公平貿易咖啡購買意願影響因素之探討

Exploring the Influences on Purchasing Intention of Fair Trade Coffee

訴諸「倫理」的公平貿易，常被視為是近代社會創新系統之一。公平貿易產品雖一開始只供應極小的利基市場，當要求健康與道德的消費者越來越多時，公平貿易逐漸走向大眾市場，提供弱勢的生產者進入公平貿易體系的機會。咖啡是公平貿易第一個認證的產品，亦是整個公平貿易交易的核心。本研究旨在探討消費者內在意識的消費價值、外在行為之倫理消費與產品屬性等因素是否會影響消費者購買意願，並採開放式之網路問卷蒐集資料，有效回收份數為194份。本研究運用因素分析，萃取出8個因素，繼以t檢定、單因子變異數分析、典型相關分析、迴歸分析等進行實證分析。研究結果顯示，倫理消費、消費價值、產品屬性對公平貿易咖啡產品購買意願具顯著相關，而人口統計變數對公平貿易咖啡產品購買意願則部分顯著性差異。進一步迴歸分析結果顯示，消費價值正向影響購買意願最顯著的是社會價值，其次為功能價值與嘗新價值值；產品屬性對購買意願亦呈顯著影響；消費者對公平貿易咖啡產品之公平貿易屬性認同度越高其購買意願亦越高。

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.