本研究探討受測者對永續及台灣在地咖啡的瞭解程度，並檢視他們的咖啡知識及商品資訊的提供對其購買意願及願付價格的影響。研究結果顯示受測者對有機咖啡有較高的認識，蔭摘咖啡為最低。本研究以二元選擇法中的配對比較法建立受測者對4款咖啡的喜好勝率，進而估算出可接受的咖啡飲料價格。研究結果指出受測者願意付出高於一般咖啡30～86%的價格來購買永續咖啡及台灣在地咖啡飲料，但這4款咖啡飲料的願付價格與購買意願間並無相關。此外受測者的咖啡知識並不影響他們對咖啡飲料的願付價格與消費意願’但在購買前的商品資訊告知卻可以有效地提高受測者對商品的消費行為。

This study examined participants' cognition towards sustainable and Taiwan local-grown coffees; the influence of their knowledges and the provision of product information on thier purchase intention and willingness to pay towards these coffees were also investigated. It was found that participants had low level of understandings in sustainable and the local coffees. To estimate their WTPs, the pair comparison method, a dichotomous choice method, was successfully adopted in obtaining WTP of the coffee products. The participants were willing to pay 30〜86% premium price of a regular 12 oz cafe latte for the ones made from sustainable and Taiwan local-grown coffees. However, the results indicated that there was no relationship between the purchase intention and WTP among these coffees. It also revealed that, the provision of coffee information effectively increased participants' WTP and intention of purchase toward the cafe latte made from sustainable and Taiwan local coffees, even though no relationship was found between participant’s cognition and WTP of these coffees. Managerial implications were suggested to promote sustainable and Taiwan local-grown coffees.