英文摘要 |
In resorting to ethics, fair trade since their inception can seen as a social innovation system. As consumers become increasingly aware of health and morality, the market has grown dramatically and experienced a radical transformation, from niche to mass market, creating opportunities for disadvantaged producers into the Fairtrade system. Coffee was introduced as the first fair-trade certified product, but also the core production of all fair trade goods. Therefore, the objective of this paper was to explore factors influencing consumers’ Fairtrade coffee purchase intention, included consumption values, consumer ethics, and product attributes. Factor analysis was conducted with sample of 194 coffee consumers to extract 8 factors, and then t-test, ANOVA, canonical-correlation analysis, and regression analysis required for data analysis and presenting findings. The results demonstrated that within consumer values, social, functional, and epistemic values had positive significant influences on purchase intention in sequence. The findings also revealed that the fair-trade attribute of production attributes made the largest contribution in influencing purchase intention among consumers. |