本研究旨在探討可能影響大學生選喝公平貿易咖啡意願的因素。這些因素包括 Sheth, Newman 和 Gross (1991a)提出的消費價值理論中的四種價值 (功能性價值、社會性價值、情感性價值、嘗新性價值)、價格、便利性和人口變項。在情感性價值部分，本研究是將之再細分為關懷價值與心情價值。前者主要反映對農民、童工和環境生態的關懷，後者主要反映喝公平貿易咖啡可能帶來的好心情。研究方法是以便利抽樣方式，訪問198名在高雄就讀且常喝咖啡的大學生。迴歸預測分析結果發現，受測者覺得公平貿易咖啡的關懷價值或心情價值越高，則購買公平貿易咖啡的意願越高。每個月花費200元以下比花費200元至499元於咖啡的受測者，較不具購買公平貿易咖啡的行為意願。而受測者知覺到的公平貿易咖啡的功能性價值、社會性價值、嘗新性價值、價格與便利性，則均對購買公平貿易咖啡的意願沒有顯著作用。根據這些結果，本研究對政府、學校和其他有意推動公平貿易咖啡的組織提出了多項建議。

The objective of this study is to explore possible factors affecting college students’ preference for fair trade coffee. The investigated factors included four of the values listed in Sheth, Newman and Gross's (1991a) theory of consumption values, as well as price, convenience (of buying fair trade coffee), and demographic variables. The values were functional value, social value, emotional value, and epistemic value. This study further divided emotional value into caring value and mood value; the formal reflected caring about farmers, child labor and the environment/ecology, and the latter focused on the possibility of having a good mood from consuming fair trade coffee. A convenience sample of 198 college students studying in Kaohsiung who often drank coffee were interviewed. Results from regression analysis suggest that college students would be more intended to buy fair trade coffee if they believed it had high caring value or high mood value. Furthermore, respondents spending less than 200 NTD per month on coffee were less intended to buy fair trade coffee than those spending between 200 NTD and 499 NTD per month on coffee were. Finally, functional value, social value, epistemic value, prices, and convenience—all assessed by respondents' perceptions—did not have significant impact on the respondents’ preference for fair trade coffee. Based on these findings, several recommendations were made to the government, schools, and organizations interested in promoting fair trade coffee.

中文摘要 II
ABSTRACT III
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
第二章 文獻探討 5
2.1 公平貿易 5
2.2 消費者行為 9
2.2.1 綠色消費 9
2.2.2 倫理消費 10
2.2.3 消費者運動 12
2.3 SHETH, NEWMAN 和GROSS 的消費價值理論 15
2.4 相關研究 18
2.4.1 校園內推動公平貿易咖啡 18
2.4.2 大學生消費行為與咖啡選購行為 19
第三章 研究方法 22
3.1 本研究公平貿易咖啡購買行為模式 22
3.2 預試問卷設計 23
3.2.1 資料蒐集方法 23
3.2.2 預試問卷內容 23
3.3 預試結果 25
3.4 預試問卷修正 27
3.5 研究假設 28
3.6 正式問卷 28
第四章 研究結果 31
4.1 樣本結構 31
4.2 描述統計 32
4.2.1 購買咖啡的頻率與金額 32
4.2.2 公平貿易咖啡的認識與選擇 33
4.2.3 消費價值、價格與便利性的描述統計 36
4.3 合成變項的因素結構與信度 41
4.4 迴歸分析 45
第五章　討論與建議 50
5.1 變項的描述性統計所呈現的意義 50
5.1.1 大學生普遍對公平貿易認識不足 50
5.1.2 在對公平貿易咖啡大概瞭解後，大學生認為公平貿易咖啡對他們具有功能性價值、關懷價值與嘗新性價值，且認為公平貿易咖啡價格合理 50
5.1.3 即使對公平貿易咖啡有所瞭解，大學生仍認為公平貿易咖啡對他們的心情價值和社會性價值不高 50
5.1.4 大學生認為不容易買到公平貿易咖啡 51
5.1.5 在對公平貿易咖啡大概瞭解後，大學生偏向購買公平貿易咖啡 51
5.1.6 受測者估計大學生公平貿易咖啡願付價格以「十元以內」較多 52
5.2 研究假設成立與否及原因 52
5.3 研究限制與後續建議 56
5.3.1 研究限制 56
5.3.2 研究後續建議 57
參考文獻 60
附錄一 預試問卷 68
附錄二 正式問卷 71
附錄三 論文口試審查意見答覆表 74

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