本研究以台灣消費運動發展最具代表性消費組織—主婦聯盟生活消費合作社的消費行動者進行深度訪談研究，提出台灣倫理消費運動行動者的五種概念化類型，包括：理念型行動者、合作消費型行動者、教育型行動者、新理念型 行動者及樁腳型行動者，以探究其日常生活的消費行動中具有世代差異的動機、價值認同與抵抗的經驗。這群以女性為主的行動者，在日常消費行動中所展現價值認同如下：獲得自我覺察與賦權的勇氣、彰顯女性參與消費公共事務及台灣消費運動透過世代接力實踐倫理消費行動的力量。 

This paper intends to profile the ethical consumerism activists in Taiwan and examine their actions, value identity, and resistant experience in everyday life consumption. All the findings of this study will contribute to the conceptualizing and theorizing of Taiwanese ethical consumerism.
The empirical findings derived from quantitative interview analysis looked into the activists of the main ethical consumer movement’s organization in Taiwan, namely the Homemakers Union of Consumers Co-op. (HUCC). In this study, ethical consumer activists from different generations were classified into 5 types, named “the idealistic activist”, “the co-op consumer activist”, “the heuristic activist”, “the young idealistic activist”, and “the insider activist”. The challenges that mostly female ethical consumer activists meet in everyday life implies them, “gaining self-awareness and empowerment”, “being a housewife walking into the public sphere”, and “relaying to ethical consumerism of the HUCC from generation to generation”.