| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 104 === Globalization has brought us a whole new world since the past decades and it has resulted in significant economic growth. However, the prosperity of globalization might be at the cost of poor producers and the environment. Farmers and workers at the beginning of the chain don’t always get a fair share of the benefits of trade. Therefore, fair trade aims to enable consumers to put this right, and to build a long-term partnership between producers and consumers to provide the opportunities for the producers to improve their lives.
Though sales of fair trade products has soared globally, the first store selling fair trade products in Taiwan wasn’t opened until 2006. Moreover, besides the fact that most Taiwanese consumers are not familiar with fair trade, academic research on fair trade related topics are also far less than many other countries. Therefore, the objective of this study is to understand the difficulties of promoting fair trade coffee in Taiwan and to provide promotion strategy based on the qualitative and quantitative research results.
According to the result of the study, the researcher proposes two general promotion strategies, which are expanding the sales channel to increase the availability of fair trade coffee in Taiwan, and focusing on breadth rather than depth while educating consumers about fair trade. Furthermore, for selling fair trade coffee in “Convenience Store”, it is suggested to replace all the coffee bean with fair trade coffee bean and raise the price at around 5 NTD; for selling fair trade coffee in “Take-out Coffee Shop”, it is suggested that fair trade coffee can be launched as a whole new product and raise the price at around 10 NTD to target on the consumers who is willing to pay more for fair trade coffee.
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