫離貧窮。許多企業也開始販賣公平貿易商品，期能和倫理消費顧客建立關係，但台灣銷售以及推廣公平貿易理念的零售業者仍為少數。 本研究以台灣第一個採用公平貿易的零售業者「生態綠」為個案研究對象，透過質化研究的深度訪談以及次級資料方法，探討個案採用公平貿易的決策歷程以及執行內涵。研究結果發現個案採用公平貿易的決策歷程，從創辦人對於公平貿易的啟蒙，一直到發現台灣農業產銷失衡以及消費文化的問題嚴重，進而採用公平貿易的標籤、申請 FLO 的特許商，開設咖啡館販售公平貿易咖啡，以及推廣公平貿易的理念，進而藉相關行動方案，試圖將公平貿易理念「在地化」。 而生態綠主張 FLO 的標籤產品能夠滿足倫理消費的需求、提供消費者滿意之價值、確保產品的取得便利性與交易模式多樣化以及活用多元化的溝通管道將公平貿易的理念及產品推廣給台灣的消費者。此外，生態綠運用在地化的農產品直接販售給消費者的好樣綠計畫，以及創立專職推行公平貿易理念的台灣公平貿易協會，都可以被視為是創新採用的再創新。 根據個案分析結果，本研究建議： (一)農政單位可借鏡公平貿易的理念，建立在地化公平貿易； (二)公平貿易通路應擴大以接觸更廣大的消費者； (三)零售業者可透過採用公平貿易提升企業形象並善盡企業社會責任； (四)在地化公平貿易理念以改善台灣農業產銷失衡的問題，形成友善生產者的消費文化； (五)消費者端除了採用公平貿易，應積極透過消費者的人際網絡推廣公平貿易理念。
並列摘要
The fact is there are more and more ethical consumption consumers who have started to consider their purchasing decisions to become inclined to take into account ethical and social issues. The fair trade offers producers a minimum reasonable price for their livelihood and helps to keep marginal producers from poverty. An increase in number of retailers has started selling the fair trade products in order to build relationship with ethical consumption consumers throughout the world. However, there are few retailers selling the fair trade products in Taiwan. This study investigates the decision-making process and implementation of fair trade adoption by Okogreen, the first retailer in Taiwan utilizing the intrinsic case study method built upon qualitative research. The findings of this study are summarized as follows: (1) the founder of Okogreen of this case was enlightened on the concept and practice of fair trade when he studied in UK; (2) The founder was aware of the imbalance between production and marketing/sales of agricultural produce trading in Taiwan and problems of consumer culture; (3) The founder decided to adopt FLO label as to the first step to introduce fair trade to Taiwan. Besides, he established Okogreen Company to begin selling fair trade coffee and promote the idea of fair trade. (4) Okogreen Company tried to localize the idea of fair trade. Okogreen believes FLO labeled products can meet the need of ethical consumption, satisfy consumers with the convenience of access to fair trade products and utilize a variety of communication channels to promote fair trade to consumers in Taiwan. Furthermore, Okogreen launched “Goodgreen program” to connect local producers with consumers by selling their products to consumers directly without middlemen. Okogreen also established “Taiwan Fairtrade Association” dedicated to promoting fair trade. According to the research results of this specific case, this study suggests: (1) the public sector in Taiwan should learn the experiences from the other countries and initiate a local fair trade in Taiwan; (2) The fair trade distributors have to extend their contacts by all means in order to reach more consumers in Taiwan; (3) The retailers are able to promote their corporate image to the general public in Taiwan and practice corporate social responsibility through the adoption of fair trade; (4) Localizing fair trade can improve the imbalance between production and marketing/sales of agricultural produce trading and form a friendly consumption culture for producers in Taiwan; (5) The retailers and consumers in Taiwan should not only adopt fair trade, but also promote fair trade through the interpersonal network of consumers who has purchased fair trade products and believe in it.