Impact Of Globalization On Coffee Trade

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Chapter 1. Introduction
1.1 Research Background
Globalization is an important contemporary phenomenon and it is difficult to avoid the trend. Its development as well as make people recognize each other's lives in an interdependent global village. Therefore, globalization encourages people to care about many global equity issues such as peace, justice, environmental protection. Like many phenomena, there are both sides of pros and cons in globalization. Globalization can create new opportunities for the expansion of international trade, and enhance global commodity circulation and improve cultural exchange (Krier, 2001). It is beneficial to the development of integration with the global economy. Emphasizing efficiency in terms of globalization
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The movement particularly emphasizes on exports from developing countries to developed countries, with products such as handicrafts, coffee, cocoa, sugar, tea, bananas, honey, cotton, wine, fresh fruit, chocolate, flowers and gold. Moreover, coffee is one of the most widely traded goods in the world. For many developing countries, coffee trade is an important source of income. Producers can provide a better trading and improve terms of trade. Moreover, this allows producers to improve workers’ living environment and future life in general (De Pelsmacker, Driessen and Rayp, 2005).

Coffee market in Taiwan is also important. Since 1998, Starbucks enter the Taiwan coffee market, more people have adapted the habit of drinking coffee (De Pelsmacker, Driessen and Rayp, 2005). Taiwanese consumers have more opportunities to face different types of coffee options. Consumers usually have positive attitudes for ethically made products. Most of consumer would be willing to pay a higher price for fair trade coffee, but they care more about the brand, label, and taste of the coffee
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In the late 1940s the initial fair trade movement began in the United States. During that period Fair trade was often regarded as a political gesture to neo-imperialism. The slogan 'Trade not Aid' at the time, obtain international recognition. In addition, it adopted the United Nations Conference on Trade and Development (UNCTAD) to focus on the establishment of fair trade relations with the developing countries (Littrell and Dickson, 1999; MORI, 2000). At the same time Fair Trade in Europe started from the late 1950s. British Non-Governmental Organizations (NGO) name Oxfam gradually to sell some crafts by Chinese refugees made in Oxfam stores (Littrell and Dickson, 1999; MORI, 2000). And then in 1964 it created the first fair trade organizations. Moreover, Dutch third world groups also began to sell cane sugar and this produces with the message 'by buying cane sugar you give people in poor countries a place in the sun of prosperity' (Littrell and Dickson, 1999; MORI,

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