Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96988
標題: 消費者對公平貿易咖啡之願付價格估計
Consumers’ Willingness to Pay for Fair Trade Coffee
作者: 陳映廷
Ying-Ting Chen
關鍵字: 公平貿易
條件評估
願付價格
Fair Trade
Conjoin Valuation Method
Willingness to Pay
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摘要: 根據行政院農委會之資料可知,咖啡已列為台灣30種重要進口農產品之一,而咖啡之生產存有剝削生產者之疑慮,為解決此問題,出現了許多團體支持「公平貿易」(Fair Trade),如今國際公平貿易組織發展趨於完善,然公平貿易咖啡在台灣尚未普及,故本研究為了探究台灣消費者對公平貿易咖啡之接受程度及是否有願付之意向,使用條件評估法估計台灣消費者對公平貿易咖啡之願付價格(Willingness to Pay , WTP)。   研究結果顯示,以男性較願意付出,而受測者之PCE顯著影響購買意願,表示受測者肯定自己是付出的動力;信仰佛教者(REG)及慈善心理(WG )皆對公平貿易咖啡之WTP有顯著影響,且重視生產倫理者(ETH),亦表示願意多支付金額,而此願付價格可作為政府制定相關政策之參考。
According to the data from Council of Agriculture, coffee has been listed as one of the 30 major imported agricultural products in Taiwan. However, the production of coffee has doubts about exploiting producers. There have been many international organizations that supported “Fair Trade”. The development of international fair trade organizations (for example: FLO, IFAT, NEWS, and EFTA)tends to complete nowadays. However, fair trade coffee has not yet been popularized in Taiwan. Therefore, in order to explore Taiwan consumers'' acceptance of fair trade coffee and why they would like to pay for it, the study uses conjoin valuation method(CVM) to estimate the willingness to pay (WTP) by Taiwanese consumers for fair trade coffee. The results of the study show that men are more willing to pay, and the variable “PCE” is positive significant affect experimental subject to decide WTP. On the other hand, Buddhist(refer to the variable “REG”), experimental subject who has charity psychology(refer to the variable “WG”) and those who pay attention to ethical production are more willing to pay for fair trade coffee. The WTP can be used as a reference for the government to formulate relevant policies.
URI: http://hdl.handle.net/11455/96988
文章公開時間: 10000-01-01
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