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題名 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
作者 周士偉
Jordan, Manuel Eduardo Guerra
貢獻者 吳文傑
Wu, Jack
周士偉
Manuel Eduardo Guerra Jordan
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
Coffee
China
Coffee Beans
Fair-Trade
Guatemala
Label
Specialty Coffee
Taiwan
日期 2021
上傳時間 4-八月-2021 15:06:28 (UTC+8)
摘要 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.
參考文獻 1) BBC. (2018, 04 04). www.bbc.com/. Retrieved from https://www.bbc.com/news/world-asia-pacific-13017877#:~:text=China%20is%20the%20world`s%20most%20populous%20country.&text=The%20People`s%20Republic%20of%20China,of%20China%20based%20on%20Taiwan.
2) Biz Latin Hub. (2020, 04 25). www.bizlatinhub.com. Retrieved from https://www.bizlatinhub.com/free-trade-agreements-guatemala/#:~:text=The%20free%20trade%20agreement%20between,Guatemala%20are%20sugar%20and%20coffee.
3) Direccion de Analisis Economico Ministerio de Economia Gobierno de Guatemala. (2020, 07 01). https://www.mineco.gob.gt/. Retrieved from https://www.mineco.gob.gt/sites/default/files/evaluacion_taiwan_2020.pdf
4) Fair Trade International. (2019, 5 19). LITERATURE REVIEW ON PUBLIC ATTITUDES TO FAIR TRADE AND ETHICAL CONSUMPTION.
5) Franke, H., Liu, J. T., Elman, B., Dull, J. L., Wilbur, C. M., Hsu, C.-y., . . . Lewis, J. W. (2021, 05 04). www.britannica.com/. Retrieved 05 9, 2021, from https://www.britannica.com/place/China/Economic-policies
6) Gomersall, K., & Yaolin Wang, M. (2012). Expansion of Fairtrade Products in Chinese Market. The University of Melbourne.
7) Human Rights Watch. (2021). www.hrw.org. Retrieved from https://www.hrw.org/world-report/2021/country-chapters/guatemala
8) Macrotrends LLC. (2021, 03 26). https://oec.world. Retrieved from https://oec.world/en/profile/country/gtm
9) Ministerio de Economia de Guatemala. (2018, 08 12). http://www.sice.oas.org. Retrieved from http://www.sice.oas.org/tpd/gtm_twn/Studies/Review_Aug_2018_GTM_TWN_s.pdf
10) Nations Online Project. (n.d.). https://www.nationsonline.org. Retrieved 05 08, 2021, from https://www.nationsonline.org/oneworld/china.htm
11) Observatory of Economic Complexity. (2020, 01 15). Retrieved from https://oec.world/en
12) Panhuysen, S. a. (2018). Coffee Barometer 2018.
13) Santander Trade. (2021, 04 01). Retrieved from https://santandertrade.com/en/portal/analyse-markets/taiwan/reaching-the-consumers
14) Santander Trade. (2021, 04 01). https://santandertrade.com. Retrieved from https://santandertrade.com/en/portal/analyse-markets/taiwan/reaching-the-consumers
15) Santander Trade. (2021, 04 01). https://santandertrade.com. Retrieved from https://santandertrade.com/en/portal/analyse-markets/china/reaching-the-consumers
16) Schneider, M. (2010, 08 24). www.crisisgroup.org. Retrieved from https://www.crisisgroup.org/es/latin-america-caribbean/central-america/guatemala/un-paraiso-para-la-delincuencia-y-la-impunidad
17) Singapore National Library. (2021, 01 26). https://www.eyeonasia.gov.sg. Retrieved from https://www.eyeonasia.gov.sg/china/know/overview-of-china/china-a-country-profile/
18) Singapore National Library. (2021, 04 01). www.eyeonasia.gov.sg. Retrieved from https://www.eyeonasia.gov.sg/china/know/overview-of-china/china-a-country-profile/
19) Statista. (2021, 03 01). www.statista.com/. Retrieved from https://www.statista.com/statistics/270162/urbanization-in-china/#:~:text=In%202019%2C%20about%2060.6%20percent,China%20over%20the%20last%20decades.
20) Trading Economics. (2020, 08). https://tradingeconomics.com. Retrieved from https://tradingeconomics.com/guatemala/exports
21) World Atlas. (2020, 04 29). https://www.worldatlas.com. Retrieved from https://www.worldatlas.com/articles/top-coffee-producing-countries.html
22) World Fair Trade Organization. (2015, 1 1).
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
108933051
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108933051
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (作者) 周士偉zh_TW
dc.contributor.author (作者) Manuel Eduardo Guerra Jordanen_US
dc.creator (作者) 周士偉zh_TW
dc.creator (作者) Jordan, Manuel Eduardo Guerraen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-八月-2021 15:06:28 (UTC+8)-
dc.date.available 4-八月-2021 15:06:28 (UTC+8)-
dc.date.issued (上傳時間) 4-八月-2021 15:06:28 (UTC+8)-
dc.identifier (其他 識別碼) G0108933051en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136438-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 108933051zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents TABLE OF CONTENTS
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		zh_TW
dc.format.extent 3769801 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108933051en_US
dc.subject (關鍵詞) 咖啡zh_TW
dc.subject (關鍵詞) 中國zh_TW
dc.subject (關鍵詞) 咖啡豆zh_TW
dc.subject (關鍵詞) 公平貿易zh_TW
dc.subject (關鍵詞) 瓜地馬拉zh_TW
dc.subject (關鍵詞) 標籤zh_TW
dc.subject (關鍵詞) 精品咖啡zh_TW
dc.subject (關鍵詞) 台灣zh_TW
dc.subject (關鍵詞) Coffeeen_US
dc.subject (關鍵詞) Chinaen_US
dc.subject (關鍵詞) Coffee Beansen_US
dc.subject (關鍵詞) Fair-Tradeen_US
dc.subject (關鍵詞) Guatemalaen_US
dc.subject (關鍵詞) Labelen_US
dc.subject (關鍵詞) Specialty Coffeeen_US
dc.subject (關鍵詞) Taiwanen_US
dc.title (題名) 瓜地馬拉公平貿易咖啡在台灣與中國市場zh_TW
dc.title (題名) Guatemala`s Fair-Trade Coffee in the Taiwan and China Marketen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1) BBC. (2018, 04 04). www.bbc.com/. Retrieved from https://www.bbc.com/news/world-asia-pacific-13017877#:~:text=China%20is%20the%20world`s%20most%20populous%20country.&text=The%20People`s%20Republic%20of%20China,of%20China%20based%20on%20Taiwan.
2) Biz Latin Hub. (2020, 04 25). www.bizlatinhub.com. Retrieved from https://www.bizlatinhub.com/free-trade-agreements-guatemala/#:~:text=The%20free%20trade%20agreement%20between,Guatemala%20are%20sugar%20and%20coffee.
3) Direccion de Analisis Economico Ministerio de Economia Gobierno de Guatemala. (2020, 07 01). https://www.mineco.gob.gt/. Retrieved from https://www.mineco.gob.gt/sites/default/files/evaluacion_taiwan_2020.pdf
4) Fair Trade International. (2019, 5 19). LITERATURE REVIEW ON PUBLIC ATTITUDES TO FAIR TRADE AND ETHICAL CONSUMPTION.
5) Franke, H., Liu, J. T., Elman, B., Dull, J. L., Wilbur, C. M., Hsu, C.-y., . . . Lewis, J. W. (2021, 05 04). www.britannica.com/. Retrieved 05 9, 2021, from https://www.britannica.com/place/China/Economic-policies
6) Gomersall, K., & Yaolin Wang, M. (2012). Expansion of Fairtrade Products in Chinese Market. The University of Melbourne.
7) Human Rights Watch. (2021). www.hrw.org. Retrieved from https://www.hrw.org/world-report/2021/country-chapters/guatemala
8) Macrotrends LLC. (2021, 03 26). https://oec.world. Retrieved from https://oec.world/en/profile/country/gtm
9) Ministerio de Economia de Guatemala. (2018, 08 12). http://www.sice.oas.org. Retrieved from http://www.sice.oas.org/tpd/gtm_twn/Studies/Review_Aug_2018_GTM_TWN_s.pdf
10) Nations Online Project. (n.d.). https://www.nationsonline.org. Retrieved 05 08, 2021, from https://www.nationsonline.org/oneworld/china.htm
11) Observatory of Economic Complexity. (2020, 01 15). Retrieved from https://oec.world/en
12) Panhuysen, S. a. (2018). Coffee Barometer 2018.
13) Santander Trade. (2021, 04 01). Retrieved from https://santandertrade.com/en/portal/analyse-markets/taiwan/reaching-the-consumers
14) Santander Trade. (2021, 04 01). https://santandertrade.com. Retrieved from https://santandertrade.com/en/portal/analyse-markets/taiwan/reaching-the-consumers
15) Santander Trade. (2021, 04 01). https://santandertrade.com. Retrieved from https://santandertrade.com/en/portal/analyse-markets/china/reaching-the-consumers
16) Schneider, M. (2010, 08 24). www.crisisgroup.org. Retrieved from https://www.crisisgroup.org/es/latin-america-caribbean/central-america/guatemala/un-paraiso-para-la-delincuencia-y-la-impunidad
17) Singapore National Library. (2021, 01 26). https://www.eyeonasia.gov.sg. Retrieved from https://www.eyeonasia.gov.sg/china/know/overview-of-china/china-a-country-profile/
18) Singapore National Library. (2021, 04 01). www.eyeonasia.gov.sg. Retrieved from https://www.eyeonasia.gov.sg/china/know/overview-of-china/china-a-country-profile/
19) Statista. (2021, 03 01). www.statista.com/. Retrieved from https://www.statista.com/statistics/270162/urbanization-in-china/#:~:text=In%202019%2C%20about%2060.6%20percent,China%20over%20the%20last%20decades.
20) Trading Economics. (2020, 08). https://tradingeconomics.com. Retrieved from https://tradingeconomics.com/guatemala/exports
21) World Atlas. (2020, 04 29). https://www.worldatlas.com. Retrieved from https://www.worldatlas.com/articles/top-coffee-producing-countries.html
22) World Fair Trade Organization. (2015, 1 1).		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202100862en_US