千禧世代對永續品牌購買意願之研究:以Coachtopia為例

Abstract

近年來永續概念逐漸受到大眾矚目，本研究探討千禧世代族群對於永續時尚品牌Coachtopia之購買意願，分析永續意識、品牌感知、主觀規範、認知價格四項因素對購買意願之影響。實證過程依據文獻建構問卷，採用便利抽樣並收回332份有效問卷後進行迴歸分析驗證模型假設。 實證結果得知千禧世代永續意識正向顯著影響消費者購買意願，而品牌感知、認知價格作為中介變量具有完全中介效果，以及主觀規範具有部分中介效果。依據研究結果建議品牌業者配合政府機構或是公益活動負擔品牌企業社會責任並提升品牌形象及知名度，使消費者認為擁有品牌或是參與品牌是獲取認同感的方式，以及提升產品價值，進而增加千禧世代購買意願。

In recent years, the concept of sustainability has gained increasing attention. This study explores the purchase intentions of the millennial generation towards the sustainable fashion brand Coachtopia. It analyzes the impact of four factors—sustainability consciousness, brand perception, subjective norms, and product price—on purchase intentions. The empirical process involved constructing a questionnaire based on existing literature, using convenience sampling to collect 332 valid responses, and performing regression analysis to validate the model assumptions. The empirical results reveal that sustainability consciousness among Millennials significantly positively influences consumer purchase intention. Brand perception and perceived price act as fully mediating variables, while subjective norms show partial mediating effects. Based on the findings, it is recommended that brands align with government initiatives or engage in philanthropic activities to shoulder corporate social responsibility, enhance brand image and visibility, convey a sense of identity to consumers, and increase perceived product value, thereby boosting purchase intentions among the millennial generation.