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研究生： 蔡郁淳
Tsai, Yu-Chun
論文名稱： 台灣消費者對永續時尚購買決策之分析
Analysis of Taiwanese Consumers' Purchase Decisions on Sustainable Fashion
指導教授： 朴星俊
Park, Steven
口試委員: 劉世慶
Liu, Shih-Ching
陳冠儒
Chen, Kuan-Ju
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2023
畢業學年度： 111
語文別： 英文
論文頁數： 33
中文關鍵詞： 可持續時尚 、台灣消費者 、消費者的購買決定
外文關鍵詞： Sustainable fashion, Taiwanese consumers, Consumers’ purchase decisions
相關次數： 點閱：138  下載：68 
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    • The advancement of sustainable development is a crucial priority in modern society. The significant expansion of the fashion industry, driven by the development of fast fashion, has brought about serious environmental impacts, including pollution during the manufacturing process and increased waste in landfills at the end of a product life cycle, thereby slowing progress towards a sustainable future. In Europe, there are many active sustainable fashion brands offering eco-friendly product choices and encouraging customers to participate on this movement together. In 2022, my group research project results showed that, due to current technology and business models, sustainable clothing is often more expensive than fast-fashion clothing, revealing that purchase decisions are influenced by price factor. Therefore, the purpose of this thesis is to analyze the purchase decisions of Taiwanese consumers towards sustainable fashion brands, and the willingness to pay extra expenses for sustainable clothing. The research method is a qualitative approach by conducting focus groups, and analyzing the collected data. The findings indicate that while Taiwanese consumers value sustainability, the concept of sustainable fashion is new to them, in addition, they have limited understanding of the negative environmental and social impacts of the apparel industry, which in turn affects their purchasing decisions.

    TABLE OF CONTENTS
    1. Introduction 1
    1.1. Research Background 1
    1.1.1. Global Trends 1
    1.1.2. Sustainable Fashion Brands 2
    1.1.3. Taiwan’s Sustainable Fashion Status 6
    1.1.4. Taiwanese Consumers’ Perspectives 8
    1.2. Research Questions 11
    1.3 Literature Review 12
    2. Methodology 14
    2.1. Research Method 14
    2.2. Focus Group 14
    2.3. Data Process and Analytic Approach 18
    3. Results and Discussions 19
    3.1. Extra Price for Sustainable Fashion Brands 19
    3.2. Attributes Ranking for Buying Clothes 21
    3.3. Other Findings 23
    4. Conclusion 28
    4.1. Research Conclusion 28
    4.2. Research Limitations and Suggestions 29
    5. References 31
    6. Appendix 33
     
    List of Figures
    Figure 1: Linear Textile Approach 2
    Figure 2: Fabric and apparel retail turnover in Taiwan. 7
    Figure 3: Amount of textile products waste recycled in Taiwan. 7
    Figure 4: Age Group of Taiwanese Respondents 9
    Figure 5: Occupation of Taiwanese Respondents 9
    Figure 6: Marital Status of Taiwanese Respondents 10
    Figure 7: Shopping Habit of Taiwanese Respondents 10
    Figure 8: Annual Income (in EURO) of Taiwanese Respondents 10

     
    List of Tables
    Table 1: Semi-structured Interview Questions with European Sustainble Fashion Designers 3
    Table 2: Survey Questionnaire with European Sustainble Fashion Designers and Business Executives 4
    Table 3: Sustainable fashion designers and executives’ perspectives on challenges and success factors for sustainable fashion brands. 5
    Table 4: Survey Result of Consumers’ Perspectives on Sustainability and Fashion 8
    Table 5: Focus Group Members 16
    Table 6: Focus Group Questions 16
    Table 7: Result of Annual Expenses on Clothing and Extra Budget for Sustainable Fashion 20
    Table 8: Attributes Ranking for Buying Garments 23
    Table 9: Interviewees’ Accepted Waiting Time for Sustainable Fashion Clothes 27

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