臺灣南部大學生環境知識、環境態度、永續服裝態度與永續服裝購買意圖關係之研究

Relationships among College Students’Environmental Knowledge, Environment Attitudes, Sustainable Apparel Attitude and Sustainable Apparel Purchase Intention in Southern Taiwan

隨著時尚產業的快速發展，環境持續遭受汙染，人們開始意識到要永續經營減少更多的環境破壞。本研究以永續的重要議題「環境」為主，將知識、態度與行為模式作為基礎架構，探究大學生的環境知識、環境態度、永續服裝態度等變數對永續服裝購買意圖的因果關係。本研究採用立意抽樣法，研究對象為南部地區大學（專）生，共回收278份有效問卷，使用SPSS22.0進行資料分析。研究結果發現：1.不同人口統計變數對環境知識、環境態度、永續服裝態度和購買意圖會造成顯著差異；2.環境知識對環境態度、永續服裝態度與購買意圖有正向影響；3.環境態度與永續服裝態度對購買意圖有正向影響；4.環境態度與永續服裝態度分別在環境知識與購買意圖之間具有中介影響效果。

As the textile and apparel industry continues to pollute the environment, people are beginning to realize the need for sustainable management to reduce more damage. This study explores the causal relationship between consumers’environmental knowledge, environmental attitude, and sustainable apparel attitude on the purchase intention of sustainable apparel, using the Knowledge-Attitude-Behavior (KAB) framework as the basis. In this study, a snowball intentional sampling method was used, with university (junior college) students in the southern region as the research subjects, and 278 valid questionnaires were distributed by the network, and SPSS22.0 statistical software were used to analyze the data. The results show that: (1) demographic variables have significant differences of consumers’environmental knowledge, environmental attitude, sustainable apparel attitude, and the purchase intention of sustainable apparel. (2) Consumers’environmental knowledge have positive significant effects on the environmental attitudes, sustainable apparel attitudes, and purchase intention of sustainable apparel. (3) Consumers’environmental attitudes and sustainable apparel attitudes have positive significant effects on the purchase intention of sustainable apparel. (4) The consumers’environmental attitude, and sustainable apparel attitude have a mediating effect on the relationship between consumers’environmental knowledge and the purchase intention of sustainable apparel.