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研究生： 周士偉
Manuel Eduardo Guerra Jordan
論文名稱： 瓜地馬拉公平貿易咖啡在台灣與中國市場
Guatemala's Fair-Trade Coffee in the Taiwan and China Market
指導教授： 吳文傑
Wu, Jack
口試委員: 鄭輝培
Cheng, Terry
彭喜樞
Peng, Shi-Shu
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 91
中文關鍵詞： 咖啡 、中國 、咖啡豆 、公平貿易 、瓜地馬拉 、標籤 、精品咖啡 、台灣
外文關鍵詞： Coffee, China, Coffee Beans, Fair-Trade, Guatemala, Label, Specialty Coffee, Taiwan
DOI URL： http://doi.org/10.6814/NCCU202100862
相關次數： 點閱：73  下載：24 
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    • The coffee market has grown in inequality during the last nine years. While many transnational companies that purchase, roast, and distribute coffee have recorded record earning, many farmers still live in poverty. One of the trends that have arisen during the last few years is Fair Trade. Fair-Trade is a concept where consumers or manufacturers pay either farmers or small producers a higher price for their products, which lets them sustain a dignified life.

    There are two major markets that Guatemala's market is yet to put more emphasis on. The first is Taiwan, one of the critical political allies of Guatemala in Asia. The second is China, which has become the largest consumer pool in the world. This thesis will survey consumers in these two markets to know: what are the key characteristics they evaluate to purchase consumer goods, their attitude, and knowledge towards Fair-Trade, their coffee drinking habits, and last their knowledge of Guatemala's coffee.

    The main objective of the document is to establish the opportunity and challenges that these markets have for selling Guatemala's Fair-Trade label coffee.

    1. Chapter I: Introduction 1
    1.1. Motivation for writing thesis 1
    1.2. Significance of the Study 2
    1.3. Statement of Problem 3
    1.4. Objectives 3
    1.4.1. Specific Objectives 3
    1.5. Research Methodology 4
    2. Chapter 2: Literature Review 5
    2.1. Fair trade 5
    2.1.1. Fair trade Objectives 6
    2.1.2. Fair Trade and the SDG 6
    2.1.3. Fair Trade Goods Consumption in Developed Countries 8
    2.1.4. Factors that Influence the Consumer 9
    3. Chapter 3: Guatemala Background Information 14
    3.1. Guatemala Overview 14
    3.2. Poverty in Guatemala 15
    3.3. Guatemala Major Economic Activities and Trading Partners 16
    3.3.1. Guatemala Exports 16
    3.3.2. Vegetable Products 17
    3.4. Guatemala Major Trading Partners and Free Trade Agreements 19
    3.4.1. Guatemala's Free Trade Agreements 20
    3.4.2. Generalities of Guatemala Exports to the World 21
    3.4.3. North America Trading Partners 22
    3.4.4. Europe Trading Partners 23
    3.4.5. Asia Trading Partners 24
    3.5. Challenges of Exportations 25
    4. Coffee Market 28
    4.1. Coffee Market in the World 28
    4.1.1. The creation of the International Coffee Organization (ICO) 28
    4.2. Free Coffee Market 30
    4.3. Coffee Producers 32
    4.4. Problems Faced by Coffee Producers 34
    5. Taiwan and China Economic Relation to Guatemala 36
    5.1. Taiwan 36
    5.1.1. Relationship with Guatemala 37
    5.1.2. Consumer Patterns in Taiwan 38
    5.2. China 39
    5.2.1. Relationship with Guatemala 40
    5.2.2. Consumer Patterns in China 41
    6. Sample Statistics 42
    6.1. Localization 42
    6.2. Gender distribution 43
    6.3. Income Level 44
    6.4. Age Distribution 45
    6.5. Education Level 46
    6.6. Study Limitations 47
    7. Survey Results 49
    7.1. Consumers Attitude and Consumption Patterns Towards Fair Trade 49
    7.1.1. Product Characteristics Valuation 49
    7.1.2. Knowledge and Purchase intention of Fair-Trade products 52
    7.2. Coffee Consumption Habits 59
    7.2.1. Coffee Grains Consumption 61
    7.2.2. Coffee Shop Consumption 64
    7.3. Knowledge about Guatemala’s Coffee 67
    7.4. Key Findings 69
    7.5. Follow Up Strategies for Guatemala Coffee Producers 72
    8. Conclusions 74
    9. References Used 76
    10. Appendix 79
    10.1. Appendix Number 1: Questionnaire 问卷調查 79
    10.2. Statistical Differences 88
    10.2.1. Male and Female Differences 89
    10.2.2. Country Differences 90
    10.3. Supporting Tables 91

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