倫理消費觀念是一種新的概念，強調的不僅是過去提倡的環保永續觀念，更擴大範圍在社會的公平正義層面，而倫理消費的重點，就是要恢復交易機制的人性管理與控制，鼓勵消費者以更清晰，更帶有批判性的角度來檢視生產與交易的過程；本研究有助於企業了解消費者在社會責任中所重視的關鍵因素，本研究以訪談的方式獲知長期飲用咖啡經驗者(以星巴克為例)對倫理消費準則的想法，並利用決策實驗室分析法(DEMATEL)建構準則與構面之間相互影響程度的網絡關係圖，結合網路程序分析法(ANP)進行權重之計算，最後運用折衷排序法(VIKOR)以績效評估來探討消費者對倫理消費的滿意程度；將訪談結果，以DEMATEL作分析，其優先改善順序排列為「勞動與人權」→「產品永續」→「環境保育」→「政治活動(社會責任)」。滿意度的總績效平均值為6.759(最佳水準為10)；總平均差距為0.324，其數據顯示目前消費者所重視的倫理消費的各項要素中，可作為企業政策的改善參考。
Ethical consumer attitudes is a new concept, the emphasis is not only the past to promote the concept of sustainable development and environmental protection, but also expanded the range of the level of social justice, and ethical consumer focus is to restore human management and control trading mechanism, to encourage con-sumption those with sharper, more critical point of view and having to view the pro-duction process the transaction; this study will help companies understand the critical factor in consumer social responsibility in the importance of this study, the question-naire informed on long-term drinking coffee experience (in Starbucks, for example) the idea of ethical consumption guidelines and laboratory use decision analysis method (DEMATEL) construct the degree of interaction with the dimensions of a network diagram, and using ANP analysis weights. Finally, using VIKOR to calcu-lated as consumer of satisfaction with the performance. Based on the analysis of consumer interviews, it is suggested ethical consumption improvement should be made in the following order : “Labor and human rights” then “Sustainable Products” and “Environmental conservation” and “Political activities (CSR)”. Overall perfor-mance with an average of 6.759 (desired level of 10), the total average gap of 0.324. It shows
