消費者對公平貿易認知及態度之研究

A Study on Consumer Cognition and Attitude Toward Fair Trade

向春玲(Chun-Ling Hsiang)

指導教授 ： 秦宗春

中原大學/商學院/國際貿易研究所/碩士(2009年)

https://doi.org/10.6840/cycu200900941

摘要

本研究希望藉由消費者對公平貿易認知及態度之研究，對現階段公平貿易推廣進行分析、提出建議，進而更有效的落實倫理消費。研究範疇為：1、瞭解公平貿易體系的認證機構及發展歷程。2、瞭解公平貿易體系如何推廣公平貿易消費。3、探討台灣公平貿易推廣的現況與未來發展。4、研究消費者對於公平貿易的認知與態度。
本研究方法為透過開放式問卷對消費者進行公平貿易方面之認知與態度調查。研究發現如下：
1.品牌的建立可加深消費者的認知程度，有助於提高消費者忠誠度及市場控制，避免產品陷於價格競爭之中。
2.在消費者對公平貿易的認知因素中，公平貿易標籤與產品通路的消費知識缺乏，造成消費者對產品的熟悉度低，進而影響消費者決策。
3.大多數的消費者在經由認知處理公平貿易相關訊息後，對其理念會產生認同的態度且有購買公平貿易產品的行為意願。
4.企業違反公平貿易原則，對第三世界的農民或員工有剝削行為，在訊息充分獲知的假設下，大多數的消費者會因此產生不喜歡且排斥的態度而產生抵制購買的行為。
因此，要讓公平貿易在台灣得以蓬勃發展，消費者力量是必要不可缺的。建議廠商可將公平貿易產品當作一新進品牌並配合政府相關機構加以規劃，讓消費者能對公平貿易的理念與執行方式有充分的認知，並以倫理消費的態度督促自己與企業。使全球貿易運行更公義、更公平，帶給世人更多福祉。

關鍵字

公平貿易 ； 消費者認知 ； 消費者態度

並列摘要

This study analyzes current fair trade promotion and makes suggestions in order to effectively carry out ethical consumption through the study of consumer cognition and the attitude toward fair trade. The scope of this study includes: first, to understanding the accredit institution of fair trade system and its development; second, to understand how to promote fair trade consumption within the fair trade system; third, to explore the current status and future development of Taiwan’s fair trade promotion; and fourth, to study the consumer cognition and attitude toward fair trade concept.
The method of this study is to use open questionnaire to study the Consumer Cognition and attitude toward fair trade. The research findings are as follows:
1.The establishment of brand could deepen the scale of consumer's cognition, which helps to enhance the consumer loyalty and market control, to avoid the price competition.
2.Within the consumer cognition toward fair trade, the lack of knowledge toward fair trade mark and the product channel causes consumer not to be familiar with product, and therefore affect consumer purchasing decision.
3.Most consumers would generate recognizing attitude and purchasing behavior toward fair trade product after the cognition process to process the fair trade information.
Most consumers would generate dislike or reject attitude and then resist purchasing if business violates fair trade principle and to exploit farmers or employees of the third world.
In order to get a rapid development in fair trade, the consumer power is a necessity. This study suggests that business could use fair trade product as a new entering brand accompanying government plans to let consumers know the concept and execution of fair trade. In addition, consumer and business should adopt ethical consumption as motto to make the global trade more justice, more equal, and to bring welfare to mankind.

並列關鍵字

consumer attitude ； fair trade ； consumer cognition

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