of Statistic of PRC (NBS), middle class refers to those with annual household income of 60,000 yuan (USD 7,230) to 500,000 yuan (USD 60,240). This group of people has stable income, can afford private-owned houses and cars, and have extra money to spend on beauty goods, holiday and education. They have higher expectations than other consumer groups and pursue a life with “style and taste”. Ge
milk without steamer.
Hypothesis
“The reason why people go to café will not taste and quality of coffee”
-People will go to café for cultural life or atmosphere of café.
-Consumers will be skeptical about initial and maintain cost.
“Dolce Gusto is inconvenient”
-Extract separately steam milk and coffee.
-They should measure the amount of water.
of Products”, 2004, experience goods, search goods and trust goods have different factors related to purchasers’ perception. Based on these theories, this study is conducted to figure out how different purchasing behavior is in cyber space compared to real life.
It is well known that “Second Life” (a 3-D virtual-reality program) has been used as an attractive marketing measurement for m
of freedom such as the right to get various kinds of foods or usage of economic resources.
Movement of economic resources is occurred from lower income group to higher income group
Rawls
Equitable / Not Equitable
Rawls argued that ensuring the basic level of resources is an essential factor for liberty
‘Food' means the minimum condition to live an ordinary life
Rawls emphasized
of green building appeared. One of these alternatives, green building certification was actively developed and carried out in each countries.
The United States established US Green Building Council (USGBC) in 1993 for pursuing the sustainability of buildings and construction industry, designed buildings and communities that can give environment improving quality oflife and presented LEED (Lead