永續時尚購買意願之研究：以友善環境態度為中介變項

A Study on Purchase Intention for Sustainable Fashion: The mediating role of pro-environmental attitude

面對日益嚴峻的氣候變遷與資源耗竭問題，快時尚產業因其高度污染、能耗及過度消費，屢遭外界批評。為回應社會對永續發展及道德消費的期待，永續時尚已成為企業及消費者共同關注的新興趨勢。基於KAB（知識－態度－行為）模型，本研究納入企業環保努力與綠色信任構面，並以UNIQLO品牌為研究情境，探討影響消費者購買永續時尚產品意願的關鍵因素。透過問卷調查結果顯示，友善環境態度對購買意願具有最強的正向影響，其次為綠色信任及環境知識。企業環保努力可顔著提升綠色信任，而環境知識與綠色信任亦可透過友善環境態度間接影響購買意願。中介分析進一步瞼證綠色信任在企業環保努力與購買意願間具部分中介效果。基於此，建議企業慮強化環保行動及透明溝通以建立綠色信任，政府與教育機構則可深化環境教育，增進消費者環境知識與態度，共同推動永續時尚文化發展。

As climate change and resource depletion intensify, the fast fashion industry has faced criticism for its environmental harm, energy consumption, and unsustainable production patterns. In response, ''sustainable fashion'' has emerged as a growing trend among both businesses and consumers. This study aims to explore the key factors influencing consumers’intention to purchase sustainable fashion products by applying the Knowledge- Attitude-Behavior (KAB) model. It integrates corporate environmental efforts and green trust into the theoretical framework and adopts Uniqlo as the research context.
Data were collected through an online questionnaire distributed to consumers with prior Uniqlo purchase experience. Results indicate that pro-environmental attitude is the strongest predictor of purchase intention, followed by green trust and environmental knowledge. Corporate environmental efforts significantly enhance green trust, while both environmental knowledge and green trust indirectly affect purchase intention through pro-environmental attitudes. Mediation analysis further confirms the partial mediating role of green trust between corporate environmental efforts and purchase intention. The study recommends that companies enhance environmental actions and communicate transparently to build consumer trust. Simultaneously, governments and educators should promote environmental education to strengthen consumer knowledge and attitudes, thereby fostering a sustainable fashion culture.