臺灣博碩士論文加值系統

近年來友善環境的議題屢屢成為社會中的討論焦點，而快時尚產業也因為其不具有永續性的特性加上近年撤出台灣市場或減少展店的狀況，成為了消費者以及企業們所探討的重點。而本篇研究的探討目的在於想進一步瞭解，若將綠色行銷策略應用於快時尚產業時，這兩種相互矛盾的議題，消費者將會如何表現出其對該快時尚品牌的行為變化。

本研究透過網路問卷發放，針對收集到的325份有效問卷，並透過結構方程模式(Structural Equation Modeling) 分析各變數間的關係，了解在快時尚產業下，綠色行銷對於消費者的影響為何。根據本研究所收集的問卷，證實無論是採用綠色廣告亦或是綠色創新做為綠色行銷策略，皆有助於提高企業的綠色品牌形象、消費者對品牌的綠色信任以及綠色購買意願。此外綠色品牌形象與綠色信任以及綠色信任與綠色購買意願間亦皆具有正向關係。最後，再透過中介效果分析，證實了綠色品牌形象在綠色行銷策略和綠色信中存在著部份中介效果；然而綠色行銷策略與綠色購買意願間，綠色品牌形象與綠色信任則皆扮演兩者之間的中介變數，亦存在部份中介效果。

In recent years, the issue of the friendly environment has come into focus in the world. However, the fast fashion industry has also become the focus among consumers and companies due to the lack of sustainability, the withdrawal from the Taiwan market and the reduction in expanding business. The purpose of this study is to understand how these two conflicting issues will be discussed by consumers when the brands of fast fashion adopt the green marketing strategies on the fast fashion industry and how the consumer behaviors will be affected by this marketing strategies.

The 325 valid questionnaires which collected from the network community is to analyze the relationship between variables and to understand the impact of green marketing on consumers in the fast fashion industry. Through structural equation modeling (SEM) approach, we find no matter whether green advertising or green innovation is adopted as the green marketing strategies, the green marketing strategies of fast fashion industry are positively related to green brand image, green trust and green purchase intention. Besides, there is also positive relationship between green brand image and green trust, as well as green trust and green purchase intention. Finally, we sure that the positive relationship between green marketing strategies and green trust is partially mediated by green brand image. Then, green brand image and green trust partially mediate the positive relationship between green marketing strategies and green purchase intention.

摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vi
表目錄 vii


第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 4
1.3 研究流程 5

第二章 文獻回顧 6
2.1 快時尚產業 6
2.2 綠色行銷 7
2.3 綠色品牌形象 10
2.4 綠色信任 11
2.5 綠色購買意願 11
2.6 研究變數間關係 12

第三章 研究方法與設 16
3.1 研究架構 16
3.2 研究假說 17
3.3 問卷設計 18
3.4 資料分析方法 22

第四章 研究結果分析 25
4.1 樣本敘述性統計 25
4.2 驗證性因素分析 29
4.3 模型路徑分析與假說檢定驗證 36
4.4 中介效果分析 41
4.5 差異分析 44

第五章 結論與建議 45
5.1 結論 45
5.2 行銷管理意涵 47
5.3 後續建議 48

參考文獻 49
附錄一：正式問卷 59

一、中文部分
i-Buzz網路口碑研究中心（2017）。平價快時尚殊死戰：台灣人就愛Uniqlo　NET獲「良心企業」美名｜網路聲量分析。2020年4月10日，取自https://www.i-buzz.com.tw/industry/article_page/?id=MjQx。
王穎芝（2019）。綠色才是最新時尚　Zara帶頭革新快時尚：6年內產品全部改用100%永續材質。2019年12月3日，取自https://csr.cw.com.tw/article/41061
李芷萱、林天佑（2015）。Forever21進軍台灣市場 掀品牌戰。2019年12月3日，取自https://video.udn.com/news/329507
林讓均（2011）。ZARA 十一月登台點燃新時尚戰火。2019年12月3日，取自https://www.businesstoday.com.tw/article-content-80408-94565
林松斌、丁心雅（2014）。GU登台！UNIQLO副牌「地攤價」攻平價衣市場。SETN三立新聞網。取自https://www.setn.com/
張妤瑄（2015）。快訊／平價服飾品牌新血　H&M於2月13日開幕！。2019年12月3日，取自https://www.setn.com/News.aspx?NewsID=40365
劉馥瑜（2014）。UNIQLO 全台19縣市 插旗完畢。2019年12月3日，取自https://www.chinatimes.com/newspapers/20140704000123-260204?chdtv
經濟部統計處。產業經濟統計簡訊（2017）。2019年12月3日，取自https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=3140
魏妤庭（2014）。Gap台灣旗艦 3/8盛大開幕、阪急店3月下旬接力登場。2019年12月3日，取自https://www.ettoday.net/news/20140306/331853.htm
顏理謙（2017）。垃圾變新衣，H&M走出快時尚產業新路。2019年12月3日，取自https://www.bnext.com.tw/article/44219/h&m-innovation
顏和正（2019）。UNIQLO將採付費環保購物紙袋　預計一年減塑85%。2019年12月3日，取自https://csr.cw.com.tw/article/41041

二、英文部分
Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business Research, 55(9), 775-783.
Awad, T. A. (2011). Environmental segmentation alternatives: buyers' profiles and implications. Journal of Islamic Marketing, 2(1), 55-73.
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21-31.
Barnes, L., & Lea‐Greenwood, G. (2006). Fast fashioning the supply chain: shaping the research agenda. Journal of Fashion Marketing and Management, 10(3), 259-271.
Birtwistle, G., Siddiqui, N., & Fiorito, S. S. (2003). Quick response: perceptions of UK fashion retailers. International Journal of Retail & Distribution Management, 31(2), 118-128.
Brand Finance. (2019). Brand Finance Apparel 50 2019. Retrieved December 3, 2019, from https://brandfinance.com/knowledge-centre/reports/brand-finance-apparel-50-2019/
Burki, U., & Dahlstrom, R. (2017). Mediating effects of green innovations on interfirm cooperation. Australasian Marketing Journal, 25(2), 149-156.
Byun, S. E., & Sternquist, B. (2008). The antecedents of in-store hoarding: measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147.
Caniato, F., Caridi, M., Crippa, L., & Moretto, A. (2012). Environmental sustainability in fashion supply chains: An exploratory case based research. International Journal of Production Economics, 135(2), 659-670.
Chandon, P., Morwitz, V. G., & Reinartz, W. J. (2005). Do intentions really predict behavior? Self-generated validity effects in survey research. Journal of Marketing, 69(2), 1-14.
Chandy, R. K., & Tellis, G. J. (2000). The incumbent's curse? Incumbency, size, and radical product innovation. Journal of Marketing, 64(3), 1-17.
Chang, C. H. (2011). The influence of corporate environmental ethics on competitive advantage: The mediation role of green innovation. Journal of Business Ethics, 104(3), 361-370.
Chen, M. F., & Lee, C. L. (2015). The impacts of green claims on coffee consumers’ purchase intention. British Food Journal, 117(1), 195-209.
Chen, Y. S. (2008a). The positive effect of green intellectual capital on competitive advantages of firms. Journal of Business Ethics, 77(3), 271-286.
Chen, Y. S. (2008b). The driver of green innovation and green image–green core competence. Journal of Business Ethics, 81(3), 531-543.
Chen, Y. S., Lai, S. B., & Wen, C. T. (2006). The influence of green innovation performance on corporate advantage in Taiwan. Journal of Business Ethics, 67(4), 331-339.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
Christopher, M., Lowson, R., & Peck, H. (2004). Creating agile supply chains in the fashion industry. International Journal of Retail & Distribution Management, 32(8), 367-376
.Claudio, L. (2007). Waste couture: Environmental impact of the clothing industry. Environmental Health Perspectives, 115(9), 448-454.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334
D'souza, C., & Taghian, M. (2005). Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 17(4), 51-66.
D’Souza, C., Taghian, M., Lamb, P., & Peretiatko, R. (2007). Green decisions: demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371-376.
Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 2014(1), 1-9.
Di Benedetto, C. A. (2017). Corporate social responsibility as an emerging business model in fashion marketing. Journal of Global Fashion Marketing, 8(4), 251-265.
Do Paço, A. M. F., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of Advertising, 41(4), 147-155.
 
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105.
Ferdows, K., Lewis, M. A., & Machuca, J. A. (2004). Rapid-fire fulfillment. Harvard Business Review, 82(11), 104-117.
Flavián, C., Guinaliu, M., & Torres, E. (2005). The influence of corporate image on consumer trust. Internet Research, 15(4), 447-470.
Fletcher, K. (2013). Sustainable Fashion and Textiles: Design Journeys, Routledge.
Fraj, E., Martínez, E., & Matute, J. (2011). Green marketing strategy and the firm's performance: the moderating role of environmental culture. Journal of Strategic Marketing, 19(4), 339-355.
Furlow, N. E. (2010). Greenwashing in the new millennium. Journal of Applied Business and Economics, 10(6), 22-25.
Ganesan, S. (1994). Deter A guide to ecological marketing minants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gam, H. J. (2011). Are fashion‐conscious consumers more likely to adopt eco‐friendly clothing?, Journal of Fashion Marketing and Management, 15(2), 178-193.
Henion, K. E., & Kinnear, T. C. (1976). Ecological Marketing. American Marketing Association, Chicago.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Joy, A., Sherry Jr, J. F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-295.
Kalafatis, S. P., Pollard, M., East, R., & Tsogas, M. H. (1999). Green marketing and Ajzen's theory of planned behaviour: a cross-market examination. Journal of Consumer Marketing, 16(5), 441-460.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kilbourne, W. E., & Beckmann, S. C. (1998). Review and critical assessment of research on marketing and the environment. Journal of Marketing Management, 14(6), 513-532.
Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.
Kusuma, P. N. P. D., & Handayani, R. B. (2018). The effect of environmental knowledge, green advertising and environmental attitude toward green purchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 78(6), 95-105
Leal-Millán, A., Roldán, J. L., Leal-Rodríguez, A. L., & Ortega-Gutiérrez, J. (2016). IT and relationship learning in networks as drivers of green innovation and customer capital: Evidence from the automobile sector. Journal of Knowledge Management, 20(3), 444-464.
Leonidou, L. C., Leonidou, C. N., Palihawadana, D., & Hultman, M. (2011). Evaluating the green advertising practices of international firms: a trend analysis. International Marketing Review, 28(1), 6-33.
Martínez, P. (2015). Customer loyalty: exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-917.
McDaniel, S. W., & Rylander, D. H. (1993). Strategic green marketing. Journal of Consumer Marketing, 10(3), 4-10.
McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212-222.
Nagar, K. (2015). Modeling the effects of green advertising on brand image: Investigating the moderating effects of product involvement using structural equation. Journal of Global Marketing, 28(3-5), 152-171.
Nidumolu, R., Prahalad, C. K., & Rangaswami, M. R. (2009). Why sustainability is now the key driver of innovation. Harvard Business Review, 87(9), 56-64.
Papadopoulos, I., Karagouni, G., Trigkas, M., & Platogianni, E. (2010). Green marketing. EuroMed Journal of Business, 5(2), 166-190.
Parisi, M. L., Fatarella, E., Spinelli, D., Pogni, R., & Basosi, R. (2015). Environmental impact assessment of an eco-efficient production for coloured textiles. Journal of Cleaner Production, 108, 514-524.
Porter, M. E., & Van der Linde, C. (1995). Green and Competitive: Ending the Stalemate.
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12(2), 73-83.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28-36.
Roe, B., Teisl, M. F., Levy, A., & Russell, M. (2001). US consumers’ willingness to pay for green electricity. Energy Policy, 29(11), 917-925.
Schumacker, R. E., & Lomax, R. G. (2004). A Beginner's Guide to Structural Equation Modeling.
Sull, D., & Turconi, S. (2008). Fast fashion lessons. Business Strategy Review, 19(2), 4-11.
Teona, G., Ko, E., & Kim, S. J. (2019). Environmental claims in online video advertising: effects for fast-fashion and luxury brands. International Journal of Advertising, 1-30.
Tokatli, N. (2008). Global sourcing: insights from the global clothing industry—the case of Zara, a fast fashion retailer. Journal of Economic Geography, 8(1), 21-38.
Van der Heijden, H., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41-48.
WRAP. (2012). Valuing our clothes: the true cost of how we design, use and dispose of clothing in the UK.
Wei, C. F., Chiang, C. T., Kou, T. C., & Lee, B. C. (2017). Toward sustainable livelihoods: Investigating the drivers of purchase behavior for green products. Business Strategy and the Environment, 26(5), 626-639.
Xue, F. (2015). Message framing and collectivistic appeal in green advertising—a study of Chinese consumers. Journal of International Consumer Marketing, 27(2), 152-166.
Zubair Tariq, M. (2014). Impact of Green Advertisement and Green Brand Awareness on Green Satisfaction with Mediating Effect of Buying Behavior. Journal of Managerial Sciences, 8(2), 274–289.