AUTHORS: Yi-Hui Chiang, Pei-Ying Wu

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ABSTRACT: With the support of Taipei’s mayor and city hall, Fair Trade Taipei hopes to become an example to the rest of the Chinese-speaking world. However, the perception of FT consumption is new to most consumers in Taiwan. What are the determinants on FT consumption? And are there any relationships among these existing determinants and satisfaction? The purpose of this paper is to propose a Partial Least Squares (PLS) path model for determinants of and derived satisfaction on FT consumption experience from the perspectives of teachers and students at C University in Taiwan. According to the study results, perception recognition, product value and product label are the direct determinants on satisfaction with FT consumption experience; while product recommendation and external influences both play stimulator and bridging roles. The results provide reference to producers, distributors, consumers and the related authorities and parties

KEYWORDS: - Satisfaction, Fair Trade (FT), Partial Least Squares (PLS), Taiwan

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WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 15, 2018, Art. #50, pp. 495-504


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