隨著時代更迭，消費的目的和方式也有不一樣的想法和聲音。晚近興起倫理消費的概念便衝擊了現代的很多產業，特別是產業供應鏈中利潤分配公平性的議題。觀照產業實務，星巴克咖啡所推出的公平交易咖啡，即為呼應消費者對咖啡農權益的關心。 本研究主要目的在於探討消費倫理是否真正影響消費者的行為。透過整合Rest (1986) 與Jones (1991) 的倫理決策模型，及Ajzen (1985) 的計畫行為理論，建立本研究架構之理論基礎，並以星巴克咖啡之公平交易咖啡為研究標的，探討台灣地區大學生的消費行為。實證結果攝示，消費者本身對公平交易產品的態度、重要他人對公平交易產品消費行為的態度對消費者所形成之主觀規範，以及消費者對於公平交易產品消費之知覺行為控制程度，均對大學生公平交易產品之購買行為具有顯著的鑑別能力。

With the evolution of the environment, there is a diversity of viewpoints regarding the purposes and methods of consumption. The recently emerging concept of ethical consumption impacts most modern industries, in particular in relation to the justness of distributed profit within the supply chain. In industrial practices, and in order to respond to the concerns of consumers toward coffee producers, Starbucks has launched a new product - Fair Trade Coffee. This study aims to explore whether consumers' ethics influences their consumption behavior. The research framework has been constructed by integrating the ethical decision models proposed by Rest (1986) and Jones (1991) and the theory of planned behavior proposed by Ajzen (1985). We se1ected the Fair Trade Coffee sold by Starbucks as our targeted product, and investigated the consumption behavior of university students in Taiwan. The empirical results show that three factors, namely, the consumers’ attitudes toward fair trade goods, the subjective norm derived from the attitude of other important people toward the consumption of fair trade goods, and the level of perceived behavioral control in relation to the consumption of fair trade goods could be used to predict the ethical consumption behavior of university students in Taiwan.