| Summary: | 碩士 === 中國文化大學 === 會計學系 === 103 === Ethical consumer attitudes is a new concept, the emphasis is not only the past to promote the concept of sustainable development and environmental protection, but also expanded the range of the level of social justice, and ethical consumer focus is to restore human management and control trading mechanism, to encourage con-sumption those with sharper, more critical point of view and having to view the pro-duction process the transaction; this study will help companies understand the critical factor in consumer social responsibility in the importance of this study, the question-naire informed on long-term drinking coffee experience (in Starbucks, for example) the idea of ethical consumption guidelines and laboratory use decision analysis method (DEMATEL) construct the degree of interaction with the dimensions of a network diagram, and using ANP analysis weights. Finally, using VIKOR to calcu-lated as consumer of satisfaction with the performance. Based on the analysis of consumer interviews, it is suggested ethical consumption improvement should be made in the following order : “Labor and human rights” then “Sustainable Products” and “Environmental conservation” and “Political activities (CSR)”. Overall perfor-mance with an average of 6.759 (desired level of 10), the total average gap of 0.324. It shows that there is still have to improve for consumer of corporate social responsi-bility.
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