近年在綠色的潮流下，社會大眾有了綠色消費的概念，企業也開始打出永續經營的口號，綠色商品和綠色行銷的概念也應運而生。故本研究以綠色行銷為主軸，探討消費者環境態度對消費者綠色咖啡館的購買意願，並以利他價值觀進行干擾之運作過程。本研究以判斷抽樣方法針對咖啡族群做問卷調查，共發出600份，有效樣本為577份。並以敘述性統計分析出人口變數、使用單因子變異數分析探討不同人口背景對綠色行銷、環境態度、購買意願、利他價值觀的差異分析，再以複迴歸分析探究綠色行銷對消費者環境態度之影響、探討利他價值觀會干擾綠色行銷對消費者環境態度的影響進行分析。經由實證分析得出：(一)不同人口背景變項在綠色行銷、消費者環境態度、消費者綠色咖啡館之購買意願、消費者利他價值觀上並無顯著影響；而不同環保參與上有對消費者購買意願以及利他價值觀上有顯著正向影響。(二)綠色行銷對消費者自然界平衡以及成長的限制環境態度有顯著正向影響，但對人類為優先環境態度沒有顯著影響。(三)綠色行銷對消費者環境態度有顯著正向影響。(四)綠色行銷以消費者利他價值觀為干擾對消費者自然界平衡以及成長的限制環境態度有顯著正向影響，但對人類為優先環境態度沒有顯著影響。(五)消費者自然界平衡以及成長的限制環境態度對購買意願有顯著正向影響，但人類為優先環境態度對其購買意願沒有顯著影響。(六)消費者環境態度對消費者購買意願有顯著正向影響。 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.
