Determinants of Fair Trade Participation Analysis for Retailers—Evidence from Taipei Coffee Store Owners

• Main Authors: Wei-Shiang Chin, 秦偉翔
• Other Authors: 辛炳隆
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/3cne24

碩士 === 國立臺灣大學 === 國家發展研究所 === 103 === This paper aims to investigate the case of the coffee industry in Taiwan to participate in fair trade. The main purpose of this paper is to find out the factors that affect the store owners'' fair trade participation through empirical research in Taipei''s coffee industry, and to help solve problems encountered on the Taiwan''s fair trade development. Analysis of related literature indicates that while the coffee store owners choosing their suppliers, they might be affected by certain psychological and commercial factors. On the psychological level, store owners tend to choose suppliers that share the same value. Therefore, the identification on fair trade concept would be very likely to affect the owners’ willingness on participating fair trade industry. Also, through the studied of organizational buying behavior, we can know that when the store owners selecting suppliers, they will take various factors into consideration. Such as quality, price, supplier performance, consumer demand and complementarity among different products. This paper using questionnaire surveys in order to verify the real condition of the coffee store owners affected by the above-mentioned factors, and the data from the questionnaire will be analysed with descriptive statistics, Logistics regression and Tobit model. The result of the analysis shows that there is a higher possibility for the coffee store owners to continuously participate in fair trade. Furthermore, when store owners considering their future fair trade participation, it mainly affected by commercial factors, but when it comes to the level of future participation in fair trade, the main determining factor turns to be psychologically.