在全球化的時代，「自由貿易」無疑是最被熟知且接納的制度邏輯，晚近以來「公平貿易」也逐漸成為新崛起的市場交易邏輯。然而，在公平貿易邏輯尚未被大眾熟悉前，其新創事業如何異軍突起？本研究透過組織的正當性觀點，探討新興制度邏輯下的新創公司如何能存活並進而持續成長。實徵上，本研究分析2006～2012年間，在社會大眾對公平貿易邏輯感到陌生的不利情況下，台灣第一家取得公平貿易咖啡認證的生態綠股份有限公司，如何透過創業行動與實務作為，打造自身正當性，度過創業維艱時期。研究結果發現，該新創公司參照新興的公平貿易邏輯，創造出新的實務作為，使公平貿易的意義具象化；另一方面，新事業仍受制於咖啡產業的既有邏輯，故他們服從既有的咖啡產業邏輯，但也不忘適時地操弄改變其規範。本研究歸納出新創事業家之正當化策略的實務作為，並強調「語言」扮演重要的輔助角色。透過本研究案例分析，可做為未來新創事業開創者的參考。

Free trade is the most well-known institutional logic in the globalized world. However, fair trade has recently emerged as a new logic for business. Although the market has been dominated by free-trade logic, how fair-trade businesses thrive must be analyzed. Based on an organizational legitimacy perspective, this study explored how a new venture survives and grows when stakeholders are unfamiliar with new institutional logics. This study empirically analyzed the legitimation process as demonstrated by the first fair-trade coffee business startup in Taiwan during 2006-2012. This study showed that the start-up initiated entrepreneurial practices to signify fairtrade logic. However, concerning the legitimacy of a coffee seller, some of the practices adopted by the startup complied with extant coffee industry logics. This study discovered that the startup manipulated coffee industry logics to accord with fair-trade logics. This study identified 4 legitimation strategies practiced by the startup to emphasize the value of rhetoric in practicing legitimation strategies.