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Since the 1990s many governments around the world have been encouraging their people to participate in green or low carbon living. With the background of rising consumer awareness in environmental protection, green consumption, and green marketing are receiving growing attention from consumers and enterprises. Therefore, the purpose of this paper is to identify the goals and values of 60 Taiwanese consumers in a low-carbon diet. This study uses the theory of Mean-end chain as basis, applyingdoi:10.3390/admsci4020105 fatcat:pagkt5r54rah7iwhfoitkj2bae