快時尚品牌的循環設計商品購買意願之研究

The Purchase Intention of Circular Design Products in Fast Fashion Brands

本研究旨在探討品牌形象與環保理念對快時尚消費者購買循環設計商品的意願之影響。透過對品牌形象、環保理念與循環設計態度的關聯性分析，發現品牌形象能夠增強消費者的信任感與認同感，並進一步提升其購買意願。此外，消費者的環保理念不僅影響他們對循環設計產品的態度，亦顯著提升其購買此類產品的意願。本研究採用量化研究方法，以台灣Uniqlo消費者為樣本，採用結構方程模式（SEM）進行資料分析。結果顯示品牌形象與環保理念皆對消費者的循環設計態度和購買意願有正向影響，並為快時尚產業在可持續發展的方向提供實證支持。

This study aims to explore the impact of brand image and environmental concern on the purchase intention of circular design products among fast fashion consumers. By analyzing the relationships between brand image, environmental concern, and attitudes toward circular design, this study finds that brand image enhances consumers' trust and identification with the brand, which in turn increases their purchase intention. Additionally, consumers' environmental concern not only influences their attitude toward circular design products but also significantly boosts their willingness to purchase such products. The research employs a quantitative approach, using a sample of Uniqlo consumers in Taiwan, and applies Structural Equation Modeling (SEM) for data analysis. The results indicate that both brand image and environmental concern positively affect consumers' attitudes toward circular design and their purchase intention, providing empirical support for the sustainable development of the fast fashion industry.