| Summary: | 碩士 === 聖約翰科技大學 === 企業管理系碩士班 === 100 === With the recent fast growth in economy, people’s consumption power has increased greatly, which has caused various problems that endanger earth’s environment. In order to maintain a sustainable development of the earth, more and more people have started green consumption behaviors, in terms of paying slightly higher prices for environmental friendly products. In 2005, the concept of LOHAS （Lifestyles of Health and Sustainability） emerged in Taiwan. Taiwanese people not only paid more attention to one’s as well as one’s families’ wellness, but also to issues related to environmental sustainability. Hence, this research focuses on fair trade coffee, which emphasizes on the same concept of sustainability, and the relationships between consumers’ degree of LOHAS and green consumption behavior with fair trade coffee. The subject of this study will be between 20 to 40 years old coffee-drinkers in Taipei area. A questionnaire survey will be conducted to collect data from 394 effective samples. Data will be analyzed using SPSS software version 14.0 for analyzing relationships among consumers’ degree of LOHAS and demographic variable, the behavior of consumption of coffee, and the behavior of consumption of fair trade coffee, and the relationship among consumers' cognition of fair trade coffee, attitude, behavior and demographic variable, the behavior of coffee consumption, and the relationship between consumers’ degree of LOHAS and green consumption behavior of fair trade coffee.
Overall, participants were found to have a considerable degree of understanding about LOHAS concept and practice. Yet, participants’ cognition of fair-trade seemed to be inadequate in general. As a result, participants’ support for fair-trade coffee and intention to purchase such products were found to be relatively low. Based on participants’demographic backgrounds, income and marital status were found to have significant influences on their degree of LOHAS. Age, educational background, and awareness of fair-trade coffee were found to have significant influences on their perception of fair-trade coffee. The frequency of weekly coffee drinking was found to have significant effects on their supportive behavior toward fair-trade coffee. Finally, significant positive correlations were found among participants’ level of LOHAS, understanding of, supportive attitude and behavior toward fair-trade coffee.
Key words: Green Consumption, LOHAS, Fair Trade Coffee
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