綠色消費態度及行為對快時尚行銷策略之影響以消費者願付價格為衡量

Abstract

本研究旨在探討消費者對環保和可持續發展的需求對快時尚行銷策略的影響，以及消費者願付價格作為衡量指標評估消費者對於綠色產品和品牌的價值感知。本研究聚焦於對環境造成了巨大壓力的快時尚產業，並以消費者願付價格作為衡量指標，探討消費者之綠色消費態度傾向是否會影響其綠色消費行為模式，以及探討綠色消費態度以及行為是否分別會影響品牌在綠色行銷策略表現的成效，進而提供快時尚企業在發展行銷策略時的決策參考。 此篇論文採用問卷調查法的方式進行，針對快時尚產業中的消費者進行調查，並使用SPSS 25.00統計軟體進行分析和驗證假說。研究結果顯⽰消費者綠色態度對消費行為有顯著的正向影響，且以上兩個變數也分別對快時尚品牌的綠色行銷策略有顯著的正向影響。本研究的結果將有助於相關產業從傳統的快時尚模式轉向更環保和可持續的經營方式。同時，也提供了關於消費者對綠色產品和品牌的價值感知的寶貴洞察，有助於快時尚行業的企業制定更具競爭力的綠色行銷策略，以滿足消費者對環保和可持續發展的需求，這對於企業制定未來的行銷策略和產品開發具有指導意義。再者，本研究的結果將有助於推動快時尚行業向更加環保和可持續的方向發展，從而為環境和社會帶來積極的影響。

This study aims to explore the impact of consumers'' demand for environmental protection and sustainable development on fast fashion marketing strategies, as well as to assess consumers'' perceived value of green products and brands using willingness to pay as a measure. The study focuses on the fast fashion industry, which has exerted significant pressure on the environment. By using consumers'' willingness to pay as a metric, it investigates whether consumers'' inclination towards green consumption attitudes affects their green consumption behavior patterns. It also examines whether green consumption attitudes and behavior respectively influence the effectiveness of brands'' green marketing strategies, thereby providing decision-making references for fast fashion companies in developing marketing strategies. The research adopts a questionnaire survey method and targets consumers in the fast fashion industry. Statistical software SPSS 25.00 is employed for data analysis and hypothesis verification. The results indicate a significant positive impact of consumers'' green attitudes on their consumption behavior, and both variables also have a significant positive impact on fast fashion brands'' green marketing strategies. The findings of this study will contribute to the transition of relevant industries from traditional fast fashion models to more environmentally friendly and sustainable business practices. Moreover, valuable insights into consumers'' perceived value of green products and brands are provided, assisting fast fashion companies in formulating more competitive green marketing strategies to meet consumers'' demands for environmental protection and sustainable development. This has significant implications for future marketing strategies and product development. Furthermore, the results of this study will contribute to driving the fast fashion industry towards a more environmentally friendly and sustainable direction, thereby bringing positive impacts to the environment and society.