What determinants matter on fair trade products purchase: a case study of Taiwan Online publication date: Tue, 04-Oct-2016
by Yi-Hui Chiang
International Journal of Innovation and Sustainable Development (IJISD), Vol. 10, No. 4, 2016
Abstract: Eight years ago, the movement of Taiwan's fair trade (FT) began in coffee cafes and shops. However, until now the perception of FT consumption was very new to most consumers in Taiwan. What are the purchase determinants on FT products? Among these determinants, what matters most in consumer decisions? The purpose of this paper is to propose a multiple-criteria-decision-making (MCDM) model for purchase determinants on FT products from the perspectives of teachers and students at C University in Taiwan. According to the results, the respondents ranked product value, perception recognition and product label as the top three important dimensions. Among the 23 criteria studied, help producers, high recognition of FT perception, reliable quality, function and high preference of FT products were the five key factors when it making a purchase decision on FT products. The results provide reference to producers, consumers and the related parties.
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