| Summary: | 碩士 === 淡江大學 === 未來學研究所碩士班 === 98 === Abstract:
The purpose of this study is green marketing, the study investigates how consumers’ environmental attitudes affect their willingness to buy the green coffee, and it uses altruistic values to interfere with the operation process. The study had collected 600 samples of questionnaire, the valuable samples are 577. The mythologies are included: (1) To analyze the demographic background variables by descriptive statistical analysis. (2) To investigate the variables by ANOVA analysis. (3) To analyze the how altruistic values to interfere with the relation between green marketing and customers’ environmental attitudes by multiple regression analysis. (4) To analyze the future of green marketing by scenarios. The result indicates that: (1) The green marketing customers’ environmental attitudes, green coffee customers’ purchase intention and altruistic values are no significant effect on different demographic background variables. (2) The altruistic values to interfere with the relation between green marketing and customers’ environmental are significant effect. (3) The green marketing and consumers’ environmental attitudes are significant effect. (4) The altruistic values to interfere with the relation between green marketing, balance of nature and limits to growth are significant effect.(5) The consumers’ purchase intention, balance of nature and limits to growth are significant effect.(6) The consumers’ environmental attitudes and consumers’ purchase intention are significant effect.
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