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What determinants matter on fair trade products purchase: a case study of Taiwan

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  • Yi-Hui Chiang

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.

Suggested Citation

  • Yi-Hui Chiang, 2016. "What determinants matter on fair trade products purchase: a case study of Taiwan," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 10(4), pages 384-398.
  • Handle: RePEc:ids:ijisde:v:10:y:2016:i:4:p:384-398
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    Cited by:

    1. Kumar, Anil & Luthra, Sunil & Khandelwal, Dinesh Kumar & Mehta, Rajneesh & Chaudhary, Nityanand & Bhatia, Sukhdev, 2017. "Measuring and improving customer retention at authorised automobile workshops after free services," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 93-102.

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