品牌理念、商品材質及商品售價對消費者購買永續時尚商品意願之影響

The impact of brand philosophy, materials and prices on consumers' motivation

江彥妏 ； 簡聿劭

《圖文傳播藝術學報》 2023 (2023/04) Pp. 24-35

摘要

本研究將以探討時尚產業的永續經營現況以及如何改善不足的缺失為目的，以永續時尚產品之品牌理念、商品材料、商品訂價對消費者的購買意向之影響為核心，以問卷調查法探討消費者對永續時尚產品之品牌理念、產品材料、產品定價的想法。根據研究結果顯示，上述提到之三大構面對消費者之購買意向皆有顯著影響，而數據顯示消費者最在意商品的材料選擇是否為可持續性材料，並且普遍認為目前市面上之永續時尚產品售價過高，但在未來仍有相當高的意願購買永續性的產品，因此建議時尚產業業者能夠在顧及永續經營的同時思考如何讓產品的售價能更為大眾所接受。

關鍵字

快時尚 ； 永續時尚 ； 時尚透明度 ； 消費動機

並列摘要

This study aims to explore the current status of sustainable management in the fashion industry and how to improve the shortcomings. The core of the study is to investigate the influence of the brand concept, product materials, and product pricing of sustainable fashion products on consumers' purchase intentions. According to the results of the study, the three major components mentioned above have a significant impact on consumers' purchase intentions, and the data shows that consumers are most concerned about whether the materials chosen for products are sustainable or not. Therefore, we suggest that fashion industry players should consider how to make their products more affordable to the public while taking sustainability into account.

並列關鍵字

fast fashion ； sustainable fashion ； fashion transparency ； consumer motivation