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題名 國際公平貿易組織與銷售商之研究--生態綠與繭裹子的案例分析
Study on International Fair Trade Organization and Distributors --ÖKOGREEN and Twine Company as Analyzed Objects
作者 林芳淳
Lin, Fang Chuen
貢獻者 江明修
Jiang, Ming Shiou
林芳淳
Lin, Fang Chuen
關鍵詞 公平貿易
社會運動
國際非政府組織
社會企業
倫理消費
倫理採購
Fair Trade
Social Movenment
International Non-Governmental Organization
Social Enterprise
Ethical Consumption
Ethical Sourcing
日期 2012
上傳時間 1-Oct-2013 11:54:33 (UTC+8)
摘要 公平貿易是一個有組織的社會運動，起源於歐美地區，公平貿易運動的參與者向南半球貧窮的生產者或生產者組織購買產品並直接賣給北半球的消費者，他們幫助第三世界國家 的生產者能夠過著經濟自給自足的生活，免於被中介商的剝削。在公平貿易系統中，有各式的參與者，他們扮演供應鏈上的不同角色與從事不同性質的公平貿易銷售或推廣活動，本文的研究案例為受國際公平貿易認證的銷售商，以深入訪談的方式，希望了解台灣公平貿易銷售商的經營情形，研究結果發現他們是以社會企業的形式作推廣，公平貿易標誌是與環保、有機概念相結合，吸引了銷售商或是消費者的注意，且認證組織的不同也會影響其推廣活動，而消費者對公平貿易普遍的不認知、通路不足、銷售商們較為分散的的推廣活動為目前要努力的方向，期許藉由公平貿易概念的認知、擴散與普及，進而達到台灣某城鎮可以受認證成為公平貿易城鎮的目標，這也是歐美地區目前的主要的推廣活動。
Fair Trade is an organized movement originated from Europe. The participants buy products from the poor producers or producer groups in Southern Earth and sell them directly to consumers in Northern Earth. They goal is to help marginalized people in the third world live a self-sufficient life and avoid the exploit of the middle sellers.
In today’s Fair Trade network, there are fair trade organizations playing different roles on the fair trade supply chains, and they also engage in different fair trade business and promoting activities. This paper analyzes two Taiwan distributors certified by international fair trade organizations, and the results show that: 1. Both their business type is similar to social enterprise. 2. Fair trade logo is also representing green and organic. The challenges are: 1. Fair trade concept is not widely-known by everyone. 2. The distribution channels of fair trade products in Taiwan are still not enough. 3. The fair trade sellers do promoting activities separately. Finally, this paper suggests several ways that the government can support fair trade distributors.
參考文獻 中文部分
文章與專書
1. 力永強 (2008)。台灣民眾對於公平貿易咖啡產品之購買意願。國立中興大學行銷學系碩士論文，台中。
2. 白湘銀 (2009)。探討公平貿易發展與實踐:以咖啡產業為例。東吳大學政治學系碩士論文，台北。
3. 姚春如 (2008)。公平貿易運動:制度演化的觀點。國立中正大學政治學系碩士論文，嘉義。
4. 陳向明 (2002)。社會科學質的研究。台北: 五南。
5. 許哲豪 (2010)。非政府組織架構下的公平貿易運動-以公平貿易咖啡為例。淡江大學歐洲研究所碩士論文，台北。
6. 褚慧茹 (2012)。探討消費者之樂活程度與綠色消費之關係-以公平貿易咖啡為例。聖約翰科技大學企業管理系碩士論文，台北。
7. 溫佳芸 (2011)。公平正義與商品消費--臺灣公平貿易咖啡的救贖與限制。國立臺灣大學地理環境資源學研究所碩士論文，台北。
8. 楊君琦與郭欣怡 (2011)。社會企業組織型態與經營類型之初探。輔仁管理評論 (社會企業專刊)，18 (1)，53-78。
9. 楊銘賢、吳濟聰、蘇哲仁與高慈薏 (2009)。社會企業經營模式之建構。創業管理研究，4 (4)，57-83。
10. 簡春安與鄒平儀 (2004)。社會工作研究法。高雄:復文圖書。
11. 賴譽 (2012)。影響大學生選喝公平貿易咖啡之因素。國立中山大學公共事務管理研究所碩士論文，高雄。
12. 蕭君華 (2010)。台灣「公平貿易」商品購買意願架構之研究－探討消費者倫理、網路資訊、及信任的角色。國立交通大學經營管理學研究所博士論文，新竹。

網路資源
1. Pinkoi。網站，2013年4月10號，取自: http://www.pinkoi.com/store/twine
2. PChome商店街。網站，2013年5月10號，取自: http://www.pcstore.com.tw/okogreen/
3. 公平貿易協會。網站，2013年4月4號，取自: http://goodgreen.tw/fta/
4. 好樣綠。網站，2013年4月4號，取自: http://goodgreen.tw/
5. 生態綠。網站，2013年4月4號，取自: http://www.okogreen.com.tw/
6. 生態綠臉書。網站，2013年5月4號，取自: https://www.facebook.com/okogreen
7. 張玉梅 (2013)。生態綠_綠色消費的力量，2013年5月14號，取自: http://www.e-info.org.tw/node/1079
8. 城市藝術咖啡 (2008)。關於公平交易咖啡的推廣，宣告如下，2013年4月14號，取自:
http://tw.myblog.yahoo.com/cityart-coffee/article?mid=3118&prev=-1&next=3076
9. 繭裹子。網站，2013年4月4號，取自: http://www.twinestudio.net/
10. 繭裹子部落格。網站，2013年4月4號，取自: https://www.facebook.com/twinestudio

英文部分
Articles& Books
1. Anne Tallontire (2001). Challenges facing Fair Trade: which way now? DSA conference 2001:Different Poverties, Different Policies, Manchester.
2. Berndt, C. E. H. (2007). Does Fair Trade Coffee Help the Poor? Evidence from Costa Rica and Guatemala. Mercatus Center, George Mason University, Fairfax, Virginia, June.
3. Benjamin, H and Jacques, D. (2008). Are fair trade organizations necessarily social enterprises? Social Enterprise Journal, 4 (3), 186-201
4. Doherty, B. and Tranchell, S. (2007). Radical mainstreaming of fairtrade: the case of The Day Chocolate Company. Equal Opportunities International, 26 (7), 693-711.
5. Gendron, C. (2004). Un nouveau mouvement socio-e´conomique au coeur d’une autre mondialisation: le commerce e´quitable. Chaire de Recherche en De´veloppement des Collectivite´s (Universite´ du Que´bec en Outaouais), Ottawa.
6. Hughes, A. (2005). Corporate Strategy and the Management of Ethical Trade: The Case of the UK Food and Clothing Retailers. Environment and Planning A, 37, 1145–1163.
7. Jones, P., D. Comfort and D. Hillier (2003). Developing Customer Relationships Through Fair Trade: A Case Study from the Retail Market in the UK. Management Research News, 27 (3), 77–87.
8. Low, W. and E. Davenport (2005). Has the Medium (Roast) Become the Message? The Ethics of Marketing Fair Trade in the Mainstream, International Marketing Review, 22, 494–511.
9. Moore, G. (2004). The fair trade movement: parameters, issues and future research. Journal of Business Ethics, 53(1), 73-86.
10. Nicholls, A. and Opal, C. (2005). Fair Trade: Market-driven Ethical Consumption. London: Sage.
11. Nyssens, M. (Ed.) (2006). Social Enterprise: At the Crossroads of Market, Public Policies and Civil Society. London: Routledge.
12. Poos, S. (2008). Le commerce e´quitable en 2008. Fair Trade Centre – Coope´ration Technique Belge, Bruxelles.
13. Pierre, K. (2007). The Economics of Fair Trade Coffee: For Whose Benefit? An Investigation into the Limits of Fair Trade as a Development Tool and the Risk of Clean-washing. HEI Working Paper No. 06/2007, Graduate School of International Studies, Geneva.
14. Renard, M.-C. (2003) . Fair Trade: Quality, Market and Conventions. Journal of Rural Studies, 19(1), 87–96.
15. Robins, N., Roberts, S. and Abbot, J. (1999) Who Benefits? A social assessment of environmentally-driven trade. International Institute for Environment and Development, London.
16. Sushil, M. (2009). Fair Trade and Corporate Social Responsibiity. Economic Affairs, 29 (4), 22–28.
17. Vale´ry, B. and Sam, B. (2009). Fair Trade Managerial Practices: Strategy, Organisation and Engagement. Journal of Business Ethics, 90, 95–113.
18. Zadek, Simon and Gatward, Murdoch. (1995). Transforming the Transnationals in Edwards, M. and Hulme, D. (1995) Non-Governmental Organisations -Performance and Accountability. Beyond the Magic Bullet, London: Earthscan.

Online sources
1. DAWS (2010). Fairtrade Facts: A Success story for Producers and Consumers. Retrieved April 5, 2013, from http://www.european-fair-trade-association.org/efta/Doc/FT-E-2010.pdf
2. Fairtrade Foundation. [Website]. Retrieved April 3, 2013, from
http://www.fairtrade.net
3. Fairtrade Foundation (2009). An Evaluation of Impact of the European Fairtrade Towns Movement. Retrieved June 13, 2013, from http://www.fairtrade.org.uk/includes/documents/cm_docs/2009/f/ftowns_ltaplin.pdf
4. Fairtrade Foundation (2012). Fairtrade and coffee. Retrieved April 3, 2013, from http://www.fairtrade.org.uk/includes/documents/cm_docs/2012/F/FT_Coffee_Report_May2012.pdf
5. Fair Trade Advocacy Office. [Website]. Retrieved April 3, 2013, from http://www.fairtrade-advocacy.org/
6. Fair Trade USA. [Website]. Retrieved June 13, 2013, from http://www.fairtradeusa.org/
7. FLO. [Website]. Retrieved March 3, 2013, from http://www.fairtrade.net/
8. FL0 (2012). Monitoring the scope and benefits of Fairtrade. Retrieved April 3, 2013, from http://www.fairtrade.net/fileadmin/user_upload/content/2009/resources/2012-Monitoring_report_web.pdf
9. FLO-CERT. [Website]. Retrieved April 3, 2013, from http://www.flo-cert.net/flo-cert/
10. FINE (2006). Business Unusual, Fair Trade Advocacy Office, Brussels. Retrieved March 5, 2013, from http://www.fairtrade-advocacy.org
11. International Coffee Organization. [Website]. Retrieved May 3, 2013, from http://www.ico.org/prices/pr.htm
12. The Cooperative College (2011). Making Connections: The Co-operative Guide for Fairtrade Towns. Retrieved June 5, 2013, from http://www.co-operative.coop/RevolutionFiles/fairtrade2013/images/Fair%20Trade%20Brochure%20FINAL.PDF
13. TransFair & Max Havelaar Foundation (2012). Fairtrade Imapct Study. Retrieved April 3, 2013, from http://www.fairtrade-deutschland.de/fileadmin/user_upload/ueber_fairtrade/fairtrade_wirkt/2012_12_12_Final_Report_Fairtrade-Impact-Study.pdf
14. WFTO. [Website]. Retrieved March 3, 2013, from http://www.wfto.com/
描述 碩士
國立政治大學
公共行政研究所
99256030
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0992560301
資料類型 thesis
dc.contributor.advisor 江明修zh_TW
dc.contributor.advisor Jiang, Ming Shiouen_US
dc.contributor.author (Authors) 林芳淳zh_TW
dc.contributor.author (Authors) Lin, Fang Chuenen_US
dc.creator (作者) 林芳淳zh_TW
dc.creator (作者) Lin, Fang Chuenen_US
dc.date (日期) 2012en_US
dc.date.accessioned 1-Oct-2013 11:54:33 (UTC+8)-
dc.date.available 1-Oct-2013 11:54:33 (UTC+8)-
dc.date.issued (上傳時間) 1-Oct-2013 11:54:33 (UTC+8)-
dc.identifier (Other Identifiers) G0992560301en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/61176-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 公共行政研究所zh_TW
dc.description (描述) 99256030zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 公平貿易是一個有組織的社會運動，起源於歐美地區，公平貿易運動的參與者向南半球貧窮的生產者或生產者組織購買產品並直接賣給北半球的消費者，他們幫助第三世界國家 的生產者能夠過著經濟自給自足的生活，免於被中介商的剝削。在公平貿易系統中，有各式的參與者，他們扮演供應鏈上的不同角色與從事不同性質的公平貿易銷售或推廣活動，本文的研究案例為受國際公平貿易認證的銷售商，以深入訪談的方式，希望了解台灣公平貿易銷售商的經營情形，研究結果發現他們是以社會企業的形式作推廣，公平貿易標誌是與環保、有機概念相結合，吸引了銷售商或是消費者的注意，且認證組織的不同也會影響其推廣活動，而消費者對公平貿易普遍的不認知、通路不足、銷售商們較為分散的的推廣活動為目前要努力的方向，期許藉由公平貿易概念的認知、擴散與普及，進而達到台灣某城鎮可以受認證成為公平貿易城鎮的目標，這也是歐美地區目前的主要的推廣活動。zh_TW
dc.description.abstract (摘要) Fair Trade is an organized movement originated from Europe. The participants buy products from the poor producers or producer groups in Southern Earth and sell them directly to consumers in Northern Earth. They goal is to help marginalized people in the third world live a self-sufficient life and avoid the exploit of the middle sellers.
In today’s Fair Trade network, there are fair trade organizations playing different roles on the fair trade supply chains, and they also engage in different fair trade business and promoting activities. This paper analyzes two Taiwan distributors certified by international fair trade organizations, and the results show that: 1. Both their business type is similar to social enterprise. 2. Fair trade logo is also representing green and organic. The challenges are: 1. Fair trade concept is not widely-known by everyone. 2. The distribution channels of fair trade products in Taiwan are still not enough. 3. The fair trade sellers do promoting activities separately. Finally, this paper suggests several ways that the government can support fair trade distributors.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究目的與問題 3
第三節 台灣公平貿易市場概況 5
第四節 研究限制 7
第二章 文獻回顧 8
第一節 公平貿易運動概述 8
第二節 國際公平貿易組織的影響 19
第三節 台灣公平貿易的研究 36
第三章 研究設計 40
第一節 研究方法與範圍 40
第二節 研究對象 44
第三節 研究架構 56
第四節 研究流程 63
第四章 研究分析 65
第一節 公平貿易銷售商的經營情形 65
第二節 小結 106
第五章 結論與建議 111
第一節 研究結論 111
第二節 研究建議 119
參考資料 126
附錄一、訪談提綱 133
附錄二、FLO國際2012年財務報告 135
附錄三、WFTO2012年財務報告 137
附錄四、繭裹子2013年財務報告 139		zh_TW
dc.format.extent 2281724 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0992560301en_US
dc.subject (關鍵詞) 公平貿易zh_TW
dc.subject (關鍵詞) 社會運動zh_TW
dc.subject (關鍵詞) 國際非政府組織zh_TW
dc.subject (關鍵詞) 社會企業zh_TW
dc.subject (關鍵詞) 倫理消費zh_TW
dc.subject (關鍵詞) 倫理採購zh_TW
dc.subject (關鍵詞) Fair Tradeen_US
dc.subject (關鍵詞) Social Movenmenten_US
dc.subject (關鍵詞) International Non-Governmental Organizationen_US
dc.subject (關鍵詞) Social Enterpriseen_US
dc.subject (關鍵詞) Ethical Consumptionen_US
dc.subject (關鍵詞) Ethical Sourcingen_US
dc.title (題名) 國際公平貿易組織與銷售商之研究--生態綠與繭裹子的案例分析zh_TW
dc.title (題名) Study on International Fair Trade Organization and Distributors --ÖKOGREEN and Twine Company as Analyzed Objectsen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分
文章與專書
1. 力永強 (2008)。台灣民眾對於公平貿易咖啡產品之購買意願。國立中興大學行銷學系碩士論文，台中。
2. 白湘銀 (2009)。探討公平貿易發展與實踐:以咖啡產業為例。東吳大學政治學系碩士論文，台北。
3. 姚春如 (2008)。公平貿易運動:制度演化的觀點。國立中正大學政治學系碩士論文，嘉義。
4. 陳向明 (2002)。社會科學質的研究。台北: 五南。
5. 許哲豪 (2010)。非政府組織架構下的公平貿易運動-以公平貿易咖啡為例。淡江大學歐洲研究所碩士論文，台北。
6. 褚慧茹 (2012)。探討消費者之樂活程度與綠色消費之關係-以公平貿易咖啡為例。聖約翰科技大學企業管理系碩士論文，台北。
7. 溫佳芸 (2011)。公平正義與商品消費--臺灣公平貿易咖啡的救贖與限制。國立臺灣大學地理環境資源學研究所碩士論文，台北。
8. 楊君琦與郭欣怡 (2011)。社會企業組織型態與經營類型之初探。輔仁管理評論 (社會企業專刊)，18 (1)，53-78。
9. 楊銘賢、吳濟聰、蘇哲仁與高慈薏 (2009)。社會企業經營模式之建構。創業管理研究，4 (4)，57-83。
10. 簡春安與鄒平儀 (2004)。社會工作研究法。高雄:復文圖書。
11. 賴譽 (2012)。影響大學生選喝公平貿易咖啡之因素。國立中山大學公共事務管理研究所碩士論文，高雄。
12. 蕭君華 (2010)。台灣「公平貿易」商品購買意願架構之研究－探討消費者倫理、網路資訊、及信任的角色。國立交通大學經營管理學研究所博士論文，新竹。

網路資源
1. Pinkoi。網站，2013年4月10號，取自: http://www.pinkoi.com/store/twine
2. PChome商店街。網站，2013年5月10號，取自: http://www.pcstore.com.tw/okogreen/
3. 公平貿易協會。網站，2013年4月4號，取自: http://goodgreen.tw/fta/
4. 好樣綠。網站，2013年4月4號，取自: http://goodgreen.tw/
5. 生態綠。網站，2013年4月4號，取自: http://www.okogreen.com.tw/
6. 生態綠臉書。網站，2013年5月4號，取自: https://www.facebook.com/okogreen
7. 張玉梅 (2013)。生態綠_綠色消費的力量，2013年5月14號，取自: http://www.e-info.org.tw/node/1079
8. 城市藝術咖啡 (2008)。關於公平交易咖啡的推廣，宣告如下，2013年4月14號，取自:
http://tw.myblog.yahoo.com/cityart-coffee/article?mid=3118&prev=-1&next=3076
9. 繭裹子。網站，2013年4月4號，取自: http://www.twinestudio.net/
10. 繭裹子部落格。網站，2013年4月4號，取自: https://www.facebook.com/twinestudio

英文部分
Articles& Books
1. Anne Tallontire (2001). Challenges facing Fair Trade: which way now? DSA conference 2001:Different Poverties, Different Policies, Manchester.
2. Berndt, C. E. H. (2007). Does Fair Trade Coffee Help the Poor? Evidence from Costa Rica and Guatemala. Mercatus Center, George Mason University, Fairfax, Virginia, June.
3. Benjamin, H and Jacques, D. (2008). Are fair trade organizations necessarily social enterprises? Social Enterprise Journal, 4 (3), 186-201
4. Doherty, B. and Tranchell, S. (2007). Radical mainstreaming of fairtrade: the case of The Day Chocolate Company. Equal Opportunities International, 26 (7), 693-711.
5. Gendron, C. (2004). Un nouveau mouvement socio-e´conomique au coeur d’une autre mondialisation: le commerce e´quitable. Chaire de Recherche en De´veloppement des Collectivite´s (Universite´ du Que´bec en Outaouais), Ottawa.
6. Hughes, A. (2005). Corporate Strategy and the Management of Ethical Trade: The Case of the UK Food and Clothing Retailers. Environment and Planning A, 37, 1145–1163.
7. Jones, P., D. Comfort and D. Hillier (2003). Developing Customer Relationships Through Fair Trade: A Case Study from the Retail Market in the UK. Management Research News, 27 (3), 77–87.
8. Low, W. and E. Davenport (2005). Has the Medium (Roast) Become the Message? The Ethics of Marketing Fair Trade in the Mainstream, International Marketing Review, 22, 494–511.
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