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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 連勇智 | zh_TW |
| dc.contributor.advisor | Yung-Chih Lien | en |
| dc.contributor.author | 賴柔璇 | zh_TW |
| dc.contributor.author | Jou-Hsuan Lai | en |
| dc.date.accessioned | 2024-03-07T16:20:54Z | - |
| dc.date.available | 2024-03-08 | - |
| dc.date.copyright | 2024-03-07 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2024-02-09 | - |
| dc.identifier.citation | 中文
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Greener Marketing: A Responsible Approach to Business (1st ed.). Routledge. 15. Polonsky, M.J. (1994) An Introduction to Green Marketing. Electronic Green Journal, 1, 2-3. 16. Pratima Bansal, Kendall Roth (2000). Why Companies Go Green: A Model of Ecological Responsiveness. The Academy of Management Journal, Vol. 43, No. 4, 717-736. 17. Kotler, Philip, Armstrong, Gary, Opresnik, Marc Oliver. (2018). Principles of marketing 17th ed. (17th ed., Global Ed.). Harlow: Pearson. 18. McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. Homewood (Illinois): R. D. Irwin. 19. Engel, James F., Blackwell, Roger D., and Kollat, David T. (1978). Consumer Behavior. Hinsdale, Ill.: Dryden Press, 52-53 20. Elkington, J. (1998). Cannibals with Forks: The Triple Bottom Line of 21st Century Business. New Society Publishers, Gabriola Island, Stony Creek. 21. Hume, Scott. (1991). Green Marketing: Consumer Doubletalk makes companirees wary, Advertising Age, 62(28), 4 22. Jacob Cherian, Jolly Jacob (2012). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products , Asian Social Science, Vol. 8, No. 12 23. Gérard P. Cachon, Robert Swinney (2011). The Value of Fast Fashion: Quick Response, Enhanced Design, and Strategic Consumer Behavior. Management Science, Vol. 57, No. 4, 778-795 24. Nebahat Tokatli (2008). Global sourcing: insights from the global clothing industry—the case of Zara, a fast fashion retailer. Journal of Economic Geography, Volume 8, Issue 1, January 2008, 21–38. 25. Shuai Yang & Yiping Song & Siliang Tong, 2017. Sustainable Retailing in the Fashion Industry: A Systematic Literature Review. Sustainability, MDPI, vol. 9(7), 1-19. 26. Chan, T.S. (1996). Concerns for Environmental Issues and Consumer Purchase Preferences. Journal of International Consumer Marketing, 9, 43-55. 27. Gong, S., Sheng, G., Peverelli, P., & Dai, J. (2020). Green branding effects on consumer response: examining a brand stereotype-based mechanism. Journal of Product & Brand Management. 28. Chan, R. Y. (2001). Determinants of Chinese Consumers’ Green Purchase Behavior. Psychology & Marketing, 18, 389-413. 29. Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520 30. Joseph Alba, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer, Stacy Wood. Journal of Marketing, Vol. 61, No. 3, 38-53. 31. Shruti Gupta, Denise T. Ogden (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, vol. 26(6) 32. Straughan, R. and Roberts, J. (1999) Environmental Segmentation Alternatives: A Look at Green Consumer Behavior in the New Millennium. Journal of Consumer Marketing, 16, 558-575. | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92157 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-03-07T16:20:54Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2024-03-07T16:20:54Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員審定書 ……………………………………………………………………I
中文摘要………………………………………………………………………………… II Abstract …………………………………………………………………………………Ⅲ 目次 …………………………………………………………………………………Ⅴ 圖次 …………………………………………………………………………………VI 表次…………………………………………………………………………………Ⅶ 第一章、 緒論…………………………………………………………………………1 第一節、 研究背景與動機………………………………………………………1 第二節、 研究目的………………………………………………………………3 第三節、 研究流程………………………………………………………………4 第二章、 文獻探討…………………………………………………………………5 第一節、 綠色消費態度…………………………………………………………5 第二節、 綠色消費行為…………………………………………………………6 第三節、 綠色行銷…………………………………………………………………8 第四節、 快時尚綠色行銷策略………………………………………………10 第五節、 消費者願付價格……………………………………………………12 第三章、 研究設計………………………………………………………………13 第一節、 研究架構……………………………………………………………13 第二節、 研究假設……………………………………………………………14 第三節、 研究變數與操作型定義……………………………………………16 第四節、 研究方法……………………………………………………………20 第四章、 研究分析………………………………………………………………29 第一節、 敘述性統計…………………………………………………………29 第二節、 相關分析………………………………………………………………36 第三節、 假說結果驗證–迴歸分析…………………………………………37 第五章、 研究結論與建議………………………………………………………43 第一節、 研究結論………………………………………………………………43 第二節、 研究限制與建議………………………………………………………46 參考文獻……………………………………………………………………………47 圖次 圖2-1計畫行為理論模型………………………………………………………7 圖3-1研究架構……………………………………………………………………14 表次 表3-1 研究假說……………………………………………………………………15 表3-2人口統計變數衡量題項……………………………………………………16 表3-3綠色態度衡量題項…………………………………………………………17 表3-4綠色消費行為衡量題項……………………………………………………18 表3-5 綠色行銷策略衡量題項……………………………………………………19 表3-6 信度分析統計結果………………………………………………………21 表3-7綠色消費態度構面球形檢定………………………………………………22 表3-8 綠色消費態度構面因素分析表……………………………………………22 表3-9 綠色消費態度構面球形檢定……………………………………………23 表3-10 綠色消費行為構面因素分析表……………………………………………24 表3-11 綠色行銷策略–產品構面球形檢定………………………………………25 表3-12 綠色行銷策略–產品構面因素分析表……………………………………25 表3-13 綠色行銷策略–包裝構面球形檢定………………………………………26 表3-14 綠色行銷策略–包裝構面因素分析表……………………………………26 表3-15 綠色行銷策略–通路構面球形檢定………………………………………27 表3-16 綠色行銷策略–通路構面因素分析表……………………………………28 表3-17 綠色行銷策略–推廣構面球形檢定………………………………………28 表3-18綠色行銷策略–推廣構面因素分析表……………………………………29 表4-1 性別統計……………………………………………………………………30 表4-2 年齡統計……………………………………………………………………30 表4-3 教育程度統計………………………………………………………………31 表4-4 職業統計……………………………………………………………………31 表4-5 平均每月可支配所得統計…………………………………………………32 表4-6 綠色消費態度描述性統計資料……………………………………………32 表4-7 綠色消費行為描述性統計資料……………………………………………33 表4-8綠色行銷策略–產品構面統計資料…………………………………………34 表4-9 綠色行銷策略–包裝構面統計資料………………………………………34 表4-10 綠色行銷策略–通路構面統計資料………………………………………35 表4-11 綠色行銷策略–推廣構面統計資料……………………………………35 表4-12相關分析統計資料………………………………………………………36 表4-13 假說一驗證結果…………………………………………………………38 表4-14 假說二驗證結果…………………………………………………………38 表4-15假說四驗證結果…………………………………………………………39 表4-16假說六驗證結果…………………………………………………………39 表4-17假說八驗證結果…………………………………………………………40 表4-18假說三驗證結果…………………………………………………………40 表4-19假說五驗證結果…………………………………………………………41 表4-20假說七驗證結果…………………………………………………………41 表4-21假說九驗證結果…………………………………………………………42 表4-22 研究假說驗證結果………………………………………………………42 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 快時尚品牌 | zh_TW |
| dc.subject | 綠色消費態度 | zh_TW |
| dc.subject | 消費行為 | zh_TW |
| dc.subject | 綠色行銷策略 | zh_TW |
| dc.subject | 願付價格 | zh_TW |
| dc.subject | 可持續發展 | zh_TW |
| dc.subject | consumption behavior | en |
| dc.subject | sustainable development | en |
| dc.subject | willingness to pay | en |
| dc.subject | green marketing strategies | en |
| dc.subject | Fast fashion brands | en |
| dc.subject | green consumption attitudes | en |
| dc.title | 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 | zh_TW |
| dc.title | The Influence of Green Consumer Attitudes and Behaviors on Fast Fashion Marketing Strategies, as Measured by Consumer Willingness to Pay | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 112-1 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 許耀文;李揚 | zh_TW |
| dc.contributor.oralexamcommittee | Yaowen Hsu;Yang Li | en |
| dc.subject.keyword | 快時尚品牌,綠色消費態度,消費行為,綠色行銷策略,願付價格,可持續發展, | zh_TW |
| dc.subject.keyword | Fast fashion brands,green consumption attitudes,consumption behavior,green marketing strategies,willingness to pay,sustainable development, | en |
| dc.relation.page | 51 | - |
| dc.identifier.doi | 10.6342/NTU202400545 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2024-02-14 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 國際企業學系 | - |
| 顯示於系所單位： | 國際企業學系 | |
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