The concept of Conjoint Choice, a process of decision making which influenced by their surroundings, is brought to Social Enterprise implementation. Social Enterprise is focus on developing a systemic problem solving and improvement in social problem and social welfare system, rather than just profit oriented goal. However, still Social Enterprise need financial support for their sustainability, therefore at least their operational cost can be covered by the sales. Recently, there are a lot of organization in Taiwan stated that they are social enterprise type of business. Therefore, the subject and object are Taiwanese organization and participants. There are 251 Taiwanese participants in this study then analyzed as below measurement.
Conjoint choice activation as the independent variable, altruistic value as the mediator, belief in Karma and Social Enterprise as the moderator. Experimental design is conducted with 2 (choice activation: neutral vs. conjoint choice) × 2 (Organization Type: for-profit vs. social enterprise) × 2 (karma: belief vs. no belief in Karma). The result shows that there is no mediation effect in this model, belief in Karma is also not a moderator. However, conjoint choice activation and Organization Type’s role are influencing purchase intention and attitude toward the organization.

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